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stress" will always be under a great deal of it. It's no surprise then that people continue to take on new
things until they max out their stress level. Carlson suggests the solution is to reduce our tolerance to
stress. He goes on to say, "When you're feeling out of control and resentful of all you have to do, a good
strategy is to relax, take a few deep breaths, and take a break." He suggests reorganizing your day and
not worrying that you won't get it all done. "When your mind is clear and peaceful and your stress level
is reduced, you'll be more effective and you'll have more fun." [4] I agree. I suggest you lower your stress
tolerance by exercising one of the 3 Ds: do it, delegate it, or dump it. Learn how to say no. Stop taking
on more than you are physically or mentally able to handle. If you find yourself overwhelmed (and who
hasn't?), break down your projects into smaller, manageable parts, then assign yourself SMART goals
with deadlines. Most tasks can be broken down into smaller parts, thus eliminating the need to commit
to a huge uninterrupted chunk of time. As you may have heard: "How do you eat an elephant? One bite
at a time." So make your time management motto this: Inch by inch, anything's a cinch.

Another way to help you put more control and less stress back into your life is to follow these four
sequential steps:
1. Identify the source. What is causing the stress, what are the stressors? Examine
your environments, both work and play, and isolate potential stressors. Explore all
areas of your life.
Recognize the symptoms. What symptoms are you experiencing because of the
2.
stress: losing weight, gaining weight, drinking or smoking more, general poor health?
Everybody reacts differently to stress. Know your body and how it reacts.
Create solutions. What can you change, what can you do differently? You are in full
3.
control of initiating change. Other than death, taxes, and who your parents and siblings
are, you can change almost anything. You have full control over your destiny”no one
else does. If you don't like your job, change it. Don't like the city you live in? Change it.
Don't like your level of education? Change it.
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Set SMART goals. What is your action plan for change? Set a course of action that
4.
will eventually bring about change. It won't happen overnight. Distractions can be a
major deterrent to getting things done. Identify what is distracting, and find ways to
eliminate it. No question that stress continues to be a virus that robs us of valuable
face-time with potential customers. My overall suggestion is to identify your stressor
and get rid of it. Sure, easier said than done”but get off your butt and JUST DID IT!
The Calgary Herald. Employee Stress Cuts Productivity, Study Declares. April 15, 1998.
[3]


Carlson, Richard. Ph.D. Don't Sweat the Small Stuff...and it's all small stuff. Page 53“54, 1997. Hyperion.
[4]
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Let's Do Lunch: Meal Protocol
Next time you say, "Let's do lunch," you may want to consider how it relates to your ROT. Effective
time management is a discipline that must be practiced every day, all day”including meals. The three
meals of the day offer an excellent opportunity to extend your selling hours and possibly increase your
productivity.

With an eye to that end, I offer you these guidelines on meal protocol and maximizing your meal time
with customers:
Breakfast. A great way to begin the day with a potential or existing customer. Meet at 6:30 or 7:00 AM
at a spot conveniently located close to their office. The dialogue should be 90% business, 10% social.
You are there to sell the customer and through open conversation, discover how to earn their business.
Your agenda is, "I want your business, how do I go about earning it?" Don't be afraid to express your
intentions. The conversation will quickly move to business and they expect you to be asking questions.
Breakfast is quick, it's cheap, and it provides excellent one-on-one time with your customer. It offers a
more relaxed venue than the office and may inspire the customer to share some valuable information.
Give it a try”it works well.
Lunch. What should be on our agenda when we "do lunch"? The primary objective of lunch is to thank
them for their business. Don't do lunch until after you are doing business with them. During lunch the
dialogue should be 40% business ("Thank you for your business. I want to continue our relationship by
exploring other opportunities") and 60% social. Humanize the relationship and learn about some of their
hobbies and interests. Personally, I will not do lunch with a customer until we have had an opportunity
to do business together. Lunch can easily be seen as an attempt to buy their business.
Dinner. A great way to truly get to know your customer and show your appreciation. The dialogue
should be 10% business and 90% social. The 10% business is simply to acknowledge their importance
as customers and say thank you”leave it at that and enjoy the evening. However, if the customer
wants to talk shop all night, go with it”it's their evening. You might want to consider planning some
social topics to safeguard against any extended periods of silence. Also, I suggest you make dinner a
foursome”include spouses or significant others.
"Where did the time go?" is a cry frequently heard among sales professionals working under the stress
of increased demands. The answer lies in the daily application of five time-management principles to
organize your life, using your time in the best possible way. Through effective allocation and
organization of your time, you will have more control over your activities and reap the benefits of a
proactive approach. The sooner you make the decision to take action, the sooner you'll have more time
to enjoy life and experience less stress. At the end of the day it comes down to three options: do it,
delegate it, or dump it. Enjoy your new-found freedom and the rewards of effective time management.
Work to live”don't live to work
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Notes
1. Taylor, Harold. Time Management Seminar. Calgary, Alberta. 1993.

