Go For The First Down – November 2008

“Sometimes it is better to go for the short yardage just to get the first down.”

How is today’s economy treating you? My guess is that most of you are looking at your business and asking how you can sell more in 2009. Many of you have already started thinking of your game plan to help you achieve your sales goals next year. Some of you are thinking about what you need to do differently to overcome today’s challenges.

Think of 2009 as a football game you are playing to win. The question is if you will cross the goal line on December 31st, 2009 or if you will be forced to punt. Just like in football, if your only play is to always go for the end zone with the long bomb (the BIG sale, the BIG customer, the BIG presentation), you might find success once in a while. However, if you always go for the end zone, the odds are that you are going to have to punt. Sometimes it is better to go for the short yardage just to get the first down.

By making daily contacts with the right people, you will be running the short yardage plays to win the game of sales success.

Activity

• Once a week, make a list of who you are going to make contact with and why. Start by keeping the list short, simple and attainable.

• During the week make this plan your top priority and work your plan. Keep your to-do list someplace else and stay focused on your customers, potential customers and networking contacts.

• At the end of the week, measure your activity and plan who you are going to contact for the next week.

Results

Soon you will find that when you make the short yardage plays (making the daily contacts) you will score more consistently and ultimately win the game.

This one activity has tremendous impact on the sales teams I have worked with, and is an important part of the success for many people I know. A friend of mine makes a list every Sunday night of the 13 people he will definitely contact the following week. I know that he talks to many more people than just 13 during the week, but he is sure to reach out to the 13 he is committed to. By completing these short yardage plays, the opportunities have opened up for him to make it to the end zone many times this past year.

Important

A weekly sales game plan is very different than a to-do list because it only outlines who you are going to contact in the immediate future and why. Long to-do lists can actually be a detriment to people who should be selling because it takes their attention away from what is most important, making the first down for the eventual score. 

In summary

Many of you know that in addition to working with my clients to improve their sales, I am director of sales at PDmB inspection software (www.PDspect.com  and www.Palm-Tech.com). The one activity outlined above is the single most important activity we have done to improve sales over this past year. Develop your plays to get you to the first down marker. That way you can stay on the field and make it to the end zone. And when things really go your way, you can make the big play. Take time to complete this same activity to win the sales game in 2009.

Bob Riess is the President of The Customer Connector and can be contacted through www.thecustomerconnector.com or at (859) 240-2550.