The Secret Story Your Sales Numbers Are Trying To Tell You
Your sales numbers are DESPERATELY trying to tell you something.
Most entrepreneurs are out there looking for more sales and increased revenue (who isn’t). Whenever I start working with a business I ask for two numbers:
- Number of sales.
- Closing percentage.
Some businesses don’t have these numbers; others that do usually are struggling with low closing percentages.
The story that most people tell themselves with low closing percentages is either:
A: They don’t know how to sell very well.
B: The leads are not qualified.
Now assuming that they’re not trying to sell a ketchup Popsicle to a woman in white gloves (not even a close fit) your numbers are telling you a completely different story.
You don’t have a sales problem. You have a relationship problem.
The question I always ask the person who has a 5% closing percentage out of a hundred leads is: What happened to the other 95 people you talked to?
The answer is some form of they didn’t buy… In the worst cases they attempted to handle objections and beat a prospect into submission and they didn’t buy.
Most of the time they’ll say they didn’t have the money.
More leads aren’t what are missing. Better sales tactics and manipulation isn’t what’s missing.
Building relationships IS what’s missing.
If you look into sales data, 80% of sales are made after the 5th contact. Now, if you’ve pissed your prospect off and he never wants to talk to you again after the 1st contact, you’re leaving 90% of your sales on the table.
Now, just because 80% of sales are made after the 5th contact doesn’t mean you don’t make an offer on an earlier contact.
What it means is you need to adjust your sales process so you’re focused on building relationships instead of burning through people.
Listen to the secret story your sales numbers are trying to tell you, and watch your bank account prosper.