Paralysis by analysis. Cold feet. Fear of the unknown. These are all symptoms of the inability to execute a decision. Any business expecting growth knows that these characteristics sound the death knell of the most thoughtful and intelligent strategies. If left unattended, these symptoms can bring a business to a screeching halt. Regardless of the enterprise’s condition, opportunities abound. Options are everywhere. But in order to ignite progress, someone must make a call!

Making a call can mean either launching an initiative or grabbing the phone. Both actions are right, but the order makes a tremendous difference. The situation requires deliberate action; the more tactical, the better! Randomly making decisions is a reckless way to operate. Progress requires a certain level of structure. Consequently, a two step-process equips any leader to make a call that achieves results!

Step 1 – Make a Decision
Before making effective decisions, leaders initiate processes that plan on leading to intelligent outcomes. Commitment, discipline and preparation represent the foundation of this process. The commitment leads to thoroughly gathering accurate facts. Successful leaders realize that efforts are applauded, but results are rewarded. Consequently, a commitment must be made to plot an informed course to achieve results. Discipline enforces the commitment because recurring success requires following the steps to successful outcomes. Then, preparation for repeatedly achieving the desired outcomes is the step before triggering the process. Recognize that business is built on performing proven actions leading to expected results. Make the right decision. Let the process drive the desired results.

Step 2 – Make A Call
“Nothing happens until a sales is made.”, according to Thomas Watson, Sr. To make a sale, stereotypically, someone must make a call. Customers buy because of a relationship with a seller. The relationship can result from past history, social media connections, referrals, reputation, brand equity, or a personal “how may I help you?”. The critical component is that the seller has to initiate contact with the buyer to create awareness of the opportunity. In real-life, “make a call”, means connecting with a customer so that they are fully aware that the seller can solve a problem or meet a desire. Make a call requires communicating to a potential customer to please come buy from us.

The purpose of making a call, under both interpretations, is to communicate that a seller wants to consummate business. Consequently, the seller needs to be ready to execute. But, execution cannot happen without an explicit process. The call must be made. Not all calls will be successful. But successful marketing efforts rely on the truth manifested through a process of fail, fail, fail, win! While painful, the failures pale in comparison to the euphoria of the win.

The wins carry the day. The multi-step process merely represents the drudgery. Sales success validates that the marketplace chose you and the process works. Embrace the success. Make the call. Expect the win. The next connection might just be the next victory. At the end of the story, results matter. And, this process delivers the results!

By Glenn W Hunter
Principal of Hunter & Beyond