Episode 50: Under the Radar with Dov Gordon – Transcript

Wealth On Any Income Podcast Episode 50 image

Rennie Gabriel  00:10
Hi, folks, welcome to Episode 50 of the Wealth On Any Income Podcast. This is where we talk about money tips, techniques, attitudes, information and provide inspiration. In past episodes, we spoke about how to build an income and expense report, how to measure the level of pleasure based on where you spend your money, how to track your money in 5-10 seconds, and what to look for on a net worth statement to see how close you are to Complete Financial Choice®. And last week, we had Kristin Swanson speaking about how to tackle your procrastination projects. Today, we have as our guest, Dov Gordon. Dov leads a mastermind group I've been a member of for several years. And I can't say enough about the quality of Dov and of the people who participate and support one another in this group. Dov helps consultants get ideal clients by becoming the under the radar leaders in their industry. And you can find him at profitablerelationships.com. Dov, welcome to the Wealth On Any Income Podcast.

Dov Gordon  01:17
Thanks for having me, Rennie, a valued member in our JVM network. Thank you.

Rennie Gabriel  01:22
You're welcome. Well, let's get right to it with some questions. Explain a little bit more about what you do and why you do it.

Dov Gordon  01:30
You know, I just I help consultants who are really good at what they do, but not necessarily natural marketers or salespeople to become what I think of as an under the radar leader in their industry, as a means of getting ideal clients consistently. So becoming an under the radar leader, as opposed to the guru, famous-guru celebrity.

Rennie Gabriel  01:54
One of the key words is getting clients consistently. Is there a particular charity you support? And, if so, can you explain what they do?

Dov Gordon  02:07
Local charities in the community that help people who need help getting food on the table, maybe they have some health issues, or, you know, people going through life transitions and find themselves in a tough place. That's where we focus on.

Rennie Gabriel  02:25
Great, thank you. So your target market are consultants. What do you mean by that? And I mean, what do they have to offer?

Dov Gordon  02:34
In most . . . there, it really could be anything, but generally, it's going to be some kind of business to business. And, you know, so generally they're offering their clients some kind of valuable transformation, valuable change. And that's what a lot of people have is that they're good at whatever they're good at, but they're not necessarily great at marketing and selling it. Even people who are helping others with marketing, or sales often struggle to market and sell themselves. Because we're just too close to it. You know, it's not like we're selling a loaf of bread. 

Rennie Gabriel  03:08
Yeah, I get that. 

Dov Gordon  03:09
It's much more nuanced and subtle - and the messaging is challenging, and the perspective, and there's so many different options and choices. And it's just really hard to do for yourself.

Rennie Gabriel  03:18
Yeah, and, you know, I . . . looking at it from a different vantage point, I was certified as a Financial Planner, but lacked the foundations of handling money effectively until I was in my 50's. What would you say your biggest failure was whether personal or business?

Dov Gordon  03:37
I remember doing a . . . the first time I did a launch, and I was doing a launch because everybody said you need to do a launch. I don't like doing launches. I hate launches. I don't do them anymore. At least not in the the way I understood it then. But I spent three months setting up a launch, and I made one sale of $750. I didn't know what I was doing. But it was a very valuable experience as big failures tend to be. So . . .

Rennie Gabriel  04:10
That's perfect. So what was your biggest insight from that failure?

Dov Gordon  04:14
Well, you know, aside from the fact that I don't really want to do launches, I'm trying to remember those one big lesson. What I do remember is that people give me advice along the way, and I kind of nodded and thought I understood, but when I was, when I finished that last teleseminar - we're going back many years that we're using teleseminars, not webinars - and when I finished that, finished that teleseminar I'd see that I had that one sale, suddenly, all that advice that people have been giving me landed. And I understood it and I grasped it in a way that I could not possibly have understood it before. And that's because, you know, people you know, who've mastered their craft could look at what I'm doing, look at what you're doing - and they can see the mistakes we're making. But we're not yet in a position to receive it. We're not yet in position to understand it. And that's what you're doing with helping people with their financial world. And I'm helping people with their, you know, get clients in this for certain, for certain types of people in certain types of ways. We need to take our action. We need to be moving forward imperfectly knowing that we're going to mess up and recognizing that until we do mess up, nobody can actually help us.

Rennie Gabriel  05:31
I think that's terrific. And I want to clarify that you said - unless we're moving forward imperfectly. 

Dov Gordon  05:38

Rennie Gabriel  05:39
Then we can't make any adjustments because we haven't had the experience to know what's working and what's not working. 

Dov Gordon  05:46
That's right. 

Rennie Gabriel  05:47
So what would you say the typical feelings are that your prospects experience?

