Most people choose a goal and then start working towards it. They put one foot in front of the other and keep walking until they get to their destination.
If they choose the wrong step, however, they may get sidetracked and lose sight of their goal. If they do the steps in the wrong order, they may waste time and resources.
A better way, some say, is to begin with the end in mind and work backwards.
Let me give you an example of how it works.
Let’s say you have a goal of getting one additional referral each week.
Nice goal, yes?
Okay, now you have to ask yourself this question: Can I do this tomorrow? Can I get one additional referral per week starting tomorrow?
The odds are the answer is no. So you ask another question: What would have to have happen first?
Putting aside the idea of getting more referrals from your clients and existing contacts, let’s say the answer is, “I’d have to have twenty new professional contacts who know, like, and trust me. If each one of these twenty contacts sends me just one referral every five months, I would achieve my goal of getting one additional referral per week.”
That sounds doable. But can you do it tomorrow?
No.
What would have to happen first?
First (let’s say) you would need to connect with 100 new contacts (professionals, business owners, community leaders, centers of influence, etc.), in order to find twenty who are willing and able to send you one referral every five months.
Can you do this tomorrow? I’m guessing not.
What would have to happen first?
First you would have to identify (a) places where these people congregate, so you can go there and meet them, and/or (b) people you know who can introduce you to these people.
Can you do that tomorrow?
Yes you can. You can start anyway. You can do some research and find organizations comprised of people who fit the description of the people you want to meet who meet locally.
You can also comb through your current list of contacts to identify people who are likely to know these people. They have clients or colleagues or business contacts who fit the description. You know them well enough to ask for an introduction.
Finally, you have something you can do tomorrow. Now you can take the first steps towards your goal.
But if you do all of that, can you reach your goal tomorrow? No. What has to happen first?
You need to meet them and get to know them. You need to find out what they are looking for that you might be able to help them with. You need to show them what you do and how you can help their clients or contacts. And you have to build a relationship with them, earn their trust ,and eventually, their referrals.
Can you do this tomorrow? No. What would you have to do first?
You’d have to talk to them, get their contact information, and begin a dialog with them.
Can you do that tomorrow (if you meet them tomorrow)? Yes you can.
And now you have a plan.
You can’t “do” a goal, you can only do activities. Begin with the end in mind and work backwards. Identify the activities you need to do, and do them, and keep doing them until you reach your goal.
Marketing is easier when you know The Attorney Marketing Formula
