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Some people make a bunch of silly resolutions and goals at the beginning of a year to fix what they screwed up last year – or at least what was not as good as it could have been last year. Or, if it was good last year, they set a goal that’s 14 percent (pick a number) higher.

Not me. I do not resolve, nor do I goal. I observe, I listen and I study. I try to see what’s new and compare it with what has happened in the past and what is happening now. That helps me see what is likely to be – the trend – and helps me define my market, understand my customers, document my opportunities and stay on the cutting edge of my sector.

Here’s what I perceive is happening in sales. You decide how it will affect you and your business, and what you need to do to stay in a leadership position:

1. 2008 is the year of the Internet – with or without your participation. The Internet has been around for 20 years, but the sophistication level is growing by leaps, and consumer RELIANCE is as evident as business reliance. This year will dwarf all other years, both in use and purchasing.

FACT: Internet acceptance happened five years ago. We have now reached reliance. Dependence. Addiction.

FACT: It’s easier to click the “buy now” button than it is to get in the car, fight traffic, find a parking place, walk into the mall in the rain and be told by a clerk, “Sorry, but we’re out of stock.”

You go online to get news and information, buy stuff for yourself, buy stuff for others, do research, check the weather, book a plane ticket, buy something on Amazon, bid on something on eBay and on and on – online.

2. Invest in technology that leads to more leads and more sales. Last year, I invested a ton of money in my business, completely redesigning and relaunching my Web site, www.gitomer.com. I (we) made it cool, attractive, sticky, fun, video-filled and easy to buy from. Result? My e-commerce business doubled within 60 days, and my sales leads increased more than 50 percent.

This year, I’m doing the same for my online training company’s site, www.trainone.com. Brand-new look and navigation. Cost? PLENTY! Option? NONE!

I’m a leader in my field. I believe I’m THE leader in my field. Second-best does not enter my mind or my lexicon. This must be reflected in my technology and my image in order to build my brand credibility.

SELF-DISCOVERY: Look at your Web site. What is it doing for your business? Does it make your phone ring? Are you making sales online? Are people returning to your site because you have valuable information?

3. Customers are smarter. Respect them, engage them and earn their respect – or lose them. Gone are the days of salespeople being smarter than customers. Internet search engines have shrunk time and space to a few strokes on a keyboard.

FACTS: Customers are better informed. They know what they want, they have lots of resources to get it, and they’re way more sophisticated than you give them credit for. They believe your product knowledge is a given, and they want help, more profit and fewer problems.

Study your customers. If you are B2B, go to their place of business and work for a day or two. Learn their needs and do something about them.

4. Send an e-mail value message to every one of your customers and prospects every week. E-mail magazines – e-zines – are becoming more prevalent. Not many are compelling, but the few that are have loyal subscribers (customers). Start your e-zine today. Make it all about the customers and how they win.

4.5. Learn buying motives. Knowing why customers buy is more powerful than knowing how to sell.

Why do customers buy? Why don’t you ask them and find out?

Jeffrey Gitomer can be reached by phone at (704) 333-1112 or by e-mail at salesman@gitomer.com. © 2007 Jeffrey H. Gitomer