Knowing what to do is different than actually doing it. Which is why I always ask: What will you do? What keeps us from doing the things we know we should do? Almost always, it’s our fear and our discomfort. We know, for example, the best selling happens on the telephone or face-to-face. And yet, we avoid the phone. We don’t want to bother the customer. We don’t want to annoy the customer. “If they need us, they’ll call us,” we think to ourselves.
I was doing a speech recently to a room of mid-market CEOs and several of the attendees were openly uncomfortable with some of the proactive communications techniques being discussed. They squirmed and they protested.