Hey, 👋 Scott from The Sales Mastermind here.

Today’s edition only takes 2 minutes.

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Many founders want more but aren't clear on the required inputs to get more.

It simply takes a specific, repeated activity to increase your luck surface.

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Today, we'll cover:

• Story Time​
• Luck Surface
• Keep It Simple
• Your Metric

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Story Time:

My father is in his mid-60s (as he calls it, "early onset middle age") and has been a business coach for 20+ years. These days, he focuses on tradie businesses with the promise to "Boost (Their) Net Profit."

Working for himself, my father will never have a multi-million dollar business, he'll never win awards like EY Entrepreneur of the Year, and he'll certainly never get a documentary about his business exploits.

But he is the family breadwinner, owns his house outright, and my parents will have a comfortable retirement.

The hardest part of any coaching or service business is lead generation. And my father's lead generation is deceptively simple:

• Open Yellow Pages (or equiv.) for whichever Australian city he is targeting
• Flip to Builder, Landscaper, etc
• Start dialing the numbers A to Z
• If they pick up and are receptive to this pitch - it's a lead!
• If not, move on and keep dialing.

His results speak for themselves. Each week is ~150-200 dials and he generates a lead every 30.

As long as he keeps showing up, his business will continue to pay for my parents' comfortable lifestyle.

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Luck Surface

"Opportunity is when preparation meets luck."

Every lead, deal, and closed won opportunity is a unique combination of happenstance, coincidence, and luck.

The right offer, at the right time, for the right buyer, at the right price aligns like magic. Any number of changes could derail every deal, yet deals are made every day, week, month, and year.

Over a career, the aggregate involves a fair amount of skill and preparation. But for any single deal, it's a matter of luck.

For example, if you meet 10 buyers weekly, you could make anywhere from 0-10 sales that week. Imagine if you meet 100, or 1,000. Or imagine if you meet so many buyers that you can turn away all but the most qualified.

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Keep It Simple

Increasing your luck surface is about finding a task you can do and then doing it every day.

If you're thinking long-term, this means branding and marketing - these things take months or years to pay off—details in Newsletter 32.

Another option is cold email, where you'll need to think about deliverability, landing pages, messaging, etc. It's effective but neither simple nor short-term.

You only have a few options to increase your luck surface in the short term. Pick one of the below, turn it into a metric, and get on with it:

• Send more DMs on forums like LinkedIn, or
• Make more dials
• Attend in-person events

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Your Metric

To create your own metric, look at my father's example from our story. He dials 150-200 business per week. This ticks all the boxes of a great metric to increase luck surface because it's:

• Simple
• Measurable
• Input based
• One level of abstraction from the outcome of booking meetings

An example of a lousy metric would be 5 LinkedIn posts per day, which is great in theory but fails when you get to it.

Writing posts on LinkedIn is measurable and input-based. Yet, writing great content is far from simple, and the posts don't naturally lead to the next step of booked meetings.

Great metrics must also be extensive enough to increase your luck surface:

• 5 dials can easily be ignored
• 50 dials should at least result in a few conversations
• 500 dials would probably guarantee success.

Once you've created your own metric, the hard work begins; stick to it for the next week, month, and quarter. Whatever you do, the key to increasing your luck surface is consistency.

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Have you ever had to generate leads quickly? What did you do?

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Until next week,
Scott Cowley

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