How Badly Do You Want It? by Bill Bachrach, Bachrach & Associates, Inc.

When I was in my twenties, my buddies and I had all kinds of dreams for what we'd do together in the future, at a time when we'd be older, have enough money, and be so successful we could take lots of time off.

Nowadays, all of us are, indeed, older. But I'm sad to say that not all of us have the wherewithal to actually follow through on all our big plans. Part of me mourns these unfulfilled dreams for my friends' sake; another part of me is disappointed because I won't have my lifelong friends with me on these adventures; and still another part of me waxes philosophical. What makes the difference between someone who achieves what they set out to accomplish and someone who settles for something else?

What do you think about people who say they want to be fit, or to spend more time with family, or to really buckle down in business this year--and they just can't seem to pull it off? Maybe you know someone who struggles with this sort of thing. Maybe you are that someone.
People with this incongruity, saying they want something but not doing what's really necessary to get it, are not liars--not most of them, anyway. Most of them really do want what they say, but on a day-to-day basis, they just don't seem to be able to make it happen.

It boils down to this: They don't want it enough--not enough to go to the gym regularly, or to organize the day so the urgencies of the office don't overshadow the importance of being with family, or to make the follow-up calls they know they should. They don't want it enough to do the work.

Let's say you have this nagging feeling that although, yes, you do want to produce a new result in business this year, it's probably going to turn out a lot like the last one. You suspect you aren't motivated to do what's necessary to make the difference. How can you rev that up? How can you make a change and make it stick?

You can start with a few simple exercises. Take out a piece of paper and draw a line down the center. At the top of the right column, write, "How badly do I want it?" At the top of the left column, write, "What is it?"

Start with the left column. Ask yourself, "What do I really want? What is the result I want to produce?" Get it down into a sentence or two, such as "I want to acquire 20 great new clients who fit the following criteria: are serious about financial success, have net worths of at least $200,000, have accumulated investable assets of $350,000 or more, are motivated to delegate financial affairs so there's less worry and stress for self and spouse, have important financial goals, are nice people, value my opinion and expertise."

Make your desired result just as specific as this example. Then, in the same column, write down what other results that one will produce in your life. For instance, "These new clients will set me on the road to being done with prospecting. I need only 40 clients like this to achieve my business goals, and since I already have 20, the additional 20 this year will mean I can focus on serving my clients, improve my professional skills, and even take some time off next year. It will mean my kids will see me more in the coming years because I haven't dragged out the business-building phase for my entire career. When this goal is achieved, I will begin to have the recurring revenue I need to ensure my own financial plan is on track, and I can start to achieve some of my personal goals. This one result will be the start of an immense domino effect--this is crucial to so many other things I want in my life."

Now, in the right column, rate your current level of motivation to achieve this on a scale of 1 to 10, where 1 means you can hardly keep your eyes open through this exercise and 10 means you're ready to go out and do something toward its achievement right now.

Consider what level of drive is required to meet this goal. Rate that on a scale of 1 to 10 , and then describe how you're going to have to feel in order to get what you say you want.

Remember that for you to do truly follow through, there has to be something about this goal that moves you to action more than the potential discomfort of doing the work. In other words, you need to overcome any aversion to getting the job done with some seriously inspirational sticks and carrots.

Write in the present tense. For example, "I have a plan for each week that moves me closer to my goal every day. I ask for referrals, make the necessary calls, and follow up in the way I know I must. I do not leave the office without getting these critical items done. I am focused like a laser on this goal. My staff understands this as well as I do, and they support me in achieving this goal." And so on.

Now take a good look at what you've done. You've honestly stated your goal and what it will take to achieve it. Do you want it enough? Are you willing to do what's necessary--even when you don't feel like it? That's motivation. Not some mysterious excitement that never leaves, but perseverance because you know what you want, and you are willing to be uncomfortable, do things you'd rather not, and work when you don't want to in order to get it.

Obviously, there's more to real success than just writing some inspiring stuff. You may need additional skills or tools or connections to make the difference. But I have a newsflash: If you can't get yourself behind the objective, it ain't worth it. Motivational speakers make a mint every year getting people pumped up, but where the rubber meets the road is in those quiet moments when you simply don't want to do the thing you know you must. In those moments, remember what you want. Remember how much you want it. Remember all the other results that will come from having the discipline to follow through. Remember to want it enough.

Don't be a salesperson; be a Trusted Advisor.

©2004 by Bill Bachrach, Bachrach & Associates, Inc. All Rights Reserved.

Bill Bachrach is the author of four industry-specific books, including the newest book, It's All About Them; How Trusted Advisors Listen for Success. His third book, Values-Based Financial Planning: The Art of Creating an Inspiring Financial Strategy, is written for the clients of financial professionals. For information about Bill's speaking services, The Trusted Advisor Coach® program, 3-Day Values-Based Selling® Academy, or to order his results-oriented books and learning systems, contact Bachrach & Associates, Inc. at 800-347-3707 or visit their website: http://www.bachrachvbs.com. Request your FREE audiotape of Bill Bachrach 'live' via www.bachrachvbs.com and sign up for the FREE monthly Trusted Financial Advisor e-newsletter.