STOP copping out by measuring USELESS sales metrics!
Everyday I look at my LinkedIn feed to see sales teams, sales managers, and sales “thought leaders” preaching about the number of phone calls they make, the number of contacts they make, or some other arbitrary activity based measurement of success.
And, when I see them, I can only shake my head.
Because activity isn’t necessarily or really the most important thing to measure in your sales activity.
Before I get the activity apologists filling up my inbox with hate mail, let me explain.
First, there are going to be activities that you need to measure to make sure you are moving in the right direction. Usually they aren’t emails sent, phone calls made, or anything like that. Most likely they are something like sales meetings had, meaningful conversations, or something along those lines that can be tied directly to revenue.
The key here is that you need to understand your goals and what they are. You also need to know understand what steps in the process are meaningful to getting you to those goals.
So, if you need to make 8 meetings a month happen to reach your goals, instead of just saying I need to make so many phone calls…maybe you look at all of the prospecting tools you have to see what is the most efficient way of getting those meetings.
Maybe it is speaking?
Maybe it is writing?
Maybe it is phone calls?
Second, if you are on a path or doing things that aren’t getting you results…don’t keep doing them, do this instead: STOP! Ask yourself what you are trying to achieve and ask yourself what you should be doing to achieve those goals.
This is important because you need to be able to understand if something is working or is not working.
If it is working, don’t keep doing stuff that isn’t working because it has always been done that way. Instead, double down on the stuff that is really working.
But if something isn’t getting you the results you need, stop and ask yourself why you aren’t getting the results you need. Then figure out what you should change to get to the point you need to.
Finally, always be adjusting your goals, your activities, and your measurements. The thing about these sales teams that measure useless activities is that they never seem to adjust what they are measuring to reflect the environment that they exist in.
This is what drives these quotas of phone calls that have a 1% or less success rate.
Sure, if you do make enough cold calls, you may get success.
But if you are fair with yourself and ask what is the best way to reach your audience, maybe you will find something that works better than phone calls. Or, maybe you will find ways that work besides phone calls.
The key is that you really need to always be adaptable to the changing demands and circumstances in your market.
If you aren’t, eventually the bill for operating with your head in the sand will come due. And, when you have to pay it, it will be much more expensive.
So make sure you know your goals, know what leads to success, and make sure that you change in accordance to what is going on in the market you are in.
Or, you can keep measuring useless activities.