Why It's High Time You Get Proficient with Your Sales Activity

sales activityI have a very common request from sales leaders.

Recently I was speaking with a client in Beijing. This manager said they really needed our help in the area of time management.

This got me thinking about other areas sales professionals need to focus on, and how they relate to time management.

4 Key Areas Sales Professionals Need to Focus On

The four key areas most sales professionals need to focus on include:

  1. Prospecting or Developing Opportunities
  2. Qualifying
  3. Presenting
  4. Negotiating and/or Handling Objections

Of course, there are plenty of other things we have to do, but I think we can all agree that these four areas cover the basic framework of a sales professional’s day-to-day activities.

However almost 100% of the time, when we begin to investigate where time is being wasted, it's around the first two areas above: Prospecting and Qualifying.

What we also find virtually 100% of the time is that the issue isn't a need for a class on time management, but the lack of logical and repeatable processes to be proficient at how they are spending their time.

4 Ways to Win or Lose a Sale

Most sales professionals win or lose a sale in one of the following ways:

  1. Win Fast
  2. Win Slow
  3. Lose Fast
  4. Lose Slow

Of those four, only one is truly unacceptable: Losing slow.

If I win fast or win slow, either way…I win. Losing fast is even more ideal in terms of time-management because it affords the ability to quickly move on to other opportunities that
can be won.

It’s the death by a thousand paper cuts that drains the lifeblood of time out of us. When we dig into most organizations, we find the absence of logical, repeatable processes masking as time management issues.

The fact of the matter is the real problem involves a lack of skill or knowledge of those logical and repeatable sales processes. Once the knowledge or skill issue is addressed, the Lose Slow problem is resolved, giving the rep back ample time to work on more productive endeavors.

It’s About the Leads, Right?

I’ve worked for many managers who said, “Throw as much against the wall each month and see what sticks” or “double or triple the number of calls you’re making each week if you want to sell more.”

It’s like the guys in Glengary Glen Ross telling their boss they need the Glengary leads to be successful. Not true.

There is certainly a case to be made for more activity. It’s a critical component of the job. However, if you’re exponentially ramping up your sales activity but lack proficiency in your activity, the activity itself is a waste of time.

The Key to Sales Success

The Key to sales success is very simple.

Activity x Proficiency = Sales

At AXIOM, we call this the "Sales Success Formula."

What you do coupled with how well you do it is the secret recipe on how to be successful.  You can’t be good at only one or the other. It requires being good at both.

So, the next time you think you have a time management problem, start to evaluate whether or not it’s really time management or one of the things we’ve discussed here.

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Ray Bonis

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Topics: Better Opportunities, Better Account Management

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