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My partner Jessica and I have spent the last 24 months attending as many musical concerts and events as time will allow.

Panic! at the Disco, Gladys Knight, Justin Timberlake, Kanye West, Rhianna, Bruce Springsteen, Maroon 5, Stevie Wonder, The Police, Smokey Robinson, Les Paul, Elvis Costello, “LOVE” (a Cirque du Soleil Beatles tribute), “Jersey Boys,” Tony Bennett, a ’50s doo-wop revival, The Cure.

And this past Thursday, we witnessed the great Leonard Cohen.

Of course the last event is the most prominent, but for more reasons than one. Cohen is an original. My first exposure was in the 1960s. He is influential both as a poet and as a songwriter-performer.

Cohen’s concert made my emotional cup run over. For 3.5 hours, I screamed, sang along, clapped, cheered, lit a match (I shined my iPhone), laughed and cried. At 75 years young, he and his musically impeccable band evoked cheers, tears, wild applause, three encores, and made a timeless musical statement that stamped my mind and heart.

These concerts have helped my attitude and my sales. They have given me an emotional and inspirational charge. And if you want the definition of diversity, re-read the list.

Music makes all my emotions deeper and all my thoughts sharper. And not just in concert – also before sales calls and appointments. I play upbeat music on my way to give a presentation. I inspire myself. I set my own soul on fire. And I walk into the prospect’s office rocking, and feeling great about the meeting.

How about you? If you love music, why not incorporate more of it into your business life?

Music makes a memory. If I play the right song, I can take you back to an exact place in time. First date, first kiss, first husband, first wife, summer vacation, high school, college, affairs of the heart – the list of memories through song is endless.

Here’s a simple exercise: List your current five favorite songs. Now list five favorites from your past. Next to each song, put down what it means to you. The current songs probably won’t mean much other than you like them and listen to them often. The ones from the past are another story. They will present you with times, places, people and clear memories.

PERSONAL SECRET: I learned my presentation skills singing karaoke in bars.

If you doubt the power of music, consider these facts:

• Music inspires your thoughts and thinking.

• Music affirms your memories and truths.

• Music helps you smile and recall pleasant experiences.

• Music reinforces your internal positive attitude.

• Music creates an emotional surge that enters your mind and soul when you hear certain songs.

SALES LESSON: Repetition is the mother of mastery. If you hear a new song you like, you tap your foot. After you hear it five times, you can sing along. And after the 10th time, you can sing it (at least the chorus) on your own. Same in sales. If you learn a strategy or technique, at first you like it, then you use it a few times and become proficient, and after the 10th time, you have mastered it.

Go out and find your music. Listening and singing will give you mental, physical and monetary rewards.

Want one more musical mastery point? Go to www.gitomer.com and enter the word MUSIC in the GitBit box.

Jeffrey Gitomer can be reached by phone at (704) 333-1112 or by e-mail at salesman@gitomer.com. © 2009 Jeffrey H. Gitomer