Proactive selling work is often uncomfortable: few people are eager to make proactive calls, even to those we have trusting relationships with when the most likely outcome is rejection.

That’s why, from time to time, it’s important to remind ourselves of why we do this uncomfortable work, and who we do it for.

In other words, who deserves the sales growth that your proactive communications will create?

(And there is no question that the right proactive communications lead to increased sales. We know this, it is a fact: the more your customers and prospects hear from you, the more they buy from you.)

So, here is a list of very important people who deserve for your sales to grow:

• Your Family. If you’re like most people, you spend more time with work than with family. And yet, our families support us and trust us to contribute to their care. In the early days of my business, there were entire years when my wife, Lisa, believed in my work more than I did. We owe them our best, proactive effort because they deserve for us to make more sales. Your family deserves the good things that more money can buy,

• Yourself. You work very hard. You sacrifice for your company and/or your employer. You jump through customers’ hoops. You deliver first-rate customer service. You deserve to take more money home to your family.

• Your Customers. They trust you. They choose you, over and over, instead of the competition. They have choices, but they’ve come to you, often for many years. Do you know how you can tell when a company is struggling? You can feel that. Customers don’t deserve to feel that from you. Instead, they deserve to know that they are doing business with a thriving company that’s growing and taking market share from its competition. Your customers deserve more of your tremendous value.

• Your Prospects. All those people suffering through the competition right now, who have never had the pleasure to work with you, don’t know what life is like with you. They don’t even know what they’re missing. They think the lack of access and communications they deal with at your competition is just how it must be. They would benefit in myriad ways from working with you. They deserve to benefit from your great value and to be rescued from your competition.

There are more, but these four should help lead you to the phone today.

Call your customers and prospects, and ask them about their family, summer, and school starting. Be a human being with them. They will appreciate hearing from you. Then ask them what they are working on that you can help with. Offer additional products and services. Follow up and check in on your outstanding quotes and proposals.

Be present, show them that you care.

They deserve it.

And you and your family deserve the good things that come from this work.

To discuss systematizing the type of proactive outreach discussed in this article for your organization, please call me directly at 847-459-6322 or simply reply to this email.