The Importance of Endurance in Your Sales Effort

April 14, 2021
Jenny Rawlings

While there are many important areas of your business, the one that ensures your business continues to exist is sales. If you don’t have anybody buying your product or service, you won’t be in business anymore. This week, we’re going to focus on how important endurance is in your sales effort.

There are two areas of endurance that are the most relevant for sales. The first is training your sales team. Your sales processes and procedures should be included in daily or weekly trainings. Everyone on the team should be put in the ‘hot seat’ on those trainings to practice their sales skills in a safe environment and get feedback from the rest of the team.

Additionally, during the trainings, all team members should contribute to what is contained in the processes, scripting, and procedures. Trainings should be used to find out what is working and what isn’t working. Even when you have a winning script and process that gets an 80% close rate, you can always improve something about how your sales team is operating. The processes and procedures should be constantly changing with everyone’s feedback and never set in stone. To get the best out of your team, you must be careful to control the process that exists and make sure everyone is following it, but not to overcontrol your team so you are also encouraging innovation. You never know who will come up with something that works even better than what you are currently doing.

Sales team trainings are a good place to publicly examine the sales results of each member of the team, have friendly competitions, and learn from the best. You can also pair highly successful team members with those who aren’t doing as well so they can help them improve their skills.

The second area of sales to focus on when we are considering endurance is follow-up. Most salespeople are extremely weak in this area, thereby necessitating that you have a highly effective follow-up system with multiple steps that everyone follows consistently. 80% of sales are made on the fifth to twelfth contact, so it is extremely important to stay in front of your prospects and keep following up.

It is also important to stay in touch with anyone who has already purchased from you. Don’t use boring newsletters. Give them fresh education-based interesting content that they will enjoy learning about.  They won’t remember who they bought something from unless you get in touch with them regularly.

Without endurance, in both training and follow-up, your sales efforts will not be anywhere near the potential of your business. However, there is one other thing to consider about the endurance of your sales team. If you want your team to be as effective as possible, you must help them to define what they want to achieve. If you are doing commission-based sales (and if you don’t, you should consider it), then goals are essential for their success.

How well has your sales team defined their success goals? Are they motivated to make more money? Are they motivated to sell for another reason? Help your salespeople make external sales goals that are connected to a deeper reason in their life. If one of your salespeople wants to make $100,000 this year from commissions, why does she want to do that? Make sure you understand her deep internal reasons for this—not just the external things like a bigger house, fancy car, or expensive vacation. Get to the deeper reason instead—like peace, joy, fulfillment, love, connection, etc. When confronted with rejection, your sales team’s endurance will be driven by their deeper why, not just hitting a target number.

Exercise of the week:

Help your sales team define their success goals and understand their deeper reasons why they want to hit their target numbers.

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