2. Author Research.

3. The Calgary Herald. Employee Stress Cuts Productivity, Study Declares. April 15, 1998.

4. Carlson, Richard. Ph.D. Don't Sweat the Small Stuff...and it's all small stuff. Page 53“54, 1997.
Hyperion.
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Chapter 5: Prospecting: I Know Where You Are
Hiding
Overview
Remember playing the game hide-and-seek as a child? It was quite gratifying to find the person within
the allotted time and then outsmart your friends by hiding where they would never find you. Well, in
professional selling, you and your competitor are constantly engaged in a different kind of
hide-and-seek. It's called prospecting”corporate hide-and-seek. Potential customers are out there,
located in various geographical pockets throughout your territory. Success goes to the one who is most
creative in finding and developing new customers, new markets.
Many sales experts and authors suggest that prospecting is the most important activity within the
Sequential Model. Filling your sales funnel is the key to your economic survival. Your sales funnel is
your inventory of potential customers. Through prospecting, customers enter your funnel as qualified,
potential A or B accounts, each with its own sales cycle. Every customer has different viscosity, the
time it takes to flow through the funnel and become an active account.

The emphasis on prospecting can vary among various selling fields but at the end of the day your
success is determined by the quantity and quality of customers in your funnel. Constant prospecting
and cultivation of your market, be it local or global, is the lifeblood of any business. All other activities
center around your ability to keep the sales funnel full. However, a major oversight of many salespeople
is that they ignore an emptying funnel. They become so focused and excited about developing new
leads they fail to remain focused on their commitment to ongoing prospecting. It's not long before they
realize their funnel is empty and panic sets in. This could be disastrous as it may be weeks or months
before another potential customer works through the funnel. Be cognizant of your funnel inventory and
continue to fill it with new opportunities, all while servicing and growing existing accounts.

As a sales entrepreneur, you must actively pursue new potential accounts to ensure you meet and
exceed your sales and personal goals. With a customer attrition rate of approximately 15“30% and the
constant threat of local and global competition, you can't afford to ignore the significant contribution
prospecting makes to a business. Without a commitment to growth, how do you expect to meet or
exceed those new quota targets assigned to you every year? You won't. Remember, employers reward
results, not activities.

