It doesn’t matter how strong you are in the rest of the sales process – if you are calling on the wrong people you are going to fail.
How to improve: Identify the characteristics of your ideal client, create a profile, and look for prospects that best meet those criteria.
2. Activity –
Every time I talk to sales rep that is struggling, the first thing I ask is how many sales activities they are doing a week. Almost always its not enough. If good prospecting is the road map, then activity is the engine that gets you to your goal. I define activities as phone conversations, voice mails, email conversations, and networking event conversations (note: emails by themselves don’t count as activities. Email conversations are when you have a back and forth exchange with a prospect).
How to improve: Set a daily and/or weekly goal and stick to it. Need a visual reminder to help? Get two jars and put 50 pennies in one. As you make your calls, move the pennies over to the other jar. When all the pennies are in the second jar, you’ve hit your goal.
3. Messaging –
Are you saying the same thing in your voicemails and emails as every other sales rep? Are you offering up anything of real value to your prospect? Is your message compelling? Strong messaging results in more live connects, email responses, and maybe even a returned call once in a while. Ultimately it gets you in front of more prospects, which results in more sales.
There have been a variety of studies that show the majority of sales are made somewhere between the 10th and 12th However, most sales people give up after the 2nd or 3rd contact. It’s like running the first 30 of a 100-yard dash and wondering why you never win.
How to improve: Implement a repeatable sales contact schedule that touches your prospects 12 times in 12 weeks or less. Vary your approach with a combination of mailings, emails, and phone calls. Talk about your differentiators, include testimonials, case studies, and other content marketing to build credibility and show your value.
5. Sales Process Management –
Getting your foot in the door is just the first step. Now you have to build demand and urgency for your solution, and get the prospect to move through the process.