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Guest post by: Leanne Hoagland-Smith Become an Author

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Critical success factors are present in every business from securing new clients to keeping fixed costs low. However, this one critical success factor, a laser focus attitude, is missing from many businesses and sales professionals.

To increase sales requires a laser focus attitude in many areas. One of the primary areas is being able to quickly identify your target market and even better yet your top 5 potential qualified customers (a.k.a. qualified prospects). These individuals or organizations are also identified as your sales targets that evolved from your market research within your strategic action plan. Sales Coaching Tip: Marketing and sales action plans are required and not an option.

The lack of this attitude is very apparent when talking with my sales coaching clients to working with business networking groups. Just the other day at one of these groups, Indiana Business Networking, I asked the 15 members present to share one ideal potential client or target market. About 20% could quickly respond to this question with 60% having some trouble and the final 20% remaining absolutely clueless.

One of the members when pressed to respond with specificity said her target markets was any health care professional with a database. After further clarifying questions from other members, she finally identified chiropractors as a key market for her products and services.

What was interesting to note is that the 80% who could not quickly provide a response were quite uncomfortable during this process. They had all to a person expressed that they were having challenges achieving their goal to increase sales.

This does not surprise me as given that I suspect their marketing and sales actions could be called "spraying and praying." These folks are spraying their activities all over the place and praying something will stick. As my good friend, coach and colleague, Doug Brown has so often said, "People confuse motion with progress and activity with results."

What would happen to your business if you, as one radio talk show hosts so often states "focus like a laser beam," adopted a laser focus attitude? Consider writing down your top 5 potential qualified customers. Then let everyone you now that you desire to meet these individuals. According to Bob Beaudine, author of The Power of Who, you already know everyone you need to know to reach that next level of business or personal success. All you must do is to take action through your laser focus attitude to leverage this critical success factor if you wish to increase sales.

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