A while back, I heard a radio ad for a start-up business incubator.

The ad used an analogy to communicate the value of its service.

The narrator posed the question:

How successful would a world-class cyclist be, if he was required to compete using a tricycle while the other competitors are using state-of-the-art bicycles?

The point is obvious–without the right equipment, talent and level of effort become irrelevant.

Many of you are competing against companies who offer limited training and poor systems to agents in exchange for higher splits and lower fees.

These companies use an ego-engaging message to seduce the new agent:

All you need is talent and hard work to build a successful real estate career.

You know better.

Talent and hard work combined with an effective system (the bicycle) will always beat talent and hard work applied to an inferior system (the tricycle) or no system at all (running).

Using this bicycle analogy is a great way to communicate the compelling value of working on your team.