Make It Count!

By Debra Pearlman

I attended a book signing/networking event in New York City several weeks ago. It was hosted by The New York Enterprise Report at the Strata nightclub. With approximately 250 people in attendance, the rather large space felt cozy. For those of you who know me personally, you may be surprised to learn that I was feeling a bit shy that evening! Hey, it happens.

Anyway, there was a crazy lady there! The reason I say crazy is she was literally running around like crazy shoving her business cards at as many people as possible. She tried twice with me. I can tell you that I do not remember her name, what her business card looks like, or the business she was representing.

While you may think this is an extreme example, it is a true story and not the first time I have experienced this tactic.

The point for my telling you this is simple:

Don't make the same mistake. Make every day, every thing you say and do count.

Take a step back and review the inner workings of your organization as if you were a hired consultant. Look at your own calendar and the meetings you attend. Think about the conversations you have - what you say, how you say it, and your body language while you say it. Pay attention also to the body language of the person to whom you are speaking. Are your conversations value driven or sales pitchy?

Ask yourself and your sales staff...

• Is the daily activity of our sales efforts giving us profitable results?
• Have we developed our own best practices? Are we maintaining prospects, qualified leads, and contacts in a systematic, structured and organized manner?
• Am I conveying a consistent and enticing message throughout my marketing efforts? Including emails, conversations and voicemail messages?
• Is every step I take laser focused and leading me closer to my goal?
• Are we maintaining consistent follow-up with current and previous clients?
• Are we asking for referrals and testimonials - effectively?

Each of the above requires a well thought out and structured process. For example: Rather than simply asking for referrals, you may develop a few feedback questions to ask first. Before making that call, decide what you want the outcome to be. Or, instead of telling a prospect about the services you provide, you might develop questions to assist in determining their qualification as a client.

Don't focus on quantity of contacts until you are sure of the quality of your messaging.

Debra provides in-depth sales analysis, sales coaching and consulting in the area of hiring effective salespeople. For more information go to www.dpsalespro.com