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Grow Your Sales By Thinking Like a Farmer

Written by: George Ludwig

Article Overview: For salespeople, the sales cycle is the growing season. If the salesperson can plant enough seeds, nurture and tend those seeds, plan for possible damage, she can harvest her crop at the end of the growing season without cramming.

Grow Your Sales By Thinking Like a Farmer

If you are a farmer and you want a good crop in August, what must you do? One thing I learned growing up in Indiana was that farmers plan ahead: soil improvement, tilling, and seeding are all done in the spring. The farmer does the bulk of the work on the front end. He manages, nurtures, and tends on the front end and then waits for everything to grow to harvest.

For salespeople, the sales cycle is the growing season. If the salesperson can plant enough seeds, nurture and tend those seeds, plan for possible damage, she can harvest her crop at the end of the growing season without cramming. Cramming has never worked on the farm, and it produces poor results in sales as well. Like good farmers, sales stars plant in advance, but unlike farmers, they must keep planting new crops every month to keep a continual harvest all year round.

Sales Superstars focus on two things if they want to use the farm as their model: (1) the number of qualified prospects in the sales funnel and (2) their status in the funnel. How many have you got, how would you grade them, and what are the chances that you can close each prospect?

If the number of qualified prospects is low, they must plant some more seeds—find new prospects to fill the funnel. If grading their prospects in the sales funnel reveals one or more that are shaky, then a plan must be developed to strengthen the situation and move those prospects closer to obtaining a commitment. Just like the farmer must eliminate the weeds, the sales star must eliminate any factors that slow down the harvesting of business in their sales funnel.

Sales executives and managers often forget to behave like farmers too. Because American corporations have a prevalent short-term focus on what needs to be harvested this month, many managers and executives deceive themselves (usually unintentionally) about their sales prospects, sales funnels, and sales forecasts.

Let's face it-salespeople hate to do forecasts, and so when they see their manager coming, they give them the old "hot-air pump" forecast. The "hot- air pump" forecast is all inflated with nothing but HOT prospects-those that have a "90% chance" of closing. This is the way the salesperson keeps his or her manager off their back for another 30 days. These forecasts are rarely close to accurate.

Sales managers then massage the forecast and change it by some percentage factor they developed, and then they turn it over to senior management. Usually, by the time it reaches the top levels, it is so far off that it has been a huge waste of time and resources. It also creates a lot of unnecessary stress.

So how can sales managers and senior executives behave more like farmers and get better sales results? They must plan longer-term, remembering that more emphasis is always needed on sowing than on reaping. A few changes are necessary for this implementation:

—First-line managers must shift from pressuring their people about closing business this month to helping them build a quality funnel.
—Senior management must shift from pressuring field managers to close business this month to encouraging them to build and accurately report quality funnel activity.
—Compensation should be in place to motivate managers to manage the process.
—The funnel must be graded consistently and accurately across the entire sales organization.
—Senior management must review the funnel on a regular basis and conduct quality assurance.

Honest prospect and funnel appraisal by salespeople, sales managers, and top executives results in proactive selling, greater sales, and a lot less anxiety. Salespeople, sales managers, and senior executives will all gain a competitive edge if they will put their "overalls" on and begin to approach selling in the same way farmers approach planting.

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Article Tags: american corporations, farmers, funnels, new crops, sales executives, sales funnel, sales prospects, salespeople, salesperson, seeds, soil improvement, superstars, term focus, weeds
Referred by: http://www.JustChangeIt.com



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