Sales Guy Unplugged – Quality Over Quantity
By Walt Gerano
- Develop and share the profile of your ideal prospect
- Make calls based on introductions and referrals
Walt Gerano, Sales Development Expert, Anthony Cole Training Group
Hey, good afternoon. Welcome to this week’s Sales Guy Unplugged.
One thing that really gets me “unplugged” is calling. A lot of times when we are talking to sales leaders and producers that are making phone calls and calling prospects, I hear…well, frankly… lots of whining. “Well, that’s a lot of calls…I don’t need to make that many calls… The calls aren’t working…” etc.
So, let’s deal with two things: Quality versus quantity.
Making a ton of calls that aren’t effective – that aren’t getting to the right audience – is no more than an exercise. It’s not helping move the needle. It’s not getting you in front of the people you need to be in front of. If you start out and you don’t have a profile of who you want to meet, how do you know if you’re calling the right people?
If you’re not asking for introductions and referrals, I can tell you you’re not calling enough of the right people. But, even then, you must be able to communicate to folks what it is you’re looking for. Describe [your ideal profile] for them in enough detail, so that they can help [refer] you ][to the right people]. We’ve talked on other Sales Guy Unpluggeds about using LinkedIn to identify people who might fit your profile and asking those folks who they’re connected to to introduce you. Or at least send an email on your behalf and ask if they would take your call. That’s QUALITY.
But, even with quality names, the CALL has to be quality.
How effective is your process? Listen, we teach the 8-Step Process because we KNOW it’s effective and it works for us and a lot of people we work with. Some people don’t [use it]. If you have a method that works for you, then use it over and over and over again. But, make sure that you have a way to evaluate or, more importantly, know HOW you will evaluate its effectiveness. If you’re discovering problems on the phone with people and it’s leading to meetings and conversations, that’s effective and you’re talking to the right people because your message – your positioning statement, if you will – is resonating with them.
When you call people who aren’t expecting to hear from you and they don’t know you or your organization, it is just one more phone call that they have to deal with that day. In about 5 seconds, they are thinking, “Why in the world did I even pick up the phone?”
When you get introduced and someone is taking your call because of a request from an introduction, it’s a much better launching point. Find out with your success formula what is the right number of calls, and remember: quality beats quantity all the time. Thanks for watching.