5 Critical Sales Lead Management Mistakes – Part 2
In my last post I gave you mistakes 1 – 3. In this post I’ll continue with mistakes 4 and 5.
Mistake #4: Treating everyone on your database the same. Bill Cosby allegedly said, “I don’t know the key to success, but the key to failure is trying to please everybody.” If you can’t identify your most important contacts, you can’t give them the special handling they deserve. Other than “customer” or “prospect,” “A-B-C” or “Hot-Warm-Cold,” most salespeople have no database segmentation system. (Read my 14 Ways To Segment Your Database.)
Mistake #5: Not investing in yourself. Knowledge actually doubles every 18 months (not surprisingly, that’s the product launch life cycle of a new laptop). A million websites are launched everyday. In fact, more information has been produced in the last 20 years than in the previous 2,000. To be a valuable go-to resource for customers, you must continually expand your knowledgebase. Develop a passion for learning, and schedule a recurring time on your calendar to do it. Here’s a few tips:
- Reinvest 3%-5% of your income on books, workshops, seminars and coaching with the top mentors in your field
- Subscribe to your own trade pubs as well as pubs from your top customers’ industries
- Become a headline scanner. When you see something relevant, rip it out, put it in a pile, and discard the rest. Read the pile once a week or take it with you on your next flight.
- Carry stamped envelopes at all times to kill 2 birds: When you discover an article or an idea that friends or clients might like to know, scribble a note on the article or a note, and mail it to them. Send thank you notes often.
- Subscribe to Google Alerts using keywords of customer names, competitors, industry trends and ideas you want to explore. Google will send you relevant web postings regularly–for free
- Time is money. Stop wasting time trying to remember or search for logins and passwords. Get RoboForm for under $40. I have almost 100 of my favorite member profiles stored and it’s 2 clicks to log in to any info I want to see now. It also has a form fill feature.
BONUS Mistake #6: Mike Elam, veteran sales professional, says, “The biggest mistake I see is when businesses jump into a marketing program and drop it before it has a chance to work. The #1 recommendation I make to clients is to find something to do consistently and stay with it.
What mistakes ring true in your world? Share a lesson learned with me.