A truly honest assessment of how your sales time is spent and the associated results can be an enlightening exercise. Who is your best client or customer? How did you find them? How much of your time are you spending trying to repeat that same process? How much time are you wasting with less productive initiatives or people who are less likely to buy?

Here are a few steps to help you make an assessment:

1. Define your ideal prospect. Use your best customer as an example. Who are they? How big are they?

2. Determine your most effective marketing tools. What marketing initiatives provide the best results? Where do your closes come from? What is producing the right kind of prospects?

3. Refine your marketing plan. Once the first two steps are clearly and honestly defined, make sure your marketing plan is directed at repeating the process. Refine the plan so it is accurately aligned with your findings.

4. Stop doing everything else. Throw away everything else that does not fit, and only spend time pursuing your best prospects and executing your most effective marketing campaigns.

It sounds simple, but if it was easy, everyone would already be doing it. Maintain focus on your best prospects and best marketing channels. As your discipline to this concept increases, your results improve dramatically.

John Scranton is an insurance agency marketing expert and vice president of StartUpSelling Inc. For more information and tips from Scranton, go to http://startupselling.com/blogs/johnscranton.

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