Oh, Say Can You See?
by Joe Bonura, CSP
- Because I use my glasses just for reading, I often forget to
put them on before I leave the house. Last week, I forgot my glasses,
and didn't notice until I was at the airport. It was too late
to retrieve the glasses from home, so I decided to do without
them for a few days.
Lost In Space
- Wrong! It was like living in another world: I could not read
the small print on my airline ticket; I could not read the book
in my briefcase; and I did not enjoy thumbing through Sky
Mall Magazine. I was lost in space without my glasses.
Don't Forget Your Glasses
- It dawned on me that my out-of-focus condition was like trying
to sell without the education and training for my product or service.
If we continue to look at the profession without our glasses,
we fail to develop the focus we need to excel in the sales profession.
Learn Something New
- Your opportunities will always be blurred and out- of-focus
unless you become knowledgeable in your product or service. I
have made it a habit to read or listen to something about my profession
every day. I have noticed over the years that every time I do
so, something will happen that day that relates to what I read
that morning. At first I thought it was a coincidence, but then
I realized that it would have occurred whether I had read about
it or not. By reading about it, I was able to recognize the opportunity.
Nothing New In, Nothing New Out
- No new input will always equal no new output. We must constantly
be filling our bucket with new information. Someone asked our
minister why he felt it was necessary to read the Bible
every day when he was obviously well versed in the book. He replied,
"Because I leak." No matter how much information you
have in your bucket, be aware that it leaks, and you must constantly
Read Your Way To The Top
- Start a daily reading program. Set aside time each day that
you will not be disturbed, and begin your study program. I get
up at 5:30 each morning to fill my bucket, and I spend the first
few minutes meditating and getting my mind calmed. Next I read
from the Bible, and then I spend thirty to forty
minutes reading something on sales or marketing. There are many
good books and magazines to chose from. Just one good article
or chapter a day can make a big difference in your sales career.
I recommended this to a friend, and he read a chapter from my
book Throw the Rabbit every morning until he finished
the book. He said that it helped him increase his sales by 20%
in less than thirty days.
- On days that I neglect my daily routine, I am like the hole
in a doughnutincomplete. I feel out-of- focus and unprepared
for the day, the same as when I forgot my glasses. Getting in
focus is a lifelong process, and you need to actively take part
in the process. Some people let life happen to them, and some
people happen to life. It is the people who happen to life, who
Do Not Be A Blind Pilot
- How would I respond, if on that morning that I forgot my glasses,
I discovered that the pilot of our plane had also forgotten his
glasses? Similarly, your prospects and customers should feel confident
in you. I expect my suppliers to have their glasses and to focus
on how the product or service will benefit me at all times. If
they expect my business, then I expect their focused and knowledgeable
Make It An Awesome Day
- Go ahead, get started now. Stop waiting for the opportune time.
Now is the perfect time, if you take advantage of it. Make today
and every day an awesome day!
© 2006 Joe Bonura & Associates, Inc.
To see Joe and hear one of his favorite selling tips,
follow this link to a video he created to share with folks who are
interested in making more sales, or finding a job:
Joe Bonura would be pleased for you to reprint the article text
free of charge (non-exclusively), but asks that you include his
name and contact information:
Joe Bonura & Associates, Inc.
407 Landis Lakes Court
Louisville, KY 40245
(502) 553-1746 phone
About Joe Bonura
His background is unique. Joe owned and operated
a highly successful advertising agency for 18 years. During that
time, he found his advertising campaigns were more effective when
he educated his clients in the areas of sales and service. He
conducted training seminars for his clients as added value. Word
spread that Joe was a quality speaker and more and more people
asked him to speak. The demand became so high that he sold the
agency to three of his associates to start his own speaking and
consulting company, Joe Bonura & Associates, Inc.
Joe is past President of the Kentucky Speakers
Association and a Certified Speaking Professional (CSP), a prestigious
designation earned by only 8% of the 3,600 member National Speakers
Association. Joe presently serves on the board of directors of
He is author of the audio learning systems "Three-Dimensional
Selling®" and "Turning Customer Satisfaction Into Customer Excitement®."
He is author of the book Throw the Rabbit—The Ultimate
Approach to Three-Dimensional Selling.
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