Is it me or is the saying “it’s a numbers game” an overly-simplistic statement regarding a grossly inefficient tactic? Weight lifting is a numbers game. Sales and marketing is not. Some instances where this statement is applied:
- cold-calling
- networking
- job searching
- mailers
- invitations
I’m sure there are other examples but those stand out in my mind. There is a modicum of truth to the statement. Yet, it lacks the strategic aspect needed in today’s market. This throw away line is often the dismissive final comment from a person whom lacks a formal strategy and/or has reached the end of his or her tactical moves.
What about adjusting the approach, shifting tactics or rethinking the entire task? These thoughts are viewed as over-analyzing a simple task. Cold-calling, for instance, does require a salesperson to make the calls (and many salespeople won’t). But lacking strategy and tactics on the call leads to a colossal waste of time. In that instance, it is not a numbers game.
Today’s information age requires salespeople who have the ability to speak at an informed level. The days of cold-calling a VP and asking, “What does your company do?” are gone. Salespeople need to have a cursory understanding of their prospect’s business and even to some extent, the challenges that company is facing in the market.
Obviously the greatest cold-calling tactic will be pointless if the salesperson does not make the calls. However, there are certain aspects that a salesperson can use in his or her approach. Plan the call, have a toolbox to handle common situations and focus on the quality of the call before the quantity.
As a sales manager, don’t use the throw away numbers line on your sales team. If you are struggling with the format of the call or coaching your team, we can help.