Dov Gordon  05:53
Typically feeling quite frustrated, because they know they have so much more to give, so much more to offer. And they're feeling like they're underperforming. They're stuck. They keep thinking often like, well, I can help my clients with this, why am I struggling to do this myself, for myself? Am I a fraud? But they know that their clients are getting results. At the same time, they feel like they're not getting the results that they should be getting. They're not even, not even close. And it's a very, very painful place to be, very frustrating, very disappointing. And I want you to know, if you're feeling that way, it's really normal. You know, again, it's one thing if you're selling something that's easy to describe, easy to explain. It's quite another thing when you're selling a service that could literally be morphed and repackaged, or presented, or emphasized in so many different ways to so many different types of customers or clients. You're very normal.

Rennie Gabriel  06:57
Thank you. Are there common mistakes that they make that you found?

Dov Gordon  07:05
Definitely common mistakes. And one big one, I'll just continue what we started is trying to be too many things to too many people. That's one. Another common mistake is just overthinking. You know, I just got off a call with a couple of clients, and they both really ended up sharing with me how, yeah, I guess I've been overthinking. You know, and one client shared how she was leaving for a week of backpacking vacation with her husband and daughter, and she'd been thinking about a certain project that we're working on. And she's frustrated thinking, 'how come it's not further along? It should be further along...' And as she was just getting ready to leave and her mind was just wandering, she asked herself a really good question like, well, what role am I playing in this? You know, what can I be doing? And she suddenly got some answers. And she realized, like, Dov, I've just been overthinking this, and since I got back, I already did this that and that. And things are doing well. It's going much better.

Rennie Gabriel  08:07
It reminds me of something well-known coach Dan Sullivan said, then if you have, if you take a vacation once a year, you'll have one breakthrough per year. If you take three times off of your work, you'll have three breakthroughs. And it sounds like, you know, having her vacation helped bring up the breakthrough.

Dov Gordon  08:32
Yeah, he's a, he's a smart one, Dan Sullivan. What did he take like 150 vacations a year, I think?

Rennie Gabriel  08:41
Let's see, I would have guessed it would only been 50. But you know, what do I know? What's a valuable free resource that you can direct people to that could further help solve this problem of their ineffective marketing?

Dov Gordon  08:57
I'll be happy to share our manual, which we call the, How to Systematically and Consistently Attract First Rate Clients. And that is at profitablerelationships.com/manualfree. I actually have to look it up. Can I? 

Rennie Gabriel  09:17
Well, one of the things you said is, I guess you set it up, that it was profitablerelationships/rennie.

Dov Gordon  09:26
There you go. 

Rennie Gabriel  09:27
If people can spell my name. They'll have it.

Dov Gordon  09:30
R-e-n-n-i-e. Okay, good. Yeah, see, and I completely forgot to look that up. So profitablerelationships.com/rennie, r-e-n-n-i-e,  is where we put it. And the link I mentioned earlier is from our old website, which probably isn't going to function anymore. So . . .

Rennie Gabriel  09:47
I will, I'll make sure to have that in the show notes so people will have that easy to find and easy to spell. And is there a question that I should have asked you that would give some additional value to the audience and obviously provide the answer?

Dov Gordon  10:05
Well, you definitely should have asked me, Dov, what's the most common mistake in thinking that people make? I mean, you don't ask everybody that question. The answer is, we mix up what and how all the time. We mix up the means and the ends all the time. I think this is the most . . . I've been, you know, doing this for probably about eighteen years, various versions of this, and I see it in myself. I see it in others. We get so mixed up in what and how. We think that, oh, I want that, but I don't know how, so we stop thinking about what we want. And then we start getting focused on kind of what we think we could have instead and what we, and then we end up settling for what we think we could have. So yeah, that's what I would suggest is that, take a step back, take a vacation, and then take another vacation, and keep asking yourself, what is it that I really want? And separate that completely from any concern about how to make it happen. And it's remarkable how difficult this is, until you make it your new way of thinking, your new habit. So work at it, journal about it, meditate on it, sleep on it, talk about it, about what you want. And then you don't need to know how, you just need to know the next small step. So focus on what you want. And then the next small step towards it.

Rennie Gabriel  11:31
Thank you, and I agree completely. Too many people, try and put the how first and that's the wrong way to do it. The how only shows up when you've actually gone for what you want.

Dov Gordon  11:44
And that relates to the earlier point about action. You got to be doing it imperfectly, moving forward imperfectly and then you learn, and you see things you could not know any other way.

Rennie Gabriel  11:54
Great. Dov, thank you for being on the show. 

Dov Gordon  11:58
Thanks for having me, Rennie. 

Rennie Gabriel  12:00
And to my listeners, thank you for tuning in. You can listen to the Wealth On Any Income Podcast on your favorite platform. And please rate, review and subscribe. And if you'd like a weekly email with tips, techniques or inspiration around your business or money, then log on to wealthonanyincome.com/TEDx. And you'll hear my TED talk on how books, movies, and society programs you to be poor, and provides the cure - a 27-page roadmap to Complete Financial Choice®. Next week, we'll have Tanya Hood. She provides a simple solution for divorcees to navigate their financial life after divorce and reclaim who they really are. Until next week, be prosperous. Bye bye for now.

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