Speaking of growth, it's important that as a sales entrepreneur, you understand the difference between
economic growth and real growth.
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Growth Versus Real Growth
Time for a quick lesson in sales economics 101. Very few salespeople, management included,
appreciate the difference between economic growth and real growth. I bring this concept forward
because I have seen many salespeople and sales managers base performance appraisals and
productivity on the wrong indicator. Growth is a result of a strong, buoyant economy; growth due to
outside factors such as low interest rates, high consumer confidence, high demand, and limited supply.
Your business becomes the beneficiary of economic growth stimulated by a strong, active economy.
You did nothing to stimulate it”you only reacted to it. This scenario often creates a false sense of
productivity throughout the company as management proudly high-fives each other. In boardrooms, they
exclaim: "Aren't we great, we are 15% ahead of last year's numbers. Wow, we're awesome." Who's
kidding whom? Yes, you may be up 15% but so is everybody else in your industry. You're all on the
bandwagon together, riding on the coattails of strong economic growth. However, real growth is over and
above economic growth”growth on top of growth. Real growth is stimulated by effective prospecting
and is critical for long-term success. For example, if the economy generates 15% economic growth,
your goal may be to achieve 5% real growth in addition to the 15%. Thus, when the economic wave
crashes (they usually do) and the 15% growth evaporates, you're still left with 5% growth”probably 5%
more than your competitors. That's real growth. It doesn't take very long to see and appreciate the
tremendous impact real growth has on a business. Salespeople and managers usually don't think about
growth in these terms. It's time you did. Reevaluate your productivity and challenge yourself. Is my
business growing, or is it really growing? Clearly, your objective as a sales entrepreneur is to drive real
growth. Don't simply respond to a natural economic growth spurt.
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Where to Find Them: 22 Ideas
With that end in mind, I offer you the following 22 prospecting sources to help stimulate real growth
within your territory and your business”ME INC.
1. Newspapers. Review the business section, want ads, and business articles to get
company names and ideas as to whom you might want to approach. Look for corporate
announcements as well. The newspaper can provide lots of ideas.
Industry Associations. Get a listing of companies and individuals who belong to
2.
specific associations”legal, medical, engineering, and so on. Consider offering yourself
as a keynote speaker at their next meeting. They are always looking for ways to spice
up their meetings”maybe you're the answer. If you are terrified of speaking to a group,
bring along someone from your company who enjoys it. Your company will look good
and you'll get the leads.
Yellow Pages. This is an excellent source of businesses within your territory. Start
3.
calling from the back of the book with the Zs and work forward. Most salespeople start
at A and never get past the Es. Chances are good that businesses toward the back of
the book have never been called. You may want to consider purchasing Yellow Pages
from other cities that are within your geographical territory. Alternatively, you can
access Yellow Pages for any city on the Internet.
Vehicles on the Road. Get company names and phone numbers painted on the
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hundreds of trucks, service vehicles, and company vans you see every day. They may
even have a toll-free number proudly displayed, so use your handy tape recorder to
record the information. Then follow up.
Trade Shows. You can't get a faster introduction to a large number of customers all
5.
under one roof. I have met some of my largest customers at trade shows. However,
don't be intrusive and try to sell them at the show. Rather, ask a few up-front questions
to determine their potential then get a name to follow up with later. Call your local
convention center or chamber of commerce and get a calendar of upcoming events.
Library. Use your local library. It often has current business publications, annual
6.
reports, and an archive of newspaper articles on micro-fiche. Make a copy of relevant
articles, announcements, and want ads. Then put them in your prospecting file for future
follow-up.
The Internet. The world's largest library is at your fingertips. If it's not on the Net, it
7.
hasn't been thought of or invented yet. Use it to retrieve valuable information about a
specific industry, investigate new technologies related to your field, subscribe to mailing
lists, tap into a newsgroup, and so on. The Internet offers a plethora of opportunities for
prospecting and sources of information otherwise unavailable to you. However, I caution
you: It can be time-consuming. Don't become a mouse potato and waste away selling
hours or janitorial hours distracted by the fun of it.
Friends and Allies. Ask among your circle of friends and current business allies for
8.
referrals. They are often willing to help you out”simply for the price of asking. After all,
the more people you know, the more people you're capable of knowing. As one of my
friends said, "It's not who you know, it's who I know."
Breakfast Clubs. Consider joining one that helps you network. They are always looking
9.
for new blood, new members. Alternatively, offer yourself as a speaker”they often look
for interesting people to feature as a keynote. Talk about an exciting, interesting new
technology developed by your company or emerging trends within your industry. Heck,
you'll probably get a free breakfast out of it and it's a great way to get your day started.
10. Old Files. Take a gander through old files in the office. I'm sure you'll find some orphan
accounts”perhaps even some potential born-again accounts.
11. Target Markets. Pursue a specific profession and learn what you can about it. For
example, it might be legal, medical, communication, transportation, construction, food
service, and so on. However, don't try to spread yourself too thin. Concentrate on one or
two specific professions and become an expert in that field.
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12. Subscriptions. Subscribe to appropriate business magazines. They are often rich with
corporate articles and advertisements that may introduce you to the new kid on the
block or to a company you haven't heard of before.
13. Referrals. Perhaps the most overlooked source for new business. Simply ask existing
customers for a couple of names that they would be comfortable passing along. There
are plenty of books and seminars outlining effective strategies of networking. I suggest
you consider honing your networking skills because the return on your investment is
like no other.
14. Business Directories. Several companies offer business directories that list all the
businesses in your area. Listings include size, locations, president's name, executives,
revenue, product lines, and key contacts. These directories can be purchased for a
nominal fee and can be broken down by geographical area, revenue, size, or by number
of employees. Some directories have the option of cross-referencing phone numbers,
addresses, subsidiaries, and parent companies. It can be a worthwhile investment.
15. Internal Customers. Nonsales employees can be encouraged to provide leads. An
uncle, cousin, or a friend who works at a company might be a potential customer. Even
the people in the service department could be very helpful to you. Some companies
support this method by offering a financial incentive for every prospective customer they
pass along. If the company doesn't pay an incentive consider offering one yourself”even
if it's only a $50 gift certificate for a local restaurant. People generally respond favorably
to gestures of appreciation.
16. Observation. Keep your eyes and ears open. We are bombarded daily with thousands
of messages”billboards, radio, advertisements, banners, TV, and so on. Look for
anything new within or around your territory”construction, an information sign on a
building, or remodelling in progress. Take an unfamiliar route to your existing customer
to see what's going on in and around your territory. Don't drive by and wonder”stop in
and find out.
17. Building Directories. Every office building has a directory on the main floor that lists
the businesses throughout the building. I used to take a picture of it or recite the names
into my tape recorder then follow up by telephone and qualify for any possible potential
customers.
18. Social Contacts. This goes beyond your immediate circle of friends and family to
include neighbors, members of social, community and religious organizations; former
classmates and any other group whose members might buy the type of product or
service that you offer. These social events are an opportunity to meet new and
interesting people. However, be tactful when pursuing these contacts. Don't come
across as the leech who's always looking for a lead”who looks at every social event as

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