Most times when you find yourself at a crosswalk, you simply stand in front of the "don't walk" signal, and the light will eventually say "walk." Sales can be a lot like that. You just show up often enough and someone eventually buys something.
At important, busy intersections, corners where some extra caution is required, you can walk up to the crosswalk and watch the lights cycle through for the cars over and over, but you just keep getting "don't walk." After a while, you'll look behind you and see there's an extra step you need to take to get across: there's a button you need to push to get the "walk" signal you want. It's an easy thing to do, but if you don't notice it, you could stand there all day waiting.
Most of the important sales have those easy-to-do-but-little-noticed buttons to push. Today, the easiest way to make sure you don't miss those buttons is to research and engage online first.
Look your prospects up on LinkedIn, research their companies, colleagues, and the groups they're in. Identify who's on the line for selling their products, and who makes and influences the buying decisions.
Look on Twitter, check their blog, Google the hell out of 'em. But don't assume the "walk" sign will just come on eventually. For the important intersections, know when to push the right button.
