A small-business owner was in trouble with her sales, so she decided to call in an expert to give her an outsider’s viewpoint. After she had gone over her plans and problems, the business owner took the sales expert to a map on the wall and showed him brightly colored pins stuck wherever she had a salesperson.

“Now,” she asked the expert, “for a starter, what is the first thing we should do?”

“Well,” replied the expert, “the first thing is to take those pins out of the map and stick them in the salespeople.”

In other words, get them off their duffs and out there selling!

I recently saw a statistic that said:

Two percent of all sales are made on the first contact.

Three percent of all sales are made on the second contact.

Five percent of all sales are made on the third contact.

Ten percent of all sales are made on the 4th contact.

Eighty percent of all sales are made on the 5th-12th contact.

Lesson: It pays to stay in touch with your customers.

A florist celebrating the 100th anniversary of his business was asked why his company was so successful. He responded: “I have one employee responsible for sending out reminders about who-sent-what-to-whom last year at this time, and many repeat orders are generated by this simple call.”

Calling on customers multiple times is crucial for many reasons. First, it builds a relationship. The more you interact with customers, the more likely they are to think of you when they need a product or service you offer. Regular contact keeps you at the forefront of the customer’s mind.

Each call can provide more insight into the customer’s needs and challenges. This information allows you to tailor your offerings and demonstrate how your product or service can solve their specific problems.

Multiple calls give customers a chance to provide feedback on previous interactions, products or services. This can guide your approach and improve customer satisfaction. Not every call will result in a sale, but persistence is a key in sales. It often takes several touchpoints before a customer is ready to buy.

Timing is everything in life. Customers buy on their schedule, not on yours. Frequent calls increase the chance that you will reach them at the right time -- when they are ready to make a decision. Even if a customer isn’t ready to buy, they might know someone who is. Regular calls can prompt them to refer you to others.

In addition, repeated calls help you develop resilience to rejection. The more you call, the better you become at handling objections and learning from each interaction. Ten setbacks are the going price for any worthwhile win. Analyze every failure, but never wallow in one.

Remember, the key is not just to call often, but to make each call meaningful and respectful of the customer’s time. It is about finding the balance between being persistent and being a nuisance.

One example that comes to mind is the story of a car salesperson who understood the value of building a long-term relationship with his customers. After selling a car, he didn’t just consider the transaction complete; instead, he followed up with a phone call to ensure the customer was satisfied with their purchase. This is a critical step because it shows the customer that their satisfaction is important, even after the sale is done.

But he didn’t stop there. He also made it a point to ask the customer about their usual car ownership cycle and promised to reach out again in the future when it was time for a replacement. This approach not only sets the stage for a future sale but also keeps the door open for ongoing communication and potential referrals.

Moreover, he offered an incentive for referrals that resulted in sales, promising to donate to the customer’s favorite charity. This not only encourages the customer to refer others but also aligns the salesperson’s interests with a cause important to the customer, further strengthening the relationship.

This salesperson’s strategy of multiple calls and thoughtful follow-up is a prime example of how persistence and genuine customer care can lead to repeat business and referrals, which are gold in the sales industry.

As sales strategist Rob Liano advises, “People don’t want to be sold, they want to be served.”

Mackay’s Moral: The fortune is in the follow-up.

There once was a farmer who won the award for the best wheat in the county every year. One day a woman asked him the secret to his success. He told her that the key is to share his best seeds with his neighbors so they could plant good wheat as well.

The woman asked, “How can you share your best wheat seed with your neighbors when they compete with you every year?”

“That’s simple,” the farmer replied. “The wind spreads the pollen from everyone’s wheat and carries it from field to field. If my neighbors grow inferior wheat, cross-pollination will degrade everyone’s wheat, including mine. If I’m to grow the best wheat, I must help my neighbors grow the best wheat as well.”

This is not only good advice for growing the best crops, but also excellent advice for how to live your life. If you want to live a meaningful and happy life, help others find happiness.

I love the saying, "If you want happiness for an hour, take a nap. If you want happiness for a day, go fishing. If you want happiness for a year, inherit a fortune. If you want happiness for a lifetime, help someone else."

Happiness is incredibly important. That’s why August is National Happiness Month. It is not just a fleeting emotion or a byproduct of success. It is a state of mind that can significantly influence both your personal and professional lives. I often say that happiness is not a spectator sport -- you must actively participate in the pursuit of your own joy. It is a powerful force that can shape your outlook on life, your interactions with others and your overall well-being.

“Happiness is an inside job,” said New York Times best-selling author Mandy Hale. “Don’t assign anyone else that much power over your life.”

The pursuit of happiness is a personal journey, and what brings joy to one person may differ for another. However, there are several universal strategies that can help you obtain happiness.

