One of the primary reasons salespeople produce sporadic results is because their actions are equally sporadic. Their effort isn’t consistent enough to produce the results they want—or need. It’s zero effort for a long time, and then it’s time to play catch up. But that doesn’t work.
You can’t go long periods without prospecting and then prospect like crazy. You can’t make up for lost time and cram to get results. Building a pipeline doesn’t lend itself to sporadic activity. To build your pipeline, you need consistent effort over a long period of time. Anything less gives you wavy results—it if it gives you anything at all.
You build a pipeline through consistent prospecting.
You can’t follow your sale process for a little while and then abandon doing what you know to be effective in hopes of succeeding by taking some easier actions. There are all kinds of occasions to fall out of your sales process, especially when what you are seeing means you have to get creative. But not following the sales process means poor results, longer sales cycles, and lost opportunities.
You win sales opportunities by consistently following your sales process, by making it your standard operating procedure.
Speaking of prospecting, nurturing is another area we can produce an inconsistent effort. If you only make a call every 90 days, you aren’t nurturing the relationships you need—you’re neglecting them.
You only open the relationships with a frequent and consistent effort to create value.
It’s easy to ask for the commitments you need when it feels like the answer will be in the affirmative, and it’s easy not to when you fear the answer will be no. By failing to ask for what you really need, you go without information that you need to create and win an opportunity. You also go without the access to stakeholders that you need. Then, you’re surprised to learn that you lost an opportunity for which you are perfect.
By consistently asking for the commitments you need, you improve the likelihood of winning the opportunities you create.
None of this is true for sales alone. It’s true in whatever your endeavor, for whatever result it is you hope to achieve. Consistency is the key. It’s the daily stacking up of your efforts, brick upon brick, which ultimately produces results.
What do you do most consistently? How are your results in that area of your life?
What do you do only sporadically? How are your results different?
What do you need to commit to doing more consistently to produce the results you want?
What do you need to stop doing so consistently to produce the results you’re after?