Forward.
The only way is forward.
Even if you're Lance Armstrong.
I used to be the biggest Lance fan.
I even had a signed jersey of his that I paid a lot for,
which I then threw away after his famous Oprah interview.
He subsequently said he didn't regret what he'd done and he'd do it again.
To be clear I'm not advocating Lance or Lance's style for any of you.
But after he went through it all, he launched a podcast called The Forward.
On it he said, "There's only one way: it's forward. That's it, no matter what.”
So I'm not saying to be like Lance but his point is about moving forward
For those of you who may have noticed, I haven't done my newsletter for two months
But now we're back and the only way is forward.
What is forward in sales?
Forward in sales is effort.
What do I mean by effort?
Sure learn AI.
Sure AI takes effort but actual effort in sales will mean this is the greatest time ever for selling.
What does effort look like in sales?
Cold, personal, physical
1. Cold means calling people. You don't want to do it?
Sure.
Does anybody else?
That's why it works today.
I cold-called for a company the other day for 1 month and got 28 meetings. Meanwhile you sent 1,000 automated emails.
2. Personal: messages you send people, write it fresh off the dome with your little fingers.
Type it.
Sure it takes longer and sure it's lower quantity but the quality improves.
Will you do it?
Probably not.
Why?
Because it takes effort.
3. Physical: when was the last time somebody posted you something?
You're right, you can't remember.
Imagine if somebody posted you something, you would remember it, right?
Sending physical outreach to the most important B2B clients, makes total sense
All 3 of these take the same thing: effort.
Or you can join the huge crowd of people using Ai automated outreach.
To be clear I use AI and Claude all the time to do all the stuff beneath the surface
but it's the above-the-surface, human-to-human stuff that you have to use your own human effort for
6 months ago my business slowed a bit because everyone thought they could use Claude to do sales.
Right now my business is roaring because people realize doing what everyone else does isn't the difference.
Don't be like Lance.
But be like yourself and move forward with effort.
This will be the greatest time ever in sales.
Those who take effort
Or you can ask Claude to send you all your emails and miss your target.
Your choice.
Get at it.
Content of the week
I'm not going to show you content today.
But I'm going to make you a commitment: I'm going to start making a documentary series about my running because if I say it here I have to do it.
I commit to you: I will start a documentary series about my journey to become the first 60-year-old human to run 60 loops at BackYard Ultra (60 × 6.71k on the hour, for 60 hours). It will be a total of 400 km. Nobody over 60 has ever achieved that
Your content of the week is me committing to get you content: the first episode of Project 60@60.
Now I said it and I have to do it