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Based in New York, Adrian Miller is the president of AdrianMiller Direct Marketing, a sales training and consultingcompany that provides customized, results-driventraining programs to companies worldwide. AMDM’sprograms focus on the techniques and skills needed forbuilding new business and retaining existing business,resulting in increased ‘ROA’ (Return on attention). Shecan be reached at amiller@adrianmiller.com.One of the most enjoyable professional experiences is the “aha”moment that erupts when you’re able to provide a businesscontact with a lead. It’s a tremendously enjoyable, productive,and effective way to network.However, these peak “aha” momentsare quite sporadic; and, apparently, muchless common than most people think. Intruth, because these experiences can beso memorable (for all of the reasons notedabove), it’s easy to think that they happenevery other week. But upon closer look,it’s probably more like once every fewmonths; maybe a handful of times a year,if you’re lucky.Paradoxically, while the “aha” lead linkexperience is in itself a very efficient thing—because you’re tangibly and measurablyhelping solve a business problem throughyour referral—the approach to generatingleads is woefully inefficient. This isexplained below.From bartering to stores of value:a trip down economic laneTo understand the dynamics of the“aha I know someone who can do that”experience in all of its well intentionedbut inefficient glory, let’s take a quickglance at one of the greatest inventions inour history: money.Not too long ago, if you wantedsomething - say, a pair of shoes - youhad to have something to trade for them.And furthermore, the person selling youthe shoes had to need what you had totrade. In other words, if you and your shoesalesman didn’t have mutually aligned “aha”moments, then there was no immediatedeal - he’s stuck with a pair of shoes that hecould have sold, and you’re stuck wanting apair of shoes, and not having them. It wasvery depressing. Many people probablywent shoeless.What had to take place, was that youhad to trade your stuff to someone else inorder to obtain something that the shoesalesperson wanted. Then, and only then,could you make the deal. It could takemonths; or just shelved entirely.And then, cheerfully, money startedcirculating. And this money was nothing buta store of value. It was a piece of paper (ora piece of metal) that held a certain value,and could be traded with ridiculous easebetween multiple buyers and sellers. Needsome shoes? No problem! Send in some ofthat money (and add a little bit extra, theservice was great) and get a pair. It broughtpeople together, and enabled them to dobusiness because they had money. Theyhad something in their pocket that enabledan “aha” moment to occur. / sme.com.ph