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Which Half of Your Sales or Management Effort is Working?

Guest post by: Paul Donehue

Article Overview: As inidcated by John Wanamaker's famous quote, frequency is an important element of marketing. It is also an important element of selling and of sales management...

Which Half of Your Sales or Management Effort is Working?

John Wanamaker once said, "Half the money I spend on advertising is wasted; the trouble is, I don't know which half!"

This is, of course, the reason frequency is such an important element of marketing.

It is also an important element of selling and of sales management. We must be diligent in our efforts to maintain a proactive and persistent posture when selling, and we must do the same when engaged in sales management- which many believe is simply a "higher level of selling."

The key reason for this fact is that we can never be sure about which component of our effort is going to be effective at any specific time. In other words, time spent coaching a Rep today may, in fact, pay off immediately or it may not pay off for a month or two; time spent presenting good reasons for a customer to buy our product or service may not gain their buy-in on the spot, but might do so over time.

Just like John Wanamaker, we just can't be sure

If we fail to interact with our customers, pospects or sales people with sufficient frequency, and if we fail to reaffirm the value associated with our products, services, our orgnaizations as well as our personal value, then we will most likely fail as sales people and sales managers.

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Article Tags: persistence, sales, sales management, selling



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