Some of the insights that I’ve found to be effective include:

Choose to be positive. Cultivate a positive outlook and focus on the good in your life. Develop an attitude of gratitude. Regularly reflect on and appreciate the things and people you’re thankful for. With a positive attitude, you are better equipped to bounce back from setbacks and maintain a hopeful perspective. Also, a positive mindset can lead to greater productivity and success. When you are happy, you are more engaged, creative and motivated to achieve your goals.

Incorporate humor into your life. Life is too short to be serious all the time. Look for humor in everyday situations and allow yourself to laugh. Use humor as a tool for hope, signaling that better times are ahead and that you can handle life’s challenges.

Be helpful and kind. Volunteer and help others. Engaging in acts of kindness and volunteering can boost your mood and lead to a happier life. Compliment and thank others. Recognizing the value in others can enhance your relationships and bring joy to both you and them.

Choose joy. Every day, you have the choice to seek out and embrace joy. Make the conscious decision to pursue activities and thoughts that make you happy. At the same time, avoid self-pity, worry and complaining. These negative tendencies can sap your happiness. Work on eliminating them to make room for more joy in your life.

Follow your enthusiasm. Be open to taking detours on your roadmap to happiness. Your enthusiasm may lead you to unexpected and fulfilling places. Enthusiasm is the spark that ignites our lives.

Happiness also has been linked to better health outcomes. When you are happy, you are likely to experience less stress, which can contribute to a stronger immune system and a lower risk of chronic diseases.

Happiness is not a destination; it is a way of life. It is about enjoying the journey and making the most of the moments you have. By actively engaging in these practices, you can create a happier and more fulfilling life for yourself.

Mackay’s Moral: Happiness is like a kiss -- you must share it to enjoy it.

A sergeant in charge of the new recruits ordered: “Soldiers, when I blow the whistle, I want you to shoot at will.”

At that moment one very frightened young man ran across the grounds and out of sight.

The sergeant bellowed, “Who was that? Where is he going?”

“That was Will,” replied one of the recruits.

You can’t be too careful with your language. Words are an incredibly powerful tool. They can open doors or slam them shut. When you are mindful of the words you choose, you are not just communicating; you are painting a picture of who you are. August is National Language Month.

Word choice is the essence of good communication. It is not just about what you say, but how you say it. The right words help you convey your message clearly and avoid misunderstandings. Words carry emotional weight. Your choice of words can set the tone of a conversation, whether it is friendly or aggressive, professional or casual.

The way you speak, especially in leadership positions, sets the tone for your team or organization. Using respectful language encourages others to follow suit.

In sales, negotiations or any form of persuasion, word choice can mean the difference between success and failure. The right words can motivate, inspire and persuade people to take action. Your language reflects your competence and credibility. A strong vocabulary suggests education and intelligence, while poor word choice can undermine your expertise.

Words are the building blocks of relationships. They can build trust, show empathy and create bonds. The wrong words can damage relationships, sometimes irreparably. Certain words can offend or alienate people. By choosing your words wisely, you respect your listeners and create a more inclusive environment.

A rich vocabulary allows you to express yourself clearly and concisely. It shows that you can think critically and articulate your thoughts in a way that is both respectful and intelligent. Expanding your vocabulary is a sign of personal growth. It shows a commitment to learning and self-improvement, which are admirable qualities in any individual.

By improving your vocabulary and being mindful of your language, you equip yourself with a toolset that can enhance your personal and professional life.

You never know who might be listening or who might take offense to certain words. By keeping your language clean, you minimize the risk of offending someone unintentionally.

Using inappropriate language can damage your reputation and credibility. It can suggest a lack of self-control or respect for others, which is not the impression you want to give to colleagues, clients or superiors. A major part of self-control is mouth-control.

As the old saying goes, you never get a second chance to make a first impression. Swearing or using obscenities during an initial meeting, such as a job interview, can be an immediate deal-breaker. It can overshadow your qualifications and experience.

I have a story that underscores the importance of using proper language, and it's a lesson I've carried with me throughout my career.

Years ago, I was in a high-stakes negotiation with a potential partner. The deal was significant, and both parties stood to gain considerably from a successful agreement. The atmosphere was tense, as you might expect with so much on the line. We were in the final stages of discussion when the representative from the other company, perhaps out of stress or habit, let slip a few unbelievable choice words.

Now, I'm no prude, but in a professional setting, I believe in maintaining a certain level of decorum. The use of such language, especially in a delicate phase of negotiation, was jarring. It not only broke the flow of our conversation but also made me question the professionalism and the culture of the other organization.

Instead of reacting negatively, I took a moment and then calmly addressed the language used. I expressed my belief in the importance of professionalism and how our words reflect on us and our companies. The representative immediately realized the mistake and apologized. We were able to move past the incident and eventually closed the deal.

This experience reinforced for me that proper language is not just about avoiding offense; it's about setting a tone of mutual respect and professionalism. It's a testament to the power of words to either bridge gaps or create divides. Since then, I've always strived to lead by example and encourage those around me to do the same.

Mackay’s Moral: It is wiser to choose what you say than to say what you choose.