SKILL
Almost all sales professionals realize that, unless something’s really wrong with what a rep is doing on calls, mak- ing more calls almost always means making more sales. To make more calls, you need more time. Or you need to be more efficient and effec- tive in how you use the time you have. Although a rep’s days may seem to be jammed, there are always ways to cut down time wasters and fillers. Actually, it’s not as hard as sales- people may think, but it does require a true commitment and recognition of certain facts. The first fact: Salespeo- ple must feel a commitment to sell. “Salespeople have to want to be
How a Few More Sales Calls Can Expand Your Base
WILLIAM F. KENDY
Here’s really big news: Time is money. If you could increase the amount of time you have, you’d be making more money. Right? Well, probably not. The trick is not in making more time but in using the time you have to make more money.
8 | APRIL 2020 SELLING POWER © 2020 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.
more successful – to set goals and be willing to do what it takes to reach them,” says Tanya Johnson, vice presi- dent of sales for a Midwestern group of radio stations. “If they’re not really committed, they won’t be successful. “While our salespeople are employ- ees, they really work for themselves,” notes Johnson. “They have to feel personally empowered and in control of their future. Once they get that mindset, making more and better calls comes more naturally.” Wyatt Randall, an investment rep for a large money management com- pany, agrees. “Even though I’m a W-2 employee, I work for Wyatt Randall – and I don’t get paid unless Wyatt really works,” says Randall. “You rep- resent your company, but you actu- ally work to make a better living for yourself and your family.” First off, while selling is very much an art, it’s also a numbers game – the more calls you make, the more pros- pects you get into your sales pipe- line. And having more potential deals in the pipeline ultimately results in more sales.
Look to your past selling history for your future selling success. If your past experience shows that it takes 10 cold calls to arrange four legitimate sales meetings, and your closing ratio is 25 percent, it’s pretty simple: You need to make 10 more cold calls per week. That amounts to two more cold calls per day. What
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