Is there a difference between your current level of performance and the one you hope to achieve? Can you see a gap between the two? If you’re serious about arriving at that higher level of success, you must begin to fill that gap.

If I had to guess, I’d say the gap between your present sales results and the results you strive for could be filled by better prospecting. No one likes to talk about it, but too little prospecting inevitably leads to major gaps in performance.

To fill your performance gap, be willing to disqualify non-opportunities, to follow an effective sales process and to ask for the commitments you need. Without these disciplines, you will waste time on slow or stalled deals, which will lead to a drop off in performance.

The gap between winning and not winning your dream client needs to be filled with a consistent effort to become a value creator, a steady stream of new business ideas and a relentless pursuit of superior service. That gap will widen if you neglect your clients or give up too soon on landing your dream client.

The gap between your ability to create value for your clients and the value they need you to create can be filled by a curious mind that naturally seeks out answers to problems, an aggressive personal and professional development plan and a certain amount of time set aside for coaching and mentoring.

Things are tough out there, there’s no doubt. But if you rigorously apply your sales processes to your business, you can begin to close those gaps.

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S. Anthony Iannarino is the managing director of B2B Sales Coach & Consultancy, a boutique sales coaching and consulting company, and an adjunct faculty member at Capital University’s School of Management and Leadership. For more information, go http://thesalesblog.com/s-anthony-iannarino/