The reason you don’t have the results you want today is because you didn’t do what you needed to do some time ago. The pain may be new, but the root cause is old—maybe dog-years-old.

The action that you want to take today to get results now are likely the worst possible actions. How do you know? Because the actions you want to take aren’t the same actions you would have taken had you started when you should have.

Too Late Is . . .

If you wanted to lose weight and improve your fitness over the last six months, the right solution would have been to make better food choices and exercise. The pain you feel didn’t start today–or even this month. It’s been building for a long time. It’s too late to take any actions to produce those results today. Taking a pill or starving yourself won’t produce the results you want, and these choices will likely damage your health.

If you aren’t producing the sales results you need right now it’s because you didn’t target your dream clients, nurture those relationships, do your prospecting, and follow your sales process over the last six or so months. The pain that you are feeling now didn’t sneak up on you; it’s been building for a long time. If you want to try to cram your prospecting work, call on the wrong targets because they are receptive, and discount your price, you will only further damage your results and your company.

Never Too Late

Being uncomfortable is good for you. You want to “know” pain; you don’t want “no” pain. The discomfort or pain that motivates you to take action and move towards your goals is a healthy pain. The pain that you feel for not having taken action is the real and  terrible pain you want to avoid (and the pain you will feel from trying to shortcut your way to results is even worse).

It may be too late to get the results you want now, but it’s never to late to start taking action. Even if the best time to start was six months ago, the second best time is always right now.

Start today. Do the work. Know pain now instead of experiencing real pain later.


What results do you wish you had right now?

When would you have had to start working on those results to achieve them now?

What stopped you from doing that work?

Would doing the work have been less painful than the pain you are experiencing now?

Post by Anthony Iannarino on November 9, 2013
Anthony Iannarino
Anthony Iannarino is a writer, an author of four books on the modern sales approach, an international speaker, and an entrepreneur. Anthony posts here daily.
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