--- title: What We Can’t Measure | The Sales Blog description: Did you create value during that sales call? How much value exactly? What was your dream client’s perception of the value that you created? Did you influence the buying process? Did you create trust? How much trust? Does your dream client like you? Are you more likable than your competitors? What is the depth of […] image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/shutterstock_124820698.jpg --- ### [Now booking SKO meetings for 2026/27! 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How much value exactly? What was your dream client’s [perception](http://thesalesblog.com/blog/2013/07/05/your-clients-value-lens/) of the value that you created? Did you influence the buying process? Did you create trust? How much trust? Does your dream client like you? Are you more likable than your competitors? What is the depth of your relationship? Is it as strong as it should be? What metric are you using to determine the strength of your individual relationship? Did you uncover your prospective client’s real motivations? Is the worldview they described really their view, or is it the company line? Is the buying criteria they described what will really be used to make the decision? Or is it really [a price decision](http://thesalesblog.com/blog/2013/06/29/video-dont-compete-on-price/) with the criteria serving to justify a lower price later? This list could continue on interminably. The world is ruled by [invisible forces](http://thesalesblog.com/blog/2012/11/11/the-power-of-invisible-forces/). Most of what effects our lives, including the outcome of a sales opportunity, can’t be seen. We can measure much, but what we can glean from those measurements doesn’t often reveal anything we can rely on with anything that resembles a scientific certitude. **Keep Your Processes and Methodologies** But none of this is to suggest that you shouldn’t follow [a sales process and good sales methodologies](http://thesalesblog.com/blog/2012/09/14/the-difference-between-a-sales-process-and-a-methodology/). It doesn’t mean that generalizations and patterns aren’t valuable. There are many generalizations worth capturing and implementing. In fact, much of what we do in life is following patterns that work (or worked at some time). If your dream client agrees to take the next step with you, then there is some good, even if [less than scientific](http://thesalesblog.com/blog/2013/07/13/on-science-and-sales/), evidence that you created value during a your sales interaction. If you are denied that future appointment, there is some evidence that you might not have crated value. We capture this agreement to advance as proof positive that enough value was created. Scientific? No. Close enough for rock-n-roll? Absolutely. If you ask for and obtain the information you need to help your dream client, then there is some good evidence that you have established some level of trust. If you are denied the information you need, then there may be some evidence that your dream client doesn’t trust you with the information–or they don’t trust you to do anything worthwhile with the information. When you acquire information, it likely means you can close some gate in your sales process. Does this mean your dream client trusts you like their oldest friend? Well, not necessarily, but nor must it. It means that, as far as your sales process is concerned, you’ve earned enough to move forward. [We can’t measure most of what’s really important](http://thesalesblog.com/blog/2013/05/26/difficult-to-measure-and-important/). But the questions at the beginning of the post, difficult as they are to answer, are the important questions. The best we can do is capture and measure some outcomes that give us some evidence that what we are doing is working–and what we are doing that isn’t. **Questions** Because something is difficult to measure does that make it unimportant? What are the important factors that lead to a sale that can’t be measured? What do we measure instead? How do we align what we can measure with what we can’t measure? ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2013](https://www.thesalesblog.com/blog/tag/2013) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on July 14, 2013 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at [iannarino@gmail.com](mailto:iannarino@gmail.com) [Follow me on my website](https://www.thesalesblog.com/anthony-iannarino) [Follow me on Facebook ](https://www.facebook.com/thesalesblog) [Follow me on LinkedIn ](https://www.linkedin.com/in/iannarino/) [Follow me on Twitter ](http://www.twitter.com/iannarino) [![AISA-square-ad-SKOs-26-27](https://www.thesalesblog.com/hs-fs/hubfs/AISA-square-ad-SKOs-26-27.jpg?width=400&height=400&name=AISA-square-ad-SKOs-26-27.jpg)](https://www.thesalesblog.com/authority) [![ai-cold-calling-video-sidebar-offer-1](https://www.thesalesblog.com/hs-fs/hubfs/ai-cold-calling-video-sidebar-offer-1.jpg?width=318&height=179&name=ai-cold-calling-video-sidebar-offer-1.jpg)](https://www.thesalesblog.com/free-cold-calling-video) ![salescall-planner-ebook-v3-1-cover (1)](https://www.thesalesblog.com/hs-fs/hubfs/salescall-planner-ebook-v3-1-cover%20(1).jpg?width=768&height=994&name=salescall-planner-ebook-v3-1-cover%20(1).jpg) ### Free Sales eBook: Sales Call Planner Planning your sales call improves the likelihood of making a successful call, and it demonstrates to your dream client your professionalism. 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What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2022-06-16T3:26:38 PM", "datePublished" : "2013-07-14 23:03:26", "description" : "Did you create value during that sales call? How much value exactly? What was your dream client’s perception of the value that you created? Did you influence the buying process? Did you create trust? How much trust? Does your dream client like you? 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