Someone once told me "in the absence of clearly defined goals we resort to activity". Because in many markets and especially in a business development role, you can't always get the order "on this visit" its easy not to have a solid objective for every visit or telephone sales call you make. As a result neither the seller nor the prospect get real value from the interaction. So how do you avoid sales activity for the sake of it, how do you get something from every visit or telephone sales you make? Set an objective for every customer prospect engagement and make sure it is a SMART objective Specific, Measurable, Achievable, Relevant and Time Based. In fact SMART is a great way to sanity check anything you are doing in your sales process it makes you ask yourself "why am I making this call, am I really progressing the sale or I am confusing activity for results?"
April 27, 2009