Here is what I have noticed working with hundreds of sales managers and thousands of salespeople in more than 100 markets over the years; there is a marked difference between being busy and being productive.

On the “busy” scale, I feel your pain. Computers that were supposed to make our lives easier generate so much valuable data that it’s hard to keep up. You have more reports to fill out, and less resources to pursue sales, and more competition every year.  I get it.

But here’s what I’ve noticed. Markets where managers or salespeople apologize for not implementing our revenue development systems to their full potential, always blame it on being too busy or having too much on their plates.

But the sales teams that pick up the ball and run with it always seem to find the time to do so…even if they are working for the same company as the “too busy” folks.

Part of the problem seems to be in losing sight of our goals. Paying attention to the merely urgent every day instead of what we know needs to be done to reach our goals is a recipe for disaster.

Roy Williams often poses the question, “Have you allowed the merely urgent to replace the truly important?”

So, before you start putting out fires or solving the merely urgent, accomplish one productive task each morning that focuses on your long-term goal. Doing so will turn a busy day into a productive one. The irony is that “busy” usually means you’re putting out fires, while “productive” often results in preventing those fires.