The authors learned to take risks from a very early age. Their parents allowed them to travel, many times by themselves, across the world and on different vacations where they’d meet new people. They also learned to take risks by playing school yard games where betting was the big thing.

It is important to get outside your comfort zone, the authors both lived in a world where life is temperamental and difficult: Israel and Australia.

If you are in the business of sales for building your business, meeting potential clients in the nicest hotel in town can help your reputation. Just make sure you know the concierge, the local restaurant bartender, and the barista.

Everyone you know is sitting at the other end of the phone line. Why not pick up the phone and try to get a meeting?

When doing sales, you are not going out there to make a sale, you are out there to make a friend.

How to Make a Sale:

One, make a friend. Two, get that friend interested in what you’re doing. Third, show them how your business makes sense for their business.

You have to build trust in sales.

You have to have face-to-face meetings with clients. You have to shake hands with them.

Stay on brand – wear your company’s logo and/or something uniquely yours. Stay at hotels that are uniquely your style.

You have to focus on the services that will pay the bills as well as the blue sky services that are long term and big time.

There are benefits to going with only one customer, basically choosing exclusivity. You have the benefit of a solid revenue base, you have the ability to find ways to continually satisfy the one customer. And you get exclusive perks for doing business with them. Consider only one very large client for doing business with.

One of the big challenges to a start-up brand or service is getting people to try your business. Offer a promotional discount or change your pricing model in order to get people in the door. If you don’t, you’re killing your business right there.

To get new customers in the door, consider using a coupon for a rebate on your services.

One of the biggest first services you should hire is a public relations firm to get your service in the news. Hire a small firm so that they have a focused approach to your friend.

Get into trade shows/vendor shows. And be different. Don’t half-ass it – many don’t take it seriously. Be energetic.

It’s crucial to be a company that does the right thing. If a client overpays, pay them back.

Continue to strengthen a relationship…it’s most important.

Find out what you have to do to stand out from the crowd. For example, the author wears orange every single day.

Make friends with your competitors, because they may buy you out one day. You might work for them for one day.

Don’t try to learn a whole bunch of new skills for your business. Focus on what you were good at and outsource everything else.