Sales Activity Does Not Equal Account Ownership

Credit: Susan Gillespie

Years ago I walked into my office after a successful call. It was a small office. Everyone could see and hear each other. It was, intimate.

My boss asked, "How did it go? We've wanted to do business with XYZ for years."

Upon hearing that another rep jumped up and announced, "That's my account. I've been calling on them since they moved to Atlanta." He produced a set of index cards that were encrypted with some sort of code that meant something only to him. He began reading, "called so and so, lmwcb. Called again on this date, lmwcb. Drove down to office, couldn't see so and so, lswfu."

He went on for several minutes flipping cards and reading off these codes that suggested activity. Finally I interrupted. I said, "Gosh, I feel awful. All I have is a purchase order." The debate ended and the account was mine.

Now why am I telling this story? Well, it gives me a chance to retell what remains one of the most absurd sales conversations I've ever had but there is another purpose. It demonstrates a common sales mistake. Activity doesn't = account ownership.

If you're in sales you're in the results business, not the activity business. Activity is required but it needs to drive results. It needs to be intelligent. It needs to be moving prospects down the line to business success.

Recently, I wrote about people that make doing business difficult. They are in the way and have an inflated view of their importance. Every company has some of these people.

Reps, don't be one of them. You owe your employer results. You owe every employee results. That is the only reason you are on the payroll.

Prospects need to be moved down the map. Identify, research, reach out, follow up, learn, adjust message, continue to reach out, meet, learn, adjust again, develop relationship, continue to adjust, make sales, improve sales, improve margins...blah, blah, blah.

It is your responsibility to do this. You have to understand and improve your client's value. You have to make yourself irreplaceable to your client and your client irreplaceable to your employer. THIS IS YOUR JOB.

Some reps get this. They live at the top of the food chain. They enjoy the best service, the highest margins and the best lifestyle. Their clients are loyal and their employers move heaven and earth to keep everyone happy.

But some reps don't. They stop selling too soon. They bid. They match price. They do what is asked but not what is needed. They are replaceable to their clients and "gap fillers" for their employers.

It's a new sales day. What's it going to be? Are you going to make yourself indispensable? I hope you do. Get in touch with where you are on the sales map with each contact. Identify action plans and work them every single day.

Purchase orders pay better than codes on index cards.

Photo? This is what you get when you tell a bunch of smart butts to “watch your hands.” Everyone in that photo was born a Gillespie.