1. Embrace It. It used to be that many executives would jokingly say, "I can’t use a computer. Hey, I can’t even turn one on." This statement would often be followed by a course laugh. Today, it’s not even slightly funny. We tend to look at people without a knowledge of technology with pity! Embracing technology doesn’t mean that you have to become a "byte head." Instead view it much like driving a car. In today’s world, you need to know how to drive a car to get by in most cases. However, you don’t have to be a mechanic. Key Principle: Realize that you simply must know some things about technology. Embrace the concept of it as it helps to generate more sales for you.
2. Learn It. Not only do we have to embrace it, meaning accept its benefits mentally, but we have to learn how to use it. A good starting point would be e-mail. Learn to use e-mail. Learn to use a good word processor (Microsoft Word is an excellent example). You don’t necessarily need to know how to write a doctoral dissertation, but knowing how to edit, grind out fast memos and more can be very helpful. Front Page97 is a good program to learn for entrepreneurs who want to be on the Web and make regular changes to their Website. It will take a day to learn some of the basics, but once you’ve got that, you are prepared for marketing on the Web like never before. Key Principle:Learn the basics and the terminology of computers to use it for business purposes. Leave the nuts, bolts and wiggle-pins to the technicians.
3. Learn What NOT to Learn. I still have a package of InfoStar in the cellophane wrapping on my shelf. I leave it there as a continual reminder. Years ago a friend told me I should learn InfoStar (part of the WordStar package from long ago). He said I would need to know it for the future. Well, instead of learning InfoStar, I spent the time I would have spent with InfoStar learning other programs and doing other things. I never broke the cellophane wrapping on InfoStar. You have to decide which programs are your InfoStars and which are vital to learn. Key Principle: Ask yourself the question, "Is this going to help me serve my customer more or is it just a fun activity?" Focus and concentrate on what is going to add solid value to your customer. Forget the "InfoStars" of the world.
4. Deal with the Frustration. It wouldn’t be computers if we didn’t have some frustration. Realize that this is inevitable with any mechanical thing. One of the best ways to relieve that frustration is to hire someone to help. The money spent on a specialist (particularly a good one) will save you much more in the future as you concentrate on serving your customer base. Key Principle: Don’t impede your creative sales energies by wasting time fiddling with frustrating technological problems. Hire specialists to deal with specific problems and concentrate on how to generate more sales by serving your customer more.
5. Embrace the Competition. What? How can you embrace the competition? Shouldn’t you be out to crush, kill and destroy them? Well, not in today’s environment. Look at the recent announcement of Microsoft supporting the Mac platform. Former enemies are coming together today for increased benefits to both parties. Think of how you could partner with competitors on specific projects to help both of you. You’ll gain from the experience, you’ll focus more on creating a bigger pie and less on destructive, non-productive tasks. Consider joint ventures that can help both of you. Key Principle: Always be on the lookout for areas where you can partner with others---including former or present competitors. Joint projects are good ways to begin. Besides, after seeing how well you do, they might want to buy you out!
6. Don’t Buy Into "Technological Blackmail." The term technological blackmail is what I heard from Myra Zollinger, President of the Residential Sales Council of the National Association of REALTORSâ . You’ve probably heard it before when some computer company tells you that unless you buy their stuff, attend this particular seminar or do this particular thing in technology, you’ll be left behind. Well, it is not always true. Yes, we need technology. Yes we should embrace it, however, our focus should be on helping customers and meeting their needs. Key Principle: Don’t believe all the hype you hear about technology. Wait for the tested and true products and then embrace what can help you in your business to satisfy your customers.
7. Be Flexible and Adapt Quickly. Things are moving fast today. Successful companies are those that don’t hold on to what has happened in the past. They learn from their mistakes and make changes quickly and decisively. What are you doing today that you don’t have to do? What methods are you still using that worked in the past but are not as beneficial today? Perhaps you need to discard some practices, product lines and even customers that aren’t as profitable as they once were. Key Principle: Always be on the lookout for new ways to do things. Be willing to change quickly and often. The truly successful businesses of today are those who see changes and make those changes quickly.
8. Get the Right Tools. Once you have the right mindset, having the proper tools is vital. Using a good contact management package is vital. Merely having one won’t solve the problem. Determine how you are going to regularly enter names & contact information (yourself, staff, temporary hires, etc.) into your database. A good word processors for sending notes, memos and letters is essential. Microsoft Office97 provides ample tools to accomplish most common business practices. Also focus on a strong Web presence so you can reach more people easily. Key Principle: Get the tools that help you to be profitable by focusing on the customer’s needs. Always focus on what are their driving needs and wants. Then get the tools to support that.

These principles can help in an age of constant change. As we all learn a new way of living and operating with technology we’ll be able to support our customers more and achieve the result of increased sales.

Terry Brock is an internationally recognized professional speaker, consultant and author in the fields of business productivity, technology and marketing. His is a syndicated columnist for Business Journals across America and can be reached at 407-363-0505 or by e-mail at terry@terrybrock.com.