STARR Success
Success Training Solutions for Individuals and Businesses

If you’ve been in sales at least one week, I’m certain you’ve heard the expression “sales is a numbers game.” I can’t remember a sales manager or director I worked for in my previous life that didn’t use this expression at least once a quarter, but since I started working for myself it has been a while since I’ve heard this; however, I was recently reminded of this expression during a conference call with one of my clients. A man I respect very much said these words to a team of sales professionals in an effort to spur activity in the group. And it got me thinking, in today’s fast paced, technology-driven environment, is sales still a numbers game? The answer is part “yes” and part “no”. Let me explain.

The proliferation of competition in virtually every market is unlike anything seen before. While there has to be a fundamental level of sales activity to ensure success, it seems to me that focused activity and a systematic approach to sales has replaced the “smile and dial, beat the street” mentality of the 80’s and 90’s. But times have certainly changed, especially since the turn of the century.

I believe sales has become more about buying than selling. In other words, the customer has more power than ever because of the unparalleled access to information and choices.  Where selling used to be about charisma, number of contacts, and sheer effort, there has been a paradigm shift for the model sales person:

• Sales people have to be subject matter experts and bring INNOVATIVE ideas that can solve customers’ problems;
• Sales isn’t about selling products and services, it is about solving customers’ problems and improving their businesses;
• Sales people are the bridge between the company they represent, the solutions their company offers, and the customers’ needs. Meaning customers expect the sales person to know their company’s solutions intimately thereby optimizing the use of the vendor/provider.

This paradigm shift in the ideal salesperson has brought with it a new level of sales methodology. This new breed of sales person has to approach his/her suspects, prospects and clients differently than ever before. Instead of cold-calling a list, it is now critical to research, plan and market to attract new clients. To illustrate this point, I recently conducted a “mini survey” with 30 prospects and clients I’ve met with the past two months. Here are some interesting points to consider:

• 27 out of 30 decision-makers I spoke to said they prefer to have a pre-read from a prospective provider before making the decision to meet. 90%.
• 28 out of 30 decision makers said they are 100% more likely to take a new appointment with a provider if someone they know referred that provider or if the provider had an existing relationship with one of their customers. 93%
• 25 out of 30 decision makers NEVER return voicemails from sales people they don’t know, regardless of how appealing the value statement is in the message. 83%
• 30 out of 30 decision makers said they can’t possibly meet with every salesperson that calls on them because if they did they wouldn’t be able to do their jobs. 100%!

What did this little, informal survey tell me? Your better know who you are calling on so you can craft a very appealing, intriguing value proposition and, more importantly, it’s even better if they know you! It also tells me that if you dial 100 people, and you haven’t sent a pre-read (compelling marketing collateral) or get voicemail, there is a 87% chance you won’t get an introduction. So more calls and more “numbers” won’t necessarily equate to greater success.

Things have changed, therefore, sales professionals have to adapt and deploy new more effective prospecting and marketing strategies than ever before.

So the question becomes, “if sales isn’t a numbers game anymore, what do I do?” Again, I believe it is the combination of an effective strategy and massive action that equals success in today’s marketplace. So, here are a few quick tips for being successful and outperforming the “numbers” mystique:

• Create a very targeted list of prospects that could utilize your service, e.g. 200 companies that could benefit from knowing you;
• Research these companies not only on their websites or through online business directories like Hoovers or Zoominfo, but incorporate social media tools like LinkedIn, Facebook, and Twitter;
• The Internet has become the great equalizer and allows people to connect through 2nd and 3rd degree spheres of influence so use it;
• When going to market, think differently about introducing your product or service.  Become a subject matter expert and educate your customer on trends in the industry negatively affecting similar businesses and introduce innovative ideas to solve those issues;
• Take a targeted, blended approach to the market instead of playing the numbers game:

1. utilize your network to gain an introduction;
2. Approach non competitive, periphery affiliate businesses and “join forces” and enter a mutually beneficial referral relationship;
3. send an introductory letter (pre read),
4. Send a thoughtful, market intelligence email related to your prospects’ businesses;
5. Send a handwritten note following up on the pre-read and email
6. Use direct outreach via phone with a precise, meaningful, engaging proposition which should lead to next step.

Test these tips and let me know how it goes. Who knows, you just might discover it’s not just about the numbers anymore but rather how and where those numbers are focused.