Ideas are a Dime a Dozen...

“Action is the measure of intelligence.” Napoleon Hill

Too often we are in search of that secret marketing formula that gets the phone ringing and customers coming in to buy. We hold seminars, showcase the “big hitters” in sales production at conventions, host discussion groups, and publish “best-practices” all in the hope of discovering the hidden treasure of sales success thought to be cloaked among the privileged and the elite class of sales professionals.

But for a nominal fee of $600, or some other ridiculous amount, it can be made available to the “masses” either by book or CD/tape. I heard it said that instead of learning the tricks of the trade, why not just learn the trade! This is sound advice for all of us—sales professionals and non-sales professionals alike.

Learning should Lead to Action. Simply "Knowing" Means Nothing.

"Action is eloquence.” William Shakespeare

There’s no substitute for the sales professional who “gets is done” in terms of results and sales growth and profits. Getting it done reigns supreme over the sales professional with ChFC, CLU, FLMI, AIC, CFP and any other designation the insurance and financial services industry can envision.

Please do not misunderstand me. Professional designations are important. They lend a lot of credibility to the competency of an insurance & financial services professional. But they mean absolutely nothing beyond proof of an individual’s ability to pass a test if the knowledge gained in these courses is not applied to everyday life as a professional.

Don’t confuse your classroom attendance and book learning with accomplishment and results.

One is simply the means to accomplishing the other if put in proper perspective. I have known people to be involved in all kinds of activities, attending sales seminars put on by marquis named sales experts who hold every designation imaginable. But they fail to link learning to results.

I believe in being a lifelong learner of the sales profession and the insurance industry. I am one of the biggest advocates of personal development and growth, particularly through the many opportunities our industry provides for its people. What I am an enemy of is knowledge for knowledge’s sake. For me, the display of real genius is in the application of what we know and have learned to the benefit of customers and the industry.

“I can’t spare this man; he fights.” Abraham Lincoln on Ulysses S. Grant

One of the most frustrating things facing President Abraham Lincoln was the failure of his generals to “execute” on the battlefield. As brilliant and learned as they were, their weakness was in failing to place their best efforts into how to execute those battle plan strategies and ideas on the field in order to defeat the enemy.
Of the military leaders President Lincoln could have chosen to lead the union forces; he chose the unpolished, but accomplished and results driven, Ulysses S. Grant over other learned and sophisticated generals of the time. Why; because Grant linked knowing...with doing. That was genius.

I know for many sales managers and agents managing their sales teams this frustration is all too familiar. Yes, ideas are precious, they are generated often times out of adversity or the need to overcome some difficult obstacle and they are not to be taken lightly when conceived and envisioned.

But, ideas are a “dime a dozen” if not executed.

Do not put your best effort in coming up with or co-opting the next big sales or marketing idea. Put your best effort on the execution of those ideas you already know to be effective and successful. The real “magic bullet” solution to most sales problems and slumps is the simple need for execution.

Examine your in-book and out-of-book customer base and marketing strategies. Write down the two to three strategies you know to be successful if executed. Be careful not to overburden yourself with too many strategies. Simply choose the top two or three strategies that will work. Once that is done, now work them! Execute. Invest your time; your energies into making something happen.

Act, Do, Execute.

While others continue to rack their brains and search the endless horizon for sales ideas and strategies, you’ll discover the true secret to success . . . execution.
In regard to those circumstances that you can control, stop the excuses that are so common to other sales professionals who are not growing or experiencing increased customer retention. Quit delaying the time for action on those things you know to be effective marketing processes and sales techniques that you can employ.
No more reasons why you aren’t doing something, or aren’t growing. No more searching for the answers to business success; you know the answers . . . They have been presented to you countless times through training, experience, books, colleagues, and observation…

Don’t think me insensitive or out-of-touch when I challenge you in this manner. I do understand that business ventures vary, that they are not the same and that no two markets or their demographics are the same either. Yes; I do understand that many variables come into play in order to drive the success that many of us dream of in life.

What I am challenging you to do is to reflect on your efforts, consider your circumstances and look at them through the prism of honest self-evaluation. It takes courage to do that and I applaud anyone who makes an honest assessment of their agency efforts.

In those instances where you have a measure of control to act, do and execute on a process or idea…I say, “Do it, and you will be glad you did.”

The choice is yours. If not for any other reason, “Do it for…you.”

Copyright © 2010 - Tony Cefalu