You will have to do some of the things you already do, but you’ll have to do them better. You’ll have to do some things differently. You may even have to learn some new skills and techniques. Whether you are selling a product or service; whether you represent a well-known, established company or a brand new start-up; one fact remains clear: it is unlikely that you will maintain a competitive advantage unless you continue to improve your ability to attract and keep customers. Chances are if you continue doing things the way you have always done them, you will lose market share instead of gaining it. You are the catalyst for improving your results. Your success and the success of your company depend upon your ability to reinvent yourself and your processes and apply them for improved results.

The key to everything is action. All the knowledge in the world is of little value unless it is put to use. Knowledge is not power, applied knowledge is power. Excelling in a sales profession means never accepting less than the best … from life and from you. Excellence is not a position. Excellence in sales means being the best you can be. It’s a continuous process of stretching yourself, your abilities and your skills. You are the critical factor in reaching higher levels of success. The road to success is always under construction. There are always improvements to be made.

In today’s competitive environment, sales represent the critical cog in the success of any operation: revenue generation. Sales is the lubricant for the wheels of all business. It is the link between the production of all products and services and the consumption of all products and services. All business is sales driven.

Whether you call customers “accounts, clients, patients or members,” in sales terms they are customers. Regardless of what your organizational term is, you need them to keep you in business. In the book, Thriving on Chaos, Tom Peters suggests that professional salespeople are at the heart of business and that for a business to survive and succeed, extensive development of salespeople is essential.

A top IBM sales executive once said it very simply, “If they don’t buy you, they sure aren’t going to buy whatever else you’re selling.” There is a great deal of wisdom expressed in that opinion. Truly successful salespeople are never satisfied. They are constantly striving to improve their prospecting skills, their presentation and their customer base. Success belongs to those who refuse to be satisfied with the status quo. “I am doing okay,” may well be the four most dangerous words in a salesperson’s vocabulary. Satisfaction with the status quo is one of the greatest deterrents to achieving success. Preparation for success begins with your commitment to learning what you need to learn and doing what you need to do.

You are the cornerstone of your success. Innovative ideas and finely developed skills are required to realize that success. You must continuously strive to develop skills that are effective in today’s complex environment. Focus on improvement and excellence. Satisfaction with the status quo has no place in the world of sales today. Remember, it is better to dare mighty deeds than to live a life of quiet desperation and wonder what might have been.

Tammy A.S. Kohl is President of Resource Associates Corporation. For over 30 years, RAC has specialized in helping businesses accelerate results through sales development and sales coaching. For information go to www.resourceassociatescorp.com or contact RAC directly at 800.799.6227.

Many businesses of many sizes have spent the last year dealing with the challenging times. Some businesses have failed, many are still floundering, and many businesses are just stuck. Often when we are defensively forced to deal with outside forces we get so ingrained in our defensive mechanics that we get stuck in that mind set. Defensive mechanics will not lead to positive growth and/or results. There is no question the business world is in the process of creating a new normal. The question becomes how is your business creating and defining its new normal? What will positive growth and future success look like for your company?

It has been our experience that creating a new normal requires going back to basics. Here are some thoughts to consider that have helped our clients get unstuck:

• What is the basic foundation and business philosophy of your company?
• Why are you in business?

The answer to these two questions will reconfirm or reestablish the reasons your business exists and provide a much needed guidepost. After you reconfirm or reestablish the reasons your business exists take the time to review your vision and values.

Tom Peters said, “A clear vision of the desired future state of the organization is an essential component of high performance.” Creating a new normal requires reevaluating your vision of the desired state. Based on the changes in the current business climate, what will your organization look like in the future? The vision statement provides focus for everyone in the organization. An understanding of the vision provides the foundation for day-to-day decisions. A vision energizes action, toward a future that is better than today. How does your company’s vision need to change? There is one universal rule in success: you will never be greater than the vision that guides you. Perhaps for your organization, getting unstuck requires revitalizing your company’s vision.

In addition to a clear vision a successful company needs to communicate values and principles by which they do business. Values represent your philosophy for achieving success and they serve as important guidelines for everyday behaviors and decisions. How have recent changes in the business world impacted your values and principles? What does your organization believe to be true and non-negotiable today? As Peter Drucker said, “The purpose of an organization is to attract and maintain customers in order to generate profits and viability.” Issues such as current customer’s expectations, product quality, and service should be taken into consideration in your values statement. Your values should take into account how you feel about and the value you place upon your customers, your employees, your suppliers and vendors, stockholders, the community and all others with whom you interact and do business.

Re-evaluating your vision and values are the first two steps to revisiting your strategic direction. We have found in these ever-changing times that strategic planning is no longer a discretionary decision, and it provides the impetus to getting unstuck. Create your business’s new normal by re-evaluating your strategic plan and implementing the critical success factors that will propel your business forward. There is a very high likelihood that what you are doing today and what you did yesterday will not produce the results you want to see tomorrow.

Tammy A.S. Kohl is President of Resource Associates Corporation. For over 30 years, RAC has specialized in business and management consulting, strategic planning, leadership development, executive coaching, and youth leadership. For more information visit www.resourceassociatescorp.com or contact RAC directly at 800.799.6227.