12/ 14/ 2005
by Jeffrey Moses
Veteran sales pros understand that sales have a six-month effect. This means that some––and possibly the majority––of sales presentations and sales efforts you make today will result in closed sales six months or so in the future.
It’s been found that all the little efforts put into sales are cumulative, and eventually will add up to positive results down the road. These efforts include not only sales presentations, but also the day-in-day-out routine required to locate prospective customers. A salesperson never knows which contacts will eventually buy––so, in effect, no effort is wasted.
Once you have contacted prospects, additional work is usually required before a sale is finalized. This includes calling customers back to answer specific questions, doing extra research to find just the right price/features for customers, keeping customers informed of market or product changes and many other behind-the-scenes activities.
Many times, of course, a sales presentation may result in an immediate sale––or a sale within several weeks. That’s an ideal for which to strive. But realistically, not every presentation leads to a closed sale. Even the most sincere customers may have to put off finalizing a sale for any number of valid reasons, including:
- They lack funds
- They don't have an immediate need, were just beginning their research, etc.
- Their financial situation recently changed, and they have to postpone the purchase
- They need to consult with others before making a decision
- They are waiting to consider future developments, such as changes in the general economy or prices of specific products/services
Because some customers simply can't buy right away, you must find out during a sales presentation exactly what they're waiting for––or what will influence their decision in the future. Based on this, you can keep a “tickle file” that allows the recording of pertinent information and sets up a schedule, so you can call the customer back every month or so. A tickle file can be electronic or handwritten on note cards. The important thing is to organize the file so it reminds you to contact customers regularly, with information of previous discussions included so you can make each conversation specific to the customer. Successful salespeople try to have new information every time they call. And, as always, each call should be an attempt to move toward closing.
Through the months, a potential sale can either deteriorate or progress, based on the quality of conversations with the customer. Normally, after about six months, a potential sale either starts moving toward completion or dies. If you have customers you've been calling more than six months, you might want to delete them from your tickle file––or put them aside to call a year or two in the future when you have extra time, and their circumstances may have changed.
The six-month effect spotlights another crucial aspect of sales: the need to put full attention on every aspect of sales, from prospecting to final presentation. It’s important to “go to the mat” with all prospects, finding out everything you can about their situations, needs and finances to assist you in making the sale.
When a salesperson takes time off or slacks off (perhaps because of reaching a comfort zone or outside distractions), the effect will be felt in a decline of sales closings five or six months down the road. Hardworking, attentive sales pros enjoy a steady flow of sales––with most sales based on work done six months previously.
