Selling Your Services from the Black Zone

There are 4 zones of awareness.

  • White
  • Yellow
  • Red
  • Black

When you are in the white zone you are in the zombie state.  The world around you is made up of fuzzy white noise.  You aren’t exactly clear about where you are at.  If you’ve ever driven from home to work and had no awareness of the drive you know exactly what I’m talking about.

In the yellow stage you are aware of your surroundings.  In the red zone you are sensing you need to pay attention.  The yellow and red zones represent the levels of awareness you should experience in any selling situation.  In the yellow and red zones you are cued in on what’s going on around you and alert to the potential opportunities around you.

The black zone is a state of super heightened awareness.  In the military this represents the zone you are in when you are ready to kill anything that moves.  If you need to protect your own life or the life of those around you this is an appropriate state of awareness.

However, when you get desperate to get a client… desperate to pay your bills… all too often you cross over into the black zone.  The black zone does you no good if you are trying to get clients.  The black zone is a very dangerous state of awareness for the wrong situations.

It’s why yelling “fire” in a crowded theater is so dangerous.  When you yell “fire” even a perfectly logical, intelligent, and capable person gets trampled trying to get to the exit.  Otherwise polite and considerate people will kill anything that gets between them and the exit.  Even though finding an exit would easy in a calm state… in the black zone you transition into a blind panic… the black zone is harmful for both you and those around you.

No one sets out to get themselves in the black zone.  It just kind of creeps up on you.  It happens because you get on this roller coaster where you keep doing the same things experiencing both highs and lows.  Eventually the highs get fewer and farther between and the lows get deeper and more frequent.

Some people never get off this roller coaster until they force to because they crash.  The hairier the ride… the steeper the lows… the more likely you are to get and stay in the black zone where you are determined to literally force people into becoming clients.  You set your jaw and refuse to leave until you have a check in hand.

Others realize you can’t keep doing the same thing and expect different results so they make a commitment to get off before they crash.  Those people are in the yellow or red zones.  They are paying attention to the cues that are telling them something has to change and soon.

The problem is… sometimes selling your services feels a little like playing Blackjack with a dealer who’s stacked the deck.  You study all the cards.  You watch each hand dealt. You watch the dealer closely… yet you lose hand after hand.  At one point, in utter frustration, you grab another deck slam it down on the table and demand you play with this new deck.

Yet, you continue to lose because what you didn’t realize is the new deck is missing a few cards.

That’s exactly what’s happening to you.  You get that it feels like the deck is stacked against you.  Yet, hard as you try you don’t even realize what’s missing.  When you do recognize something just might be missing you start feeling like the kid who turns in his homework only to see his work come back with nearly every problem marked wrong.  The effort was there but the understanding wasn’t.

Heck, you may even try copying the competition only to discover your efforts bomb.

It doesn’t have to be that way.  You can completely avoid this black zone of desperation and gain control over your future… your destiny.  Here’s how… 

Coach Cheryl

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