Sales is a Numbers Game! How often have you heard that? I remember my old boss saying (yelling actually), “Kevin, you got to remember, sales is just a numbers game.”
In a way, he was right. The more people you talk with (all other things equal) the more sales you should make. And, like any activity that helps you accomplish your objectives, it’s good to measure what you do and monitor your results.
But, for the most part, he was wrong.
When you focus on just the numbers you miss things. You can forget that your job is to help people. You do that by finding out how your company can help them get what they want (in the context of your product or service).
Another problem it creates is too much self-focus. It’s too easy to focus only on what you are trying to accomplish. It becomes all about your goals and what you want.
But, when you’re selling (or marketing in any way), it’s not about you. It’s about your customers. All your energies and plans and ideas should be focused on the people you want to serve: your customers.
People do business with us because we can help them get something they want. We help them get their dream home or dream car or lower taxes or better health. Whatever they want to accomplish, they look to us for help.
Otherwise they wouldn’t need us.
Our purpose in business is not to generate leads or have meetings. It’s to help people accomplish what they want with our service or product. If we fail at that, all the leads and meetings in the world don’t matter.
When you focus just on getting what you want, people figure it out. Maybe not everyone, every time, but eventually, people realize it. They see by your words and actions what your intent is. They sense it. Everything you do is biased by your objective of serving your need, not theirs.
On the other hand, if you keep your focus on helping people, it shows. You develop a reputation as someone who looks out for your customers. People trust you because they believe you have their best interests in mind when you work together.
We marketing folks like to talk in terms of branding. Everything you do creates and affects your brand, your image, your reputation. And you’d be surprised how fast your brand can develop. Depending on your market and your niche, word of mouth can quickly paint a picture of who you are and how you do business.
So, which brand would you prefer? Do you want to be known as the person who is always looking to line your own pocket?
Or, would you prefer a reputation that tells people they can trust you, that you’ll help them get what they want, that you’ll always look out for their interests first?
Which brand would be better for your business? Which reputation would help you get more customers? Which would make your business more viable and more valuable?