I went mountain biking the other day for the first time in a long time.
REAL mountain biking.
Like on a real mountain.
With rocks, cliffs, bears, cougars, sketchy descents, and amazing views! (Here’s one of the trails. This isn’t my video, but it’s still cool: https://youtu.be/_xCPQ4-C1Fo)
I grew up mountain biking in these mountains but after a lengthy hiatus, well… it’s safe to say I was in a fair bit of pain the day after.
So what did I do?
Well aside from stretching, refuelling my body with gallons of water (and some tacos) and taking a hot shower to wash away the dirt, mud, sweat, and pain…
I also reached for some Tylenol.
Because this was NOT the time for preventative therapy (aka “vitamins”) like:
- Proper training (pfffttt… it’s like riding a bike right?)
- Proper hydration (I should have packed more water, it was HOT up there)
- Studying the route (New trails had been built since my last time up there and I got lost… twice…)
Nope.
The time for prep had come and gone. Now was the time for damage control.
I had a pain. And wanted something to stop the pain.
At that moment it would be a lot easier to sell me Tylenol, than a hydration kit, a map, and some common sense…
And yet that’s what’s being sold all the time!
Vitamins.
Solutions to problems that don’t yet exist…
That’s a tough sale!
Much easier to sell the painkiller once the damage is done. Because no matter what business, market, or industry you’re in…
Your customers most DEFINITELY have a pain that they would love for you to take away.
# Takeaway Point
Find your customers “bleeding neck” and fix it now.
