Lemon #83. The top six mistakes
make
While reading ‘