THE MORE THE MERRIER

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Nike reminds us: “Just Do It.” Don’t overthink sales, or how you’re going to approach prospects. The worst thing that’ll happen if you don’t close the deal is that you will learn how to not close the deal and you’ll get it right the next time. A perfect example of this was back in the late 1980s, I was the Chicago sales manager for Metagram America, a long defunct, alphanumeric paging/answering service, which at the time was the cutting edge in communications technology. It was a 24/7 live answering service that would answer your calls with a customized greeting and then send the user, what would today be called a text message, on a device that looked like a beeper. Remember those? All of our sales reps were issued one of these pagers and were tasked to hit the pavement. Many of the reps would sit in the office and spend hours figuring out their strategy for the day before getting in their cars and going on sales calls. At best, they would see about three to four prospects before coming back to the office to complain that they hadn’t closed any sales.

My number one salesman had a different strategy. I hardly ever saw him. The only time he would ever come in the office would be to get more literature and business cards. The rest of his time was spent talking to people about Metagram America. He would talk to hundreds of people every week and he sold more than anyone in the country. He ‘just did it.’ He didn’t over think it. He would strike up casual conversations with people he met at the bus stop, train station, at the grocery store— whenever and wherever he was. He didn’t take the process too seriously and his commissions were seriously large. I’m not suggesting that every company has a product or service that lends itself to this type of approach. I’m aware that some things can’t be closed without a lengthy and involved consultative process. But in all industries, a salesperson can still vacillate too long before getting the ball rolling.

The bottom line with regard to the numbers game is to do the math. There is a very good chance that you will double your sales if you pitch twice as many people. You will triple your sales if you pitch three times as many people and so on. Ask yourself how big of a raise you’d like, set your goals, do the math and hit the pavement. 

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