How Important is Sales in Your Business?

Sounds like a silly query, doesn't it. However, how much time do you really spend on sales activities? That is, first appointments, telemarketing, sales training, strategic partnerships and other sales activities you are asking a decision-maker to do business with you? No, this does not include networking! I am surprised at the amount of time that business owners and entrepreneurs really spend on sales activities.

Here are the choices: 

Surprisingly, most people chose the networking answer. Sixty-two percent chose "boost my networking attempts". Thirty-seven percent chose "focus on more sales activities" Nobody chose improve my sales skills or explore social media. Now, this poll was not a scientific study, but, I had been puzzled with the results.

With over twenty years of sales experience, I know what activities produce sales. It is not networking. Sure, you meet interesting people and learn more about them and their business. It feels good for connecting with other business owners socially. You get to add another business card to the stack. However, it does not get you new sales and more business?

Let's be honest. Sometimes networking is just "busy work" that replaces what you really should be doing to build your business. Some business owners and entrepreneurs can perform much networking to the detriment of their business sometimes.

The majority of my day is focused on sales activities. I am calling potential customers (smiling and dialing), connecting with my clients, completing first call appointments and producing alternative presentations and closing sales. These activities will straight result in SALES. Everything else is secondary. This means that I do all my administrative, educational and creative activities before and after my work day. In fact, I am writing this blog on Sunday. I don't read and reply to my emails during the my time dedicated to sales jobs. I don't take individual calls during this time. I don't create my sales proposals during my sales time. Yes, it is a sales exercise, but it takes me away from making a sales call, connecting with my clients or closing a deal. That's a no-no.

If you want more sales, you must focus your time on sales-related activities then. Duh. Unfortunately, some people realize this too late. That is why 80% of all new businesses fail within the first five years. Your solution to more sales is not a better website, effective marketing strategy, a comprehensive advertising-public relations campaign or a fairly corporate brochure. You need more activity dedicated to sales. If you need to be successful in business, you must engage your clients and prospects. You shouldn't be afraid to ask for the sale. You will not close 100% of sales, but I guarantee you that you will learn more and become a lot wiser. Learn from your mistakes and failures. Look for all sales opportunities and seek to them.

You can not make a sale by networking. Become smart. Focus on sales and not just "busy work". So, how important is sales in your business now?

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