The Dreaded Day Three Syndrome

Recently, my 17-year-old daughter, Kati, joined a gym to get into shape before prom. Apparently her all-brown-food diet (Doritos, Coke, Chinese food, etc.) had given her an unsightly form. I was going to point out that her $3-billion “I promise I'll wear it again, Daddy” prom dress would only show her neck, but I wanted to see what kind of motivation she had.

Like the rest of us who have such a dream, Kati made it to the gym and worked out on Day One. And like most of us, she moaned and groaned and recovered Day Two, but went back to the gym anyway. Good girl!

On Day Three, the wheels fell off. With an array of excuses, including the Big Lie—“I'll do it tomorrow, I swear”—Kati, her momentum and her fanny became sedentary once again. Kati had fallen victim to the dreaded Day Three Syndrome. She is in a 12-step recovery program out in Arizona now.

I read once and have always believed that it takes 21 consecutive days' work to change behavior. I also believe that the most challenging day in the process of changing behavior (in this case, developing new business) is Day Three. Overcoming that hurdle is the difference between making it a habit and watching effort fade.

Take prospecting, for example. In my live seminars on this subject, I ask company presidents and managers a question: “What percentage of the sales people who make a first-time phone call to you never call a second time?” In the five years I have run that seminar, the answer has never fallen below 90%. Now, think about that for a moment.

That means nine out of 10 times the voice mail that closes with “I'll call again soon” really means “I'll tell you that I'm calling back, but in actuality I'll get busy doing something else and move on to a different project. In a few weeks, I'll find your business card on my messy desk but won't call because now too much time has passed, and I feel stupid. Buh-bye.”

Imagine how persistent the sales rep that calls a second time looks in comparison to the masses. Everyone can make the first call. Few make the second. Day Three is almost unheard of.

Curing Day Three Syndrome does not require a telethon or fundraising of any kind, though if you'd like to send me a check, I'll see that it helps the needy (or goes to Kati's college fund). The next time you begin a project, be it prospecting for new business, starting a diet or anything that you hope to implement in your daily regimen, make it a short-term goal to get over the third day. Achieve that and you are on your way. Momentum is building. Confidence grows. Good things follow.

As with any process, accountability is the key. The best way I know to get someone to do something is to follow up with them, myself included. Now that you know Day Three is a killer, ask someone to check in on you to ensure that you get over that hump.

At the moment, I am developing a new Time Management program. I have two groups going. With one, I check in at week's end. With the other, I check in after Day Three. Not surprisingly, allowing for a week to pass results in failure to meet the goals. The group that gets a nudge on Day Three stays on task. Lesson learned.

Kati learned a lesson, too. She learned that there is a term for people who sign up for gym memberships and don't go: Profit.