Lately, I’ve come across several companies that are incredibly busy making countless sales calls and meeting with numerous potential clients. They focus on the quantity of sales calls they make and then wonder why their conversion rates are so disappointing. They seem to believe in the old adage:
More sales calls = more sales.
Now, I’m not saying that sales isn’t a numbers game—clearly, if you don’t make any calls, you won’t make any sales. But being busy doing the wrong things means you have less time to focus on activities that will actually bring in revenue.
It may seem like common sense, but if you’re a salesperson who is measured solely on the number of calls or meetings you have, you may end up hitting numbers just to meet management’s expectations. With so many sales analysis tools available today, like sales-focused CRM packages, I’ve noticed some companies concentrate on the wrong activities and then criticise their sales teams for the poor results. The key is to measure and monitor the right activities and qualify leads before investing time in them. This approach will deliver far better outcomes.
This blog aims to offer a fresh perspective on the “numbers game” and share strategies to improve your conversion rates and sales efficiency, helping you win more high-quality business without increasing your effort.
1. Know Your Ideal Client
I’ve discussed this in another blog (which you might want to check out – “Get Better Leads…”). Qualifying leads is a critical part of being an effective salesperson. You need a clear picture of who your ideal client is—the client who is actively searching for businesses like yours and who will provide the best financial return. Qualification can happen over the phone or in a meeting, but remember: even if a prospect seems ideal, they must have a genuine need for your product or service. Otherwise, you’re just wasting your time.
2. Understand Your Product Offering
It may sound surprising, but many salespeople don’t fully grasp the products they’re selling in terms of their features, benefits, and how these align with the prospective client’s buying motivations. You might have extensive knowledge of your product’s features and benefits, but are you seeing these from the client’s perspective? Developing this skill will improve your sales technique and, in turn, boost your conversion rates.
3. Clarify Your Unique Selling Points (USPs) – Do They Matter to Your Ideal Clients?
This point builds on the previous one and focuses on what makes your company stand out compared to the competition. It’s crucial to understand your prospective clients’ needs and desires and then link these to your USPs. This approach will increase your prospects’ desire to buy from you rather than shopping around.
4. Focus on Moving to the Next Stage of the Sales Process
Once you’ve qualified a prospective client, are you actively seeking ways to move them through the sales process and ultimately ask for their business? Are there barriers or objections that need to be addressed to gain their commitment and move closer to the sale? If so, identify these barriers and find effective ways to overcome them. This is where measuring and monitoring the right activities are crucial. Analysing these areas will help you pinpoint where your team can improve their sales skills, leading to more sales in less time.
Final Thoughts
By focusing on these four areas, you can change the way you manage your sales calls, avoid becoming a “busy sales fool,” and start gaining more business with the same effort.
If you need help improving any of these areas or want more information, please feel free to contact me. I’d be delighted to assist you!
