Sales Is a Process Not an Event

Credit: Bill Gillespie

I wasn't much of a high school student. It took me 6 years to complete 5 grades. Even then I didn't finish with honors. Colleges weren't exactly dialing my number.

My uncle spoke to a friend and got me admitted to a Methodist Junior College in North Georgia. When I arrived, I discovered that I was deficient in math and would be required to take remedial (not for credit) 099 arithmetic. It was a work at your own pace, get caught up program.

At the end of the first quarter I was borderline on finishing. The teacher took me to his office and wrote an algebra equation on the board. He said, "solve this and you pass."

I stared at the board. I was lost. My face was totally blank. The numbers and letters were a jumbled mess. I didn’t know how to start.

The teacher spoke up and asked, "Bill, are you trying to solve that in your head? Nobody can do that. Algebra is lots of little problems strung together. Solve them one at a time until the end."

He was right. I was wrong. I was making it too complicated. I was in my own way. I solved the problem, passed the course and aced math for the rest of my college career.

I share this because selling is exactly the same as algebra. It's lots of little hurdles one right after the other. Identify prospects, research them, find names, make contact, try to get an appointment, try again, finally meet, share your story, follow up, improve your story, follow up again, ask for business, win some business, demonstrate your value, grow your business, ask for contracts.

Sometimes sales leaders, company owners and even reps forget this. They're anxious to see the equals symbol. They forget they're working a process that will not be rushed. Each thing builds on top of the previous thing. You can't get to the end without doing the middle.

I'll share another example. Have you ever planted grass? Not sod, grass from seeds?

Just when you think you've wasted your time you see a tiny blade. When you get down to examine it you see another, then another, then thousands. Your lawn is coming in. The work wasn't wasted, it was invested.

Sales is just like this. Quota monitors are not sales leaders. They're scorekeepers. They're no help.

Sales leaders understand the process. They coach reps along the way. They provide "situational guidance." They consistently grow volume with their reps.

I’ll give you one more absurd anecdote to demonstrate my point.

Pretend we’re sitting in a restaurant. Grab your phone, look up local people, find someone your age, find their number, give them a call, meet, develop a relationship and go home together…tonight. In a few days I expect to hear marriage plans.

If I asked you to do this you’d laugh. You’d laugh because it’s absurd. You’d explain that just the first step requires time and you’d be right.

Selling is exactly like dating. It takes time. It takes patience with the process. So be fair with expectations.

I learned a great deal in that professor's office. I've never looked at problems the same. You tackle them one task at a time and keep track of where you are on the blackboard.