I spend time marketing a damage restoration business to prospects. I visit insurance agents, property managers, apartment building managers as well as managers of assisted living facilities.

If I'm not careful I would make the same pitch to an insurance agent that I make to the assisted living manager. Instead, before I make my initial call; I check out the business online. How long have they been in business? Do they have a special focus? If I am able to identify the owner, can I learn anything about them from LinkedIn or Facebook? When I make my initial inquiry, I check out the office. Are papers scattered?  Is the space disorganized? My approach may be different for a disorganized manager than when I see a clean, well-organized office.

Readers of my articles will likely recall that I frequently advise them to lead with benefits and follow with evidence. Frequently, we treat glowing generalities as evidence.  For example:  “We're the best carpet cleaner in town. We do a great job.”  Or we say, “Our customer satisfaction is outstanding,” without backing up the claim with evidence. Customers prefer evidence.

Paul gave us a good example when he wrote, “but test everything that is said. Hold on to what is good.” (1 Thessalonians, 5:21 NLT) Part of my takeaway from this verse is to test what people tell us.  Part of testing is to seek evidence.  Evidence allows us to hold on to what we validate.

Consider the Flex Seal commercial example.  These commercials demonstrate how the product stops all kinds of leaks, including filling holes in the bottom of a boat. The commercial shows how you can plug Flex Seal into a boat leak and drive the boat around the lake. These pictures provide evidence for prospective buyers.

The best management guru of the 20th century in my view was Peter Drucker. I've read many of his books and had an opportunity to meet him at a seminar many years ago. It was a highlight in my business education.

One of the books he wrote was The Five Most Important Questions You'll Ever Ask Your Organization. I strongly recommend you pick up a copy and read the book.

For centuries when a church member died; the funeral service was held in the church, the deceased was buried in the church cemetery out back, and friends and neighbors gathered together to share memories and a good meal together at the church. This practice honored the departed, comforted the family and didn't leave excessive expenses to be paid later.

As we prepare to celebrate Christmas, we consider sharing gifts with customers and prospects. The Lord instructs us to give thanks many times in scripture. Our gifts are one way to show thanks. However, we should keep several principles in mind about gift giving.

1. Give gifts that aren’t questionable.

In other words, make sure the gift has no possibility of offending.  Gifts of wine or liquor are in this category.   Also make sure that a concert or theater ticket is for wholesome entertainment.