If you want to be more successful in sales, simply examine how you own your business.

Successful sales people own their business in three ways every day: they own the past, the present and the future.

Own Your Past

It is an established fact that the easiest way to build a thriving business of any kind is to leverage customers earned in the past. Knowing this, how do you mine the gold that’s locked in the wants and needs of your existing customers? When you decide to deepen the relationships with your current customers you will find opportunities to sell them more products and services.

You can own your past sales business in any number of ways. Some salespeople send anniversary cards for products delivered, others send client birthday cards to stay in touch. You may feel more comfortable sending relevant news articles or sending custom coupons to stay top of mind. Regardless of which method you use, staying close to and developing the relationships with customers you sold in the past will put you on the road to sales success.

Own The Present

OwnHow are you advancing the business that you are currently working on? Successful salespeople use every available tool to help them keep track of and effectively manage their their prospect funnel.

Your most critical investment must be some form of customer relationship management system (CRM). It doesn’t matter if you invest money into an off the shelf system or you create one with a shoebox, some crayons and index cards! The CRM system allows you to track the progress of leads and prospects and much more. It also helps you determine if and when a nonproductive or unresponsive prospect should be kicked out of the funnel!

As much as focusing on turning prospects into customers is critical, knowing when and how to stop wasting resources on non-productive nonresponsive prospects is just as important.

Own The Future

If cash is the lifeblood of a company, client acquisition is the oxygen that the company breathes. [Tweet This]

As a sales professional you should recognize this fact and constantly work to build your own future client base. It is obvious to see that the future of sales will have a huge client acquisition element. To develop your future client base, you have any number of available tools:

  • Networking events
  • Social media
  • Mailing lists
  • Referrals
  • Cold calling
  • Homegrown marketing events
  • Business partnering

The list of tools is virtually inexhaustible. It is up to you to decide which tools you are going to use and then to use them to their fullest extent.


How you approach your business is going to be unique. There is no magic formula that says the exact number of hours to spend each day working on developing past, present and future business. For some, the number may be two hours for each phase. Working on one aspect each week of the month may make the most sense for you and your business.

Regardless of how you approach each phase of business development, it is mission critical that you consistently approach each of them. When you master the required discipline to consistently work on all three phases of your business, you will be recognized as a success!


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1 Comment

Selling Retail in a B2B World - Elite Sales Institute, LLC · December 17, 2019 at 7:23 am

[…] The RSP must balance the need to move to decision points, decrease cycle times and build enough rapport. This time needed to strike this balance varies from prospect to prospect and consistently locating it is the retail sales professional’s daily challenge.  […]

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