I write this article because I just spent 1 hour & 50 minutes on hold waiting for a print wholesaler to pick up the phone and problem-solve an order they shipped to the wrong address. It is 72 hours later and still no solution. Granted I am semi-retired, but my time still has value.
Today, sales associates have more opportunities to be distracted than in my 60-year sales and management career. Those easily distracted by conditions such as A.D.D. are in danger every day of wasting hours and hours on everything but their primary mission. The two “E’s” of self-management must be practiced every day to build your sales and business: Efficiency and Effectiveness.
A salesperson's time involves various factors:
- Revenue Generation: A salesperson's primary role is to generate revenue. Your time directly contributes to the company's top line. If you are closing sales consistently, the value of your time is high to your company, but no more important than a salesperson’s time who is just trying to “make a living”.
- Activities and Priorities: Not all activities you undertake yield the same returns. High-value activities such as client meetings, product demonstrations, and negotiations are more critical than administrative tasks or low-impact activities. Prioritizing high-value tasks increases the worth of their time. Small distributor owners who wear many hats have the most difficulty setting priorities but must be self-disciplined if they want to grow.
- Efficiency and Effectiveness: A salesperson's effectiveness in converting prospects into customers significantly affects their time's worth. Efficiency in handling leads, closing deals, and maintaining customer relationships determines their productivity and, consequently, their time value.
- Sales Cycle Length: The duration from initial contact with a lead to closing a sale impacts a salesperson's time worth. Shorter sales cycles mean quicker conversions, allowing salespeople to engage with more leads within the same timeframe, thereby enhancing their time value. All too often salespeople spend time on “hopeful” deals and not on reality deals. Try rating the probability that the wild idea will be a sale before you invest precious hours.
- Target Market and Product Complexity: Selling products or services to different market segments (safety, HR, sales, marketing, etc.) or dealing with complex offerings (program selling) might require more time and effort. Understanding the nuances of the target market and the product complexity helps in gauging the value of your time accurately.
- Customer Lifetime Value: The value of your time can also be evaluated concerning the long-term relationship and potential future revenue from acquired customers. If a salesperson's efforts lead to customers with high CLV, their time's worth amplifies significantly.
The takeaway is that you must stay focused to avoid distractions and apply your time to revenue-producing activities. It is not easy, but you must set priorities since, without revenue, you have no job, and no business.
Here are eight effective tips to help you avoid distractions and maintain your concentration:
1. Establish Clear Goals: Set specific, achievable goals. It is cool to write it on a pad at your desk each day.
2. Create a Structured Routine: Develop a routine or schedule that allocates time for various tasks. Having a structured plan helps minimize the chances of deviating from your work and falling into distractions. Do your administrative work before 9 and after 5. Call from your car while traveling and learn to use organizational software that is mobile.
3. Prioritize Tasks: Identify and prioritize tasks based on their urgency and importance. Focus on high-priority items first to ensure critical work gets done without getting sidetracked. This is your daily to-do list that is available on Google, Outlook, and whatever software you may have.
4. Limit Multitasking: While multitasking might seem efficient, it can often lead to reduced focus and increased distractions. Concentrate on one task at a time to maintain productivity and quality.
5. Utilize Technology Wisely: Leverage productivity apps or tools that block distracting websites or limit your access to social media during work hours. There are several apps available that can help you stay focused by blocking certain sites or sending reminders to take breaks.
6. Practice Mindfulness and Meditation: Engage in mindfulness exercises or meditation to improve your ability to stay present and focused. These practices can enhance your attention span and reduce your susceptibility to distractions.
7. Communicate Boundaries: Communicate your need for focus to colleagues or family members if you're working remotely. Setting clear boundaries can reduce unnecessary interruptions.
8. Reflect and Adjust: Regularly assess your work habits and identify what triggers distractions. Reflect on what works best for you and adjust your routine accordingly.
Making the best use of your time will mean earning more money. Are you interested?
Joel D. Schaffer, MAS is CEO and Founder of Soundline, LLC, the pioneering supplier to the promotional products industry of audio products. Joel has 48 years of promotional product industry experience and proudly heralds “I was a distributor.” He has been on the advisory panel of the business and marketing department of St. John’s University in New York and is a frequent speaker at Rutgers Graduate School of Business. He is an industry Advocate and has appeared before the American Bankers Association, American Marketing Association, National Premium Sales Executives, American Booksellers Association and several other major groups. He has been a management consultant to organizations such as The College Board and helped many suppliers enter this industry. He is a frequent contributor to PPB and Counselor magazines. He has facilitated over 200 classes sharing his industry knowledge nationwide. He is known for his cutting humor and enthusiasm in presenting provocative and motivating programs. He is the only person to have received both the Marvin Spike Industry Lifetime Achievement Award (2002) and PPAI’s Distinguished Service Award (2011). He is a past director of PPAI and has chaired several PPAI committees and task forces. He is a past Chair of the SAAGNY Foundation, Past President of SAAGNY and a SAAGNY Hall of Fame member. He was cited by ASI as one of the 50 most influential people in the industry.