One issue I find perpetually frustrating is how often companies neglect the goal of their sales efforts: Getting a deal. As someone who has been on both sides of the fence—initiating partnerships and being sold to –—I am particularly sensitive when I see people making fundamental mistakes.

Focus on the goal

The first manifestation of this problem is when people focus on arranging meetings (or calls), rather than qualifying potential partners and seeing if there is a reason to meet. There is no value in a meeting just for meeting’s sake.

Trade shows are a great example of people losing track of the goal. Prior to a major trade show, even if I am not attending, I got multiple meeting requests. Very rarely do people try to qualify whether or not it is worth their time meeting. Given that everyone has a limited schedule, they are potentially not only wasting 30…