Generating Business Faster

For salespeople with quota pressures

Henry Hunter | Posted 4 years ago

Have you ever received an unsolicited email or phone call?

Now imagine it’s your job to send those blind emails just to earn a living.

It doesn’t sound like fun, but somebody has to do it.

Salespeople have this job and face an enormous challenge and that challenge is getting to the right people at the right time to secure a meeting with a decision maker.

Anyone in sales will tell you the more contacts you have, the more leads you’ll generate, and the more deals you’ll close. While the obvious sounds simple, it’s not. Salespeople face many obstacles just to get a meeting with a decision maker. The obstacles I’m talking about are:

  • Uncovering opportunities and leads

  • Reaching the right person for an introduction

  • Finding a decision maker and

  • Getting past a gatekeeper to secure a meeting

This is complex stuff and I believe I earned the right to talk about it. Once upon a time, I traveled from city to city selling encyclopedias door-to-door. What’s even more crazy is that I did it for six years. My theme song could have been “Everyday I’m Hustlin” because day in and day out I was learning about the difference between a good and bad pair of shoes. Searching for the right people to be home takes a lot of time. Now add to it, the probability you might not make a sale. The decision maker had to include two people, the husband and wife.

If one half of the two was not available than I would have to arrange a callback and return at a certain time before the clock turned to 9 pm. Most cities will not allow solicitors past 9 pm even with a license. Now take into account if I set up a callback, say, at 6:30 pm by the time it turned 9 pm I was probably across the other side of the apartment complex. That’s after knocking on two to three hundred doors, which meant I was having a bad night. If I decide to turnaround to return to the callback I have a fifty percent chance of making a sale. What would you do?

Well, another piece of psychology comes into play here. If I return to the callbacks home, there is a chance the wife might not be as welcoming. You know, like a gatekeeper. Anyone who has ever tried sales should know what I’m talking about. I’m not sure if the dynamic is choreographed this way but sometimes you speak with one person who is welcoming and directs you to someone else. Than you reach out to that person and the timing seems as if you just made contact with someone who is not happy to see or hear your voice.

Ugh, should I mention I was wishing and hoping this would work out in my favor, because I needed a new pair of shoes. The pair I had on had holes in them and god only knows how I will feel if it starts raining.

Whether you are talking to consumers or a business the last stop will always be the decision maker. You know, the person who controls the purse strings. Figuring out the who, what, when, and where is like a puzzle with many pieces. Technology has made it easy to get information but at the end of the day you still have to make a human connection to do business.