Every day a new miraculous technology arises from the primordialooze that is innovation. The latest tablet device arrives withgreat fanfare. Apple upgrades its “i” whatever. A novel platformenables us to connect to friends, colleagues and prospects in wayswe never knew we needed – or wanted, for that matter. All of thiscan make it fun to be first on your block with the newest toy.

However, being first is rarely necessarily and not always a goodidea. What matters is not having the latest technology, but ratherhaving the right technology. Even more important, and too oftenforgotten, is remembering that technology is merely a means to anend, not an end in itself.

As the “Trailblazed Sales Project Study” and years ofobservation make clear, successful sales producers managetechnology as they do other resources: with an eye toward utility,effectiveness and cost. They may buy the latest thingamajig fortheir personal enjoyment, but when it comes to technology for theirbusiness they’re all business.

Resisting the allure of new gadgets and software can be tough.Back in the 90’s Excel was upgraded to allow the creation ofintricate, beautiful reports full of color and detail. I wasrunning a general agency at the time. For some reason, I’d receivegorgeous graphs from a broker detailing his business.

Unfortunately, they showed in brilliant hues a failing business,the result of him spending too much time preparing reports and toolittle prospecting and tending to his clients. He was soon out ofbusiness. Those the “Trailblazed Study” identified as high-growthproducers avoid this trap.

Yes, we found they use technology tools more frequently thantheir less successful colleagues, especially for prospecting andagency management functions. They use these tools to leverage theirtime and to keep in touch with clients. High-growth producers arenot, however, latching on to every new gizmo as soon as it hits thestreets.

In fact, it’s quite the opposite. They seek not to be the firstto adopt what’s new, but sign on in that sweet spot when thetechnology has proven itself, but deployment puts them ahead of thecurve. They do this by having a clear idea of what they want toaccomplish. Are they looking to save time or money? Is their goalto improve customer service or to gain more prospects?

They answer these questions with precision. “Increasing sales”is a nice sentiment, but a nebulous goal. Forcing themselves to becrystal clear about their purpose makes it easier to determine ifthe latest high tech marvel can help them achieve their goal at anaffordable price.

This may sound like common sense, but there’s something aboutsparkly new toys that makes sane business people lose theirself-control. Technological marvels are fun, but at the end of theday, they’re just tools. Successful producers use technology, theydon’t get used by it.

Alan Katz is principal of the Alan Katz Group and author of“Trailblazed: Proven Paths to Sales Success” (www.TrailblazedSales.com).