Are you a “97 Percent-er” . . .
Chris and Tom were hiking in the woods when, all of a sudden, they see a big black bear about 100 yards ahead of them. Shocked, the two guys look at each other and start running in the opposite direction.
After about 2 minutes, Chris stops and drops his backpack. He kicks off his boots and pulls out a pair of tennis shoes.
In amazement, Tom stops and while panting asks, “What the heck are you doing?”
Chris says, “I’m putting on tennis shoes so I can run faster!”
Tom retorts incredulously, “You can’t outrun a bear!”
Chris replies, “I don’t have to outrun the bear, I just have to outrun you!”
I thought of this little story when reviewing the results of some research we have done. The research showed that just about 90% of all sales reps only make one prospecting call into an account or a lead. 97% never make a third prospecting call.
Take it from us, don’t be one of those “97 percent-ers”!!!
Prospects will talk to sales people. Talking to sales people is one of the ways decision makers stay informed about what is new in the market on how to run their business better, faster, cheaper and more effectively. The problem is there are many more sales people who want to talk to them compared to the limited amount of time in each day that they have. In other words, you don’t have to be perfect; you just have to be better than everyone else.
The first and easiest place to start is to not be a “97 percent-er” and make that third call. Just because they haven’t responded to calls one and two, doesn’t mean they are not interested. After all, they probably don’t know who you are and likely didn’t wake up in the morning saying ‘I need to buy one of these today’. The reality is, you just haven’t gotten their attention yet.
Just like Chris is trying to run faster than Tom, your job is to outrun all the other people calling the same key decision makers. Making the third outreach attempt is not the only thing you need to do; but it is a great start in improving your outcomes and finding more sales opportunities.