"There are dozens of books about prospecting. They’re all the same book, and
they never work. This is the how-to-not-stop-prospecting book it’s
taken me forty years to write."
-- Nick Murray
The Game of Numbers is written in four essential parts, rather than
in multiple chapters. Those four parts are:
BELIEF. Our ability to persist in a long-term, high-volume
prospecting effort is primarily a function of the experience we believe
we are having. Most of us unconsciously believe that when we prospect
someone who says "no," we experience the "pain" of "rejection." Because there is
so much "no" in high-volume prospecting, most advisors get taken out by the
This first section of TGON argues that this experience is
entirely generated in our own minds: that "no" not only doesn’t hurt, but that
it is in no objective sense rejection. It suggests that we can desensitize
ourselves to this imagined pain by seeing that it is a result of our own
anxiety. We can then reduce and ultimately eliminate prospecting anxiety by
replacing it with a new belief system, based on prospecting from our most
BEHAVIOR. Belief dictates behavior. Just as a belief in
the "pain" of "rejection" must cause its victims to stop prospecting, a belief
in the power of prospecting with your own authentic self, combined with an
unwavering faith in the efficacy of the law of large numbers, must lead to
long-term success. It is a mathematical certainty.
This section of the book argues that it doesn’t matter how you prospect, whom
you prospect, or what you say. It matters only that you prospect, and
that you do not stop. Readers will finish this section completely liberated from
all anxiety about prospecting method.
ENDURANCE. This section of TGON lays out a daily
prospecting program based on the training program of an endurance athlete. In
this methodology, you discover the basic level of prospecting your anxiety will
allow you to complete. You standardize this into a daily program. Then, as you
get stronger, you expand your capacity slowly but consistently – as a runner or
a swimmer does – training, but not straining.
This section also gives you specific methods of falling back to
pre-established endurance levels, on those occasions when you find that you’ve
tried to bring yourself along too quickly. Along the way, it develops a reward
system in which you get instant gratification for the act of
prospecting itself, rather than from the outcome.
SKILL. This last section of the book develops a series of
specific skills, including a variety of very low-key conversation-opening
scripts, non-threatening offers that get appointments, and thought-provoking
ways to handle Q&A/objections.