Last week, I had the pleasure of attending an outstanding presentation. The speaker commented that during space travel, rockets are typically off coarse roughly 97% of the time. The reason Apollo 11 reached the moon is that its trajectory was measured 100% of the time and adjustments were made.
This is an excellent analogy for sales. This scenario of missing the moon has probably happened to you. Have you and your sales rep ever been surprised to lose a sale? Then, you missed your goal because you weren't measuring often enough.
I recently had a conversation with a CEO. I asked him what was bothering him.
He responded, "Sales have been flat. I have hit a plateau and I am not near my growth goals."
I asked," Where is your bottleneck?"
"I have lots of leads, but my sales people aren't closing sales." He replied.
He knew where his rocket would take off from and he knew he wanted to go to the moon. He had no idea what measures he needed to take to get him there. As his spacecraft missed Earth's satellite, he wondered where everything went wrong.
Without the numbers, no one can tell him. I told him, "Anyone would be guessing if they told you what your problem is. I can, however, tell you how to fix it."
It is a simple four step process.
Standardize the sales process.
Identify process metrics.
Incorporate the measures into the CRM.
Identify the constraint.
When sales fall short of expectations, pinpoint the problem using process metric then correct it.
We didn't guess our way to the moon.