identifying and clarifying your Ideal Customer Profile. Define what companies are the most similar to your top 5-10% of your customers, defined as the ones likeliest to purchase for the most revenue, and develop focused target lists based on these tight criteria. 3. Research rather than sell: When reps do call into cold accounts, rather than cold calls, make “research calls.” The intention is different, rather than trying to get the decision maker on the phone, a rep simply learns about the company and whether there is even a potential fit or not. 4. Blackberry-sized emails: Avoid sending long sales emails that no one reads. Send emails that are very short (readable on a blackberry) and to the point. Be honest and to the point—what are you looking for? 5. Go beyond basic SFA: Leverage your sales force automation (“SFA”) systems in every way possible. For example, you MUST use dashboards. What about applications for de-duplication and data cleansing, contact acquisition, or tools that tell you when prospects that you are in touch with visit your website? There is a wealth of options now to enhance every step of your process — in fact, there are so many options it can be confusing! Don’t let that stop you from constantly testing new applications to see what works for your company.