Best in class sales teams spend 75% of their time selling. The average sales force spends 58% of their time selling. Why? People are inherently inefficient. We like to tell ourselves and others how busy we are, but busy doesn’t mean productive.
The truth is that most people take a reactionary approach to their day. We check email immediately when received, answer calls that distract us, and stop everything when someone asks us for the something. Why? We don’t think through the consequences of making these decisions and act based on what is right in front of us.
- Option #1: Hire Additional Resources – This is costly
- Option #2 Create Time – No, I am not losing my mind and I don’t think it is possible to actually elongate the day. Bringing clarity to where time is being invested will help illustrate the need for change.
- Awareness – Measure time for 4 weeks. Use a spreadsheet similar to the one in my previous post on selling time and have your team track how they spend their time in 15 minute increments within the main buckets they typically spend time on (no more than 25 time buckets)
- Summarize the results by role
- Compare the current time investment to the following
- Sales Strategy – are they maximizing time around shareholder value created?
- World Class Benchmark – how do they compare to a relevant peer group?
- Scorecard – is their time aligned with their scorecard?
- Strengths – are people spending time doing what they do best?
- Offload, Minimize, Eliminate or Manage activities that don’t produce results
Call to Action:
You control your time. Don’t let others steal it from you. Use the data above to create a burning platform for change. How much more productive would you be if you spent two more hours a day on high impact activities? What happens if your competitors become more efficient and you don’t? Track your time for the next four weeks. Share your insights with your team and have them track their time for 4 weeks. This exercise will improve the effectiveness of your Go to Market Strategy.