In a groundbreaking study by famous psychologist Walter Mischel. In the study, a group of four year olds were presented with a marshmallow. They were told if they could wait 20 minutes before eating it, they would get a second marshmallow. But if they eat it now, it would be the only marshmallow they get. Some kids were able to wait, others couldnt resist. Then, all the kids were followed up on many years thereafter. And heres the startling finding Those kids, like Pete Scalia, that were able to delay their gratification and wait 20 minutes to get a second marshmallow Were Much More Successful Overall In All Areas Of Life! Youll be startled by the drastic differences between these two groups of kids as they grew older. The ones who could delay their gratification had better social lives, were more intellectual, better off financially, and on and on. And this is important to you because by delaying your gratification you could be way more successful in business and elsewhere. Heres what I mean: I constantly see business people jumping straight into making a monetary sale. On their first contact, they want to extract money from their prospects. And then on every other contact they have with their customer, all they want to do is extract more money and ask for more sales. Surely, this makes many people money. But there is often a far better way to make money... and more of it. And that is by first providing great value to your prospects absolutely free without asking for money in exchange. An example: Do you know what is the biggest alternative health website on the entire internet? Its Mercola.com. Last I checked, they had about 1.5 million subscribers. Want to know why? For the first three years, Dr. Mercola did not sell a darn thing on his website. Instead, all he did was produce a tremendous amount of wicked good content via an e-newsletter for free. This built him a huge subscriber base and because his content is so good this built him tremendous trust and credibility. Then, when he started offering products, people began ordering them in droves. Remember this: One of the main reasons people do not buy from you is they dont trust or believe you. Thats why the first sale you should make is not selling your product, but rather, selling yourself, your trust, credibility, and expertise. I advise you to read this paragraph again because its that important. There is also an element of reciprocation with this strategy of value first, sell second. Because you are giving to people, they feel indebted to give something back to you. So when you finally do ask for a sale, they buy. Of course, you do not need to wait three years to make a sale like Dr. Mercola did. The point is, you should not just always be asking people for money. You should find ways to give your prospects and customers great value without asking for anything in exchange. Those that steal money for estimates are crooks!