How Important Is Sales In Your Business?

How important is sales in your business?

Sounds like a silly question, doesn't it.

However, how much time do you really spend on sales activities?  That is, first appointments, telemarketing, sales training, strategic partnerships and other sales activities that you are asking a decision-maker to do business with you? No, this does not include networking! I am surprised at the amount of time that business owners and entrepreneurs really spend on sales activities.

I recently did a poll that asked that asked “how will you increase sales in 2009?”

Here are the choices:

• increase advertising

• improve my sales skills

• increase my networking efforts

• explore social media

• focus more sales more sales activities

What do you think was the first choice selected?

Surprisingly, most people chose the networking answer. Sixty-two percent chose “increase my networking efforts”. Thirty-seven percent chose “focus on more sales activities” Nobody chose improve my sales skills or explore social media. Now, this poll was not a scientific study, but, I was puzzled with the results.

With over twenty years of sales experience, I know what activities produce sales. It is not networking. Sure, you meet interesting people and learn more about them and their business. It feels good to socially connect with other business owners. You get to add another business card to the stack. However, it does not get you new sales and more business?

Here is some questions to ponder:

• What is your return on investment for your networking efforts?

• How much time are you spending driving and meeting people?

• How many sales have directly resulted from your networking?

• What would be your results if you invested that time to pick up the telephone to call a prospect or ask for a referral from your clients?
  

Let's be honest. Sometimes networking is just “busy work” that replaces what you really should be doing to build your business. Some business owners and entrepreneurs can sometimes do much networking to the detriment of their business.

The majority of my day is focused on sales activities. I am calling prospects (smiling and dialing), connecting with my clients, completing first call appointments and producing solution presentations and closing sales. These activities will directly result in SALES. Everything else is secondary. This means that I do all my administrative, educational and creative activities before and after my work day. In fact, I am writing this blog on Sunday. I don't read and reply to my emails during the my time dedicated to sales tasks. I don't take personal calls during this time. I don't create my sales proposals during my sales time. Yes, it is a sales activity, but it takes me away from making a sales call, connecting with my clients or closing a deal. That's a no-no.

If you want more sales, then you must focus your time on sales-related activities. Duh. Unfortunately, some people realize this too late. That is why 80% of all new businesses fail within the first five years. Your solution to more sales is not a better website, effective marketing strategy, a comprehensive advertising-public relations campaign or a pretty corporate brochure. You need more activity dedicated to sales. If you want to be successful in business, you must engage your clients and prospects. Don't be afraid to ask for the sale. You will not close 100% of sales, but I guarantee you that you will learn more and become a lot wiser. Learn from your mistakes and failures. Look for all sales opportunities and seek to maximize any opportunity. You can not make a sale by networking. Be smart. Focus on sales and not just “busy work”. So, how important is sales in your business now?

What do you think? Please share your thoughts and make a comment.

Comments

[influence strategies]

This is a very insightful post. As a businessman, I sometimes catch myself getting side tracked from the most important aspect of my job, sales. Like you said, it really is the bottom line when everything is said and done. Sales comes first, everything else is secondary. Very wise words to live by.

[business sales training]

I commend you on your sales discipline. Multi-tasking has become almost a detriment. With too many things going on one cannot be effective at the one thing that counts most and that's sales.