What causes sales?
When I pay attention to the kind of activity that really gets results, I am certain the key metric to focus on is “meaningful conversations”. The TrainerTainment sales definition of a meaningful conversation is: An encounter with a guest or potential buyer that results in a solid “next step”.
Next steps are:
- A booking
- A follow-up appointment with a date and time
- New information that helps the sales representative understand who the decision maker is
- A tour or center visit is scheduled
- The buyer is clear that you should never call them again (my next step here is to either find someone else to talk with or simply mark them off my list)
So, if meaningful conversations cause sales, then I am going to be obsessive about reaching my meaningful conversations goal each day. It’s so important that I don’t want to look at it on a weekly basis. I must focus daily and I’m sure that I’m not that different than most salespeople. My ultimate goal in sales is to create new business. New business comes from knowing what the next step is with each encounter.
When it comes to group sales, I know you are fielding a number of inbound calls on a daily basis. Here’s the measurement tool that can keep you get on track to book between 15-25 group events per week. When you are relentless about making sure you create those next-step-conversations with at least three people per day, you can be in the good category (this might help you get by, but you’ll never thrive). At six per day, you definitely move into the “better” category. When you consistently reach the ten meaningful conversations per day, you will begin to see the 15-25 bookings per week that you are looking for.
I’d love to have your email at the end of each day with a subject line that says either:
- Good (3-5) meaningful conversations today
- Better (6-9)
- Best (10)
Every day you are above ten meaningful conversations, you can move into the superstar category! Of course, I would also love to know the dollar amount of business you close each day as well.
It’s those tiny little habitual habits that make the biggest difference. Decide what category you want to be in each day… do whatever it takes to make sure you get what you want out of the day. Make one more call. I can’t wait to see what we do this year. I’m serious about sending me a daily email with the subject line of Good, Better, Best, EXCELLENT!
Reprinted from Pin Point© a newsletter published by Sparez Davie