Selling has the potential to be an incredibly wasteful exercise. The vast majority of cold calls fail to establish any connection with a potential buyer. The vast majority of “leads” fail to convert into opportunities. And - except in truly exceptional sales organisations - the majority of qualified opportunities fail to convert into sales.
This level of waste in what ought to be a well-defined process would not be tolerated in any other environment. No manufacturing organisation could afford to build anything like this level of faulty products. No distribution company could afford to lose this level of packages. And no airline could survive so many faulty landings.
Now, it’s fair for you to observe that the nature of selling (and the often unpredictable nature of the B2B buying process) means that perfect outcomes cannot be guaranteed. But by any rational analysis most of us have probably come to accept far more imperfection in the sales process than I believe we ought or need to…Read More