As a sales professional, your greatest asset is your time. The most important thing you can do is ensure you are spending time with the people who represent the greatest lifetime value for your business.

Another way to look at this is to spend as little time as possible with anyone who represents a low lifetime value for your business. You may be tempted to spend time talking with low value individuals in the “hope” they can be valuable, or might become valuable. Or, even worse, you spend time with them because it feels productive. The more experienced you become, the faster you will realize that it’s a flawed strategy.

The most important thing a sales professional can do is “Move On – Quickly!” (politely and professionally) when you find yourself spending time with the wrong person. This is the only way to guarantee you will spend your precious time with the right people.


About Glenn Gow

Glenn Gow is founder and CEO of Crimson Marketing, an expert in marketing strategy for technology companies and author of the book “Revenue and the CMO”. More about Crimson Marketing at

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