When Making Less Sales Calls Is More

By Bill Farquharson
In April 15, 2015

“I want you to make 25 sales calls a day”

Those are the words a boss uttered to his new sales rep. The number itself is not unreasonable. Armed with only names and phone numbers, a sales rep can easily blow through 25 calls and have enough time to get in nine holes (Hey, golf doesn’t play itself!). After all, how difficult is it to make this phone call (assuming that they get through to someone):

“Hi. Can you connect me with the person who buys your printing?”

Trust me, nothing good will come from that call.

What’s needed here is some backwards thinking: make less but better calls. At bare minimum, by taking a few minutes to scour over a company’s website, looking for information to use in that initial conversation, you aren’t guaranteed to make 25 calls but you are guaranteed that the calls you do make will be of higher value and ultimately more effective.

Honestly, I don’t disagree that handing a brand-new sales rep the phone so that they can cut their teeth and get used to the process is a good idea. But that exercise should be temporary (a week, tops) and replaced by a process that includes some pre-call research and then a phone attempt just so that the rep can see the difference.

Like arguing with a boss, a mother-in-law, or a crazy ex-girlfriend (so I hear), when making those initial sales calls, less is more. Less, but better, that is.

Need help with time management? Beating voicemail? Overcoming objections? Bill Farquharson is a Vice President at Epicomm. His training programs can drive the sales of print reps and selling owners. Check out his Sales Resources page and contact him at 781-934-7036 or bfarquharson@epicomm.org

Bill Farquharson

Epicomm Vice President Bill Farquharson previously served as President of Aspire For, a sales training and consulting firm in Duxbury, MA, and is a 30+ year sales veteran in the print and form industries. He has trained thousands of print sales representative, sales managers, and “selling owners” with a highly successful, no-nonsense “old school” approach. His unique training programs—The Sales Challenge, The Mobile Sales Club, and Tuesday eWorkshops—have become an industry standard for driving new business. Bill has trained and coached sales people from Xerox, Fuji Xerox, HP Indigo, Heidelberg, EFI, Konica-Minolta, and others. An active columnist and blogger for Printing Impressions magazine, PIWorld.com, he also shares two weekly electronic eblasts each week with thousands worldwide: Monday Video Sales Tip and Friday Short Attention Span Webinars. Bill received a B.A. degree in Marketing from the University of Massachusetts/Amherst and worked in sales at UARCO Business Forms, Advanced Form Systems, and Print Tec Network, prior to founding his own firm.

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