I get a ton of emails from people seeking insight or asking me to solve their sales dilemmas. Here are a few that may relate to your job, your life, and (most important) your sales thought process right now.
Dear Jeffrey, What is your opinion of tracking daily sales dollars versus activities that will result in revenue? Does it really matter if Monday’s sales dollars are lower as long as the month pans out in regard to your goals? My thought is “Who cares which day the dollars get posted as long as they do get posted.” – Ocha
Ocha, So I’m assuming your boss is making you do this and he or she is paranoid you won’t make your number by the end of the month. Both of which, tracking the daily sales dollars and the daily sales activities, are stupid. What you need to do is track the sales cycle and know where you are with respect to that sales cycle and what your expected revenue [is]. Because if your expected revenue [is] underneath your daily dollars, but your daily dollars are over your goal, you think you’re doing well, when in fact, you could be achieving 20, 30 40, 50 percent MORE sales by making certain you’re looking at your target dollars not just your actual dollars. Received dollars are real easy to record, but if you’re a salesperson and your boss needs to know what activity you’re doing every day – whether you’ve made five follow-ups and whether you did three cold calls – you’re doing it all backwards and you’ve got the wrong boss. What you need to do is look at the sales cycle and parenthetically look at the dollars, but they have to be compared to what you projected those dollars to be.
Dear Jeffrey, I have a regional billboard company with two years of experience. For the smaller, greener, and less-connected salespeople of the world, how do you keep a strategy in mind at all times to help land clients such as AT&T, Best Buy, or Taco Bell? – Stuart