by Bryan Neale
If you ever have a resume for a sales position come across your desk from a Franciscan Friar named William of Occam, HIRE HIM IMMEDIATELY. Odds are slim this will happen, as this English logician (a very smart logical guy) died in 1349 (see Occam’s Razor in www.wikipedia.org). His most famous theory though SHOULD be alive and well in your sales strategy—but I’ve got $100.00 it’s not.
Here’s what Occam says in the simplest of terms—the simpler the better. He essentially asserts that the simplest solution is the best solution in all cases. Nothing could be more true than in the game of sales prospecting.
Most companies’ sales strategies involve one of two extremes. Either, one, they make individual calls to end users. Sometimes cold, sometimes referred—but all outbound activity between salesperson and prospect is 1 to 1. One call = One prospect. Or, two, they go to the other extreme and use non-human marketing material to make the phone ring. Salespeople…scratch that…LAZY salespeople love this because it takes the most difficult part of the sales process out of their hands. Prospecting in this strategy is limited to simply answering phones.
Still, I have a fondness for lazy people. I think lazy salespeople are actually intelligent salespeople—they just don’t know it—until they are introduced to Friar Occam. Occam’s theory applied to the sales process and strategy can have profound effects on results, input vs. output ratios, and salespeople’s performance and job satisfaction. The theory applied looks like this:
Instead of making sales calls 1-1, engage only in LEVERAGED activity. The outbound sales process should target referral sources, industry relationships, and venues where multiple prospects can be introduced to a company through a single point of contact. Here are two examples based on Occam’s principle that will have a profound and exponentially positive impact on your sales results:
1-Cold Call ONLY to REFERRAL SOURCES: Instead of cold calling end users, ask yourself the question, “Who already has a RELATIONSHIP with my ideal client?” Think of others who call on and maintain on-going relationships with your ideal client. One call to those people can be worth hundreds of cold calls. In my business, I would recommend a rep from salesforce.com call on me. I have relationships with his/her ideal clients and could make a very powerful introduction. (PS: e-mail me to find out how to set up a referral program: bneale@caskeytraining.com.)
2-Speak at Trade Associations: Ask yourself, “Where do all of my ideal clients assemble together to share information?” Find a way to create compelling information that can be delivered to them. Associations are desperate for content to fill their meetings. One warning here though: NO SELLING. Keep integrity and intent in mind.
{ 3 comments… read them below or add one }
Hi;
I traded an eMail with Bill earlier. I’m using some of his comments in a course I’m teaching to new entrepreneurs. I’ve been back to your blog often. Found this piece and recent ones especially valuable.
Thanks for keeping your writing so intimately tied to real life. Well done and keep up the great work!
All the best,
Rick T
Bryan,
Thanks for the great post. I’m going to mention this article in my next post. I think giving sales people a history lesson is an interesting way to teach them how to be better at their careers.
You have great posts. Awesome information for current or aspiring sales persons. However, I do have on tip, try to avoid using wikipedia.com as a source. This is not a credible reference and may make your information appear less credible. Thanks for the great advice.
Amanda