Fundamental Sales Formula

Works in 'nearly' every b2b environment, as long as you've already established a few benchmarks...

1. People have a pervasive challenge or sensitive issue for which you can contribute value.
2. You have Capable, Talented People (in-house) that buy-in to the service or product, believe in the leadership and are committed to work hard.

Then, you can apply this formula and expect success.  The formula is:   

Conversion = Activity + Endurance

Conversion, for our purposes, means sales or creation of new opportunities.  This can also be converting trial users, freemium accounts, etc.

Activity is not based upon raw volume and email blasts, but targeted 1-to-1 contact.

Endurance is the ability to call and contact the same person with a level of rigor and determination that earns you the credibility you need to escalate the prospect and present.

Most Sales People are afraid of this model, because it requires you to contact people proactively and not wait for them to call you or sit idly for 'Marketing' to send you leads.  I believe in it, have seen it work well and exercise it daily.  I also believe you need to appeal to prospects through content and other channels where they spend time consuming information - but nothing beats a conversation.  So, pick up the phone!

Cheers.

James Dobbs
jdobbs@qualtrax.com