News You Can't Use
Transform that viewing time into positive energy

Watching the local news – there’s a great use of your time. Thirty to 60 minutes a day of useless information – presented in 100 percent problem format. “If it bleeds it leads.” That’s the local news philosophy of presenting information. How does that affect your sales? In the worst ways possible.

No one cares that Billy got all A’s on his report card, or Mary earned her Girl Scout badge. Good news doesn’t sell, therefore it’s omitted. Rather what you get is distorted, negative information about two to three percent of the people affecting those who view it in the worst way possible.

(NOTE WELL: I am NOT telling you to not watch or read business news. Information that can impact your industry or your customer should be watched and read intently.)

Here’s what I mean: Selling is solution-based; the local news is problem-based. If you watch an hour a day of problems every day for years, you become problem-oriented. Then you drag the news-crap to work and begin to negatively affect others with your pukey stories. “Hey did you hear what happened on the news?” (Barf!) The news sickness is contagious. You get it by watching, and then infect others by telling them about it.

“Hey, Jeffrey,” you say, “The news is the most popular show on television.” It’s popular because most of the people watching it lack direction or focus, or are miserable and looking for something or someone more miserable than they are – I guess to make them feel better.

Need to know the weather? Poke your head outside in the morning. It’s a lot more accurate than the weather guy.

Think the local news is worthy of your time? How many of you can look in the mirror and say “I’m successful today, I’m where I am today, because I watched the local news.” See what I mean.

Imagine the possibilities if you diverted that energy in a positive direction. Imagine what you could do with that time, accomplish in that time, if you put it to productive use for yourself. WOW!
Which do you think is a more powerful use of your time: Watching other peoples’ problems or investing in yourself and creating plans and solutions?

Here are four solution based (home based) uses of your time:

• Read. Trade journals, self-help books, positive attitude books, sales books, The Business Journal, annual reports and brochures of your biggest prospects, anything humorous, trend setting books. Study.
• Listen. Self-help tapes. Nightingale Conant (www.nightingale.com) has a catalog of thousands of hours of profound, impactful information. Invest.
• Mastermind. Attract (smart) friends and associates to your house once a week to create new ideas and action plans. Invite.
• Compute. This includes writing, planning, and learning, and Internetting. The computer is the biggest link to the 21st century – master it. Explore.

The next time you say “I don’t have enough time,” substitute that phrase with “I don’t choose to spend my time in that manner.” It’s closer to the truth. The real truth is, you’re not investing your time in the most important person in the world – you!

Jeffrey Gitomer is the author of The Sales Bible, and Customer Satisfaction is Worthless, Customer Loyalty is Priceless. He can be reached at 704/333-1112 or e-mail to salesman@gitomer.com.

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