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Closing Percentage, not as Important as Lead
Generation!
By Robert Ruiz
Written 4/27/08
Here’s the scenario, Sally the sales person has a 93% closing rate and wins
the sales person of the month award. Mark the sales person has a 63%
closing rate, however, out wrote sally by $50,000.00 and had no recognition.
Where does this make sense; only in corporate America!
It seems as though Corporate America wants to measure their sales teams in
comparison to a sports team. That’s what happens when you spend most of
your time in a sky box or on the green everything becomes a percentage.
However, your sales team is a little different.
When a batter strikes out that at bat can never be repeated, when a
basketball player misses a free throw he or she can never reattempt that free
throw again, when a quarterback misses a throw he can never reattempt that
throw again, but when a salesperson misses a sale on their first attempt they
still have the chance to close that sale. So the question I ask myself can Mark
the sales person be a better sales person than Sally?
Absolutely, Mark is going to be the best salesperson in the company. Why,
because he is active. Though, his closing percentage is lower than Sally, he
sees more clients than sally. Sally under sells so she can close clients on the
first meeting. Mark sticks to his guns and waits for the right timing and always
receives the higher sale. Sally profiles her clients before meeting with them.
Mark is an equal opportunist, he sees everyone as a potential client.
Sally only prepares 30 days at a time, Mark prepares for the whole year in an
advance and then some. If we look at Sally’s sales funnel, it is probably empty,
because she doesn’t prospect enough. If we look at Mark’s funnel, because of
his excellent prospecting he can probably forecast sales accurately for 6
months in advance. So who is the better sales person?
However, companies continue to award the short term performer instead of
the long term performer. Depending on the nature of the business Sally may
have 5 good percentage months, and horrible money numbers all year round.
On the other hand, Mark will have consistent percentages for 12 months out of
the year and great money numbers through out the year.
Mark is the better sales person and should be recognized as being so.
How does Mark write these numbers:
1. He views everyone as an opportunity.
2. If he doesn’t close you on the first try, he still views you as an
opportunity for a later date
3. Follow up, is a 90% of Marks business. If you don’t follow up
another company will. Most sales people make the sales process easier for
another company by not following up. The sales person to make the second
call will win the business.
4. Though, Mark has a large funnel, he prospects for new business
everyday. He understands that his effort for today will be his business for
tomorrow.
Though percentages work great for sports at the end the batter who swings
the most wins the MVP, the basketball player who goes to the basket the most
wins the MVP, the quarterback who throws the most will win a championship.
Conservative players will win grace. The most active sales person will not win
the salesperson of the year honors, however, he or she will earn the higher
commission check. At the end hard work will pay off, you can keep the
percentage points! Mark will keep generating leads.
Generation!
By Robert Ruiz
Written 4/27/08
Here’s the scenario, Sally the sales person has a 93% closing rate and wins
the sales person of the month award. Mark the sales person has a 63%
closing rate, however, out wrote sally by $50,000.00 and had no recognition.
Where does this make sense; only in corporate America!
It seems as though Corporate America wants to measure their sales teams in
comparison to a sports team. That’s what happens when you spend most of
your time in a sky box or on the green everything becomes a percentage.
However, your sales team is a little different.
When a batter strikes out that at bat can never be repeated, when a
basketball player misses a free throw he or she can never reattempt that free
throw again, when a quarterback misses a throw he can never reattempt that
throw again, but when a salesperson misses a sale on their first attempt they
still have the chance to close that sale. So the question I ask myself can Mark
the sales person be a better sales person than Sally?
Absolutely, Mark is going to be the best salesperson in the company. Why,
because he is active. Though, his closing percentage is lower than Sally, he
sees more clients than sally. Sally under sells so she can close clients on the
first meeting. Mark sticks to his guns and waits for the right timing and always
receives the higher sale. Sally profiles her clients before meeting with them.
Mark is an equal opportunist, he sees everyone as a potential client.
Sally only prepares 30 days at a time, Mark prepares for the whole year in an
advance and then some. If we look at Sally’s sales funnel, it is probably empty,
because she doesn’t prospect enough. If we look at Mark’s funnel, because of
his excellent prospecting he can probably forecast sales accurately for 6
months in advance. So who is the better sales person?
However, companies continue to award the short term performer instead of
the long term performer. Depending on the nature of the business Sally may
have 5 good percentage months, and horrible money numbers all year round.
On the other hand, Mark will have consistent percentages for 12 months out of
the year and great money numbers through out the year.
Mark is the better sales person and should be recognized as being so.
How does Mark write these numbers:
1. He views everyone as an opportunity.
2. If he doesn’t close you on the first try, he still views you as an
opportunity for a later date
3. Follow up, is a 90% of Marks business. If you don’t follow up
another company will. Most sales people make the sales process easier for
another company by not following up. The sales person to make the second
call will win the business.
4. Though, Mark has a large funnel, he prospects for new business
everyday. He understands that his effort for today will be his business for
tomorrow.
Though percentages work great for sports at the end the batter who swings
the most wins the MVP, the basketball player who goes to the basket the most
wins the MVP, the quarterback who throws the most will win a championship.
Conservative players will win grace. The most active sales person will not win
the salesperson of the year honors, however, he or she will earn the higher
commission check. At the end hard work will pay off, you can keep the
percentage points! Mark will keep generating leads.