Sales Still Works

 Sales still works.

I had a co-worker recently trying to open up some new business.

Four Touches, One Opportunity

She looked up a local company that sold high-end electronics, found the right contact, and got that person into the CRM. No shortcuts. The basics, in order.

• An initial phone call

• A personal email

• A marketing email, about a week later

• Something in the mail, about a week after that

A week after that piece landed, she got the person on the phone. They needed exactly what we sell. Four touches, spread out over a month, and a brand-new opportunity that wasn't there before.

Get the Good Ones In

Most people give up after one call or one email that doesn't land. One touch rarely tells you anything. Four touches, spaced out and consistent, get someone's attention.

Get your good prospects, the real contacts, into your CRM and start working the process.

Sales still works.

Roy Waterhouse is the founder of Lean Sales Group, where he coaches salespeople on building trust and growing accounts.