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Sales is a Numbers Game: Yes, No, Maybe

July 23, 2018

So, I have one client who I have encouraged to make cold call face to face visits. To his credit he made 60 calls and has one potential. He has gotten over the fear of hearing no, which is terrific. However, how many people will keep going after 60 calls. This is like chopping down a tree with a dull axe.

To be honest, I have also suffered from sales call reluctance. I do not know many people that have not. We can go into all the different reasons, but it really isn’t necessary. I will leave that to the behavioral scientists. JUST DO IT. You have chosen to be in sales and this is your job.

With that said make no mistake about it. Sales is not only a numbers game but a performance game. The more contacts you make the more possibilities. One does not have to be the smartest or the prettiest, or even the friendliest to be a successful prospector. It is a discipline. However, if you are not constantly reviewing what you can do better it will stay very frustrating and laborious.

I know one gentleman that is an introvert that will make 50 calls/day. He has not only developed a very thick skin but is constantly improving his friendliness, and his methods. Because he is an introvert, he as learned that it is better to ask questions and focus on the customer rather than trying to sell immediately. Has he made mistakes? Of course, it is part of the game.

Prospecting is an endurance test. People are lucky today that there are several ways to have people contact other than straight cold calling.

There are several things that are critical in being a successful prospector and enjoying it.

1. Be consistent, and persistent. Set specific times for your prospecting with no diversions or interruptions allowed. It is your primary job. Paperwork does not increase revenue or profit.
2. Try different ways of prospecting. Cold calls in person, cold calls over the phone, LinkedIn, trade shows, general networking. Don’t go just one way. This will not only keep it interesting, but you can keep track of what was most successful and how much time you are willing to devote to each.
3. Make a goal of 10, 20, 30 or new contacts per week. Reward yourself for achieving this goal on a weekly basis.
4. Make a clearly defined customized target list. This may take some time. Don’t let it deter you from picking up the phone or making a personal call. Constantly add to this list through LinkedIn, referrals, and industry news.
5. The average sales person only follows up 1.5 times after initial contact. Develop a clear follow up strategy with at least 8 follow ups for every new contact. E-mails, phone calls, industry news, company news, etc. are all good ways to keep following up. Just try to add VALUE with every touch.
6. Always hone your questions and pitch and make sure it is customer focused first and then sales focused. Everyone can get better.
7. Make a habit of asking for referrals. Even if someone says no, they may no someone that needs your product and service. New clients selected you and your company for a reason, ask for the referral.
8. Monitor and measure your sales activity but don’t overdo it. Keep it simple with a MAXIMUM of 3 key performance indicators. Number of prospects, appointments, and closes. You can fall into the same trap of call reluctance by measuring too much and wasting time.

I trust I have made the case for sales numbers and performance. Do not wait till tomorrow. Start today. Make your plan and plan your work but do it. HAPPY PROSPECTING. Comments are always welcome.

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