How To Stay Focused Throughout The Sales Process

November 1, 2013

A sales team’s worst enemy isn’t necessarily the most direct industry competitor. Nor is it the reluctant customer who consistently hesitates to make the final purchase. In fact, one of the most detrimental obstacles standing in the way of a long-term sales acceleration is a team’s own internal culture. A strong lack of organization and time management on the part of individual employees can significantly inhibit enterprise growth, leading many companies to ultimately experience a loss in revenue.

As technology continues to play a major role in the business world, it has become increasingly challenging for sales representatives to stay focused for eight or nine hours each day. Marc Wayshak, a sales expert and author, wrote on his blog about the dangers of excessive distractions in the workplace. He cited research from the Donald Bren School of Information and Computer Sciences at the University of California, Irvine, that revealed most working professionals encounter small distractions every three minutes throughout the day. What’s even more threatening, however, is the fact that it often takes more than 20 minutes to fully regain focus – no matter how small each individual diversion.

Time=money in the sales process
Because it’s so easy for employees to waste valuable time during the workday, it’s important for sales teams to hold themselves accountable for making the most of their efforts. Wayshak suggested businesses think of creative ways to eliminate distractions and boost productivity without compromising a vibrant company culture. The most effective solution isn’t necessarily to devote more time closing deals. Instead, employees can collaborate and hold each other accountable for spending their days wisely.

“Being effective with your time as a salesperson is not just about how much time you spend selling, but also what you do in that time,” Wayshak wrote. “If you have one hour to prospect each day, make a tangible goal for the number of dials you’ll make, introductions you’ll ask for, and meetings you’ll set.”

Staying on message with social media
Technology represents one of the biggest workplace distractions. For example, many workers waste valuable time browsing Twitter feeds or checking Facebook when they should otherwise be working on something else. However, sales representatives often have a predicament because such websites are actually valuable lead generation tools that can lead to long-term business success.

“Social selling is a legitimate selling methodology that demands attention,” Jim Keenan, a sales consultant wrote on his A Sales Guy blog. “Ignoring social selling and not proactively integrating it into your sales organization via training and tools is failing the sales organization.”

One of the most effective ways for employees to reduce the risk of falling into the social media black hole is to keep a more active presence. Jeff Molander, adjunct faculty of digital marketing at Loyola University, suggested in Target Marketing Magazine that sales teams should use Twitter as more than a passive research tool. Engaging in conversations with followers can boost productivity and may even lead to a rapid sales acceleration in the long run.