The work that it takes to define your brand, plan, timeline and materials doesn’t end there. You have to be certain that you or anyone in your organization is equipped to use it. Otherwise, you’ve just wasted a ton of time! It isn’t enough to hand someone great looking materials only to find out too late that they have no skills in how to use it. It is the skill set of execution: how you talk to prospects, how to follow-up, when to use a thank you note, when to send an email, how to refer, when to pull your materials out or when to send them after a meeting that delivers results. Do not assume that these come naturally – they don’t- and it’s fine because they can be learned easily. Putting this step in has a multiplying effect on your material and an electrifying effect on teams. Everyone loves to be successful and coaching them to develop the skills helps to cause that to happen.