Guest Post By: Emmie Brown
On a coaching call, my client told me she wanted to sell ten million dollars in business. I said, “Great! How do you plan on doing that?” She replied, “I really believe in myself, I know that I can do it I just know that with confidence I can hit my goal.”
So I asked again, “How are you going to hit your goal?” She said: “I have made a vision board, and I’ve been focusing on it. It will help me hit my goal. I’m going to work harder than I ever have!”
Again, “How?” She knew what she wanted. Without knowing how you are going to hit your goals, you can easily set yourself up to fail.
In order to really move your business forward, sometimes you need to do a little backwards thinking.
In every business it takes a certain number of dials to make a certain number of contacts, to set a certain number of appointments, to have a certain number of presentations, to have a certain number of sales. Your business might be a little bit different in terminology, or the process might be slightly shorter or slightly longer. One thing we all know is that every business follows a sales cycle.
First, we have to track our numbers. We need this information so we are aware of how many dials it takes to get someone on the phone. That’s our dial to contact ratio.
We have to know things like how many contacts it takes to set an appointment.
We have to know how many of our appointments actually stick and turn into presentations.
Out of those presentations, what’s our closing percentage?
How many of those turn into sales, and what is our average package size?
Once you know those numbers then you can do some backwards thinking. Start with the goal you want to hit.
Let’s say you’re like my client and want to sell $10 million in business. In order to get there, you need to take your average package size/sale size and figure out how many sales you need to make. The next thing you do is take your closing percentage and figure out how many presentations you need to run in order to have that many customers. Then you back end it out and figure out how many appointments you need to set based on your appointments set-to kept ratio. Then figure out how many contacts you need to make, and ultimately how many dials you need to make.
Once you know how many dials, contacts, appointments set, and appointments ran you need, that is where you put your focus, not on the results.
So many of us focus on the results. If we focus on the results that pressure builds up and we lose focus on the activity that is going to lead to the result. Consequently, we don’t achieve the result.
Instead, you should almost forget about the revenue, the goal, and the money, and focus on the activity. When the activity is there, the results will follow. The results are a natural by-product of the activity.
If you want to hit your goal, you have to think backwards!
Write down how you’ll work backwards, let me know what you come up with!
Emmie Brown is an executive level coach and an expert in the Psychology of Scripting. Emmie started her career with The Southwestern Company as a student intern at the University of North Carolina. She continued to work with Southwestern over the next 10 years as a top producing sales manager until joining Southwestern Consulting in 2009. Emmie has spent the last 4 years traveling the country as a professional sales trainer, executive coach and business consultant with Southwestern Consulting and the Success Starts Now! conference series. She is also the author of the audio series Talk Less, Sell More and a breakout presenter at the Success Starts Now! sales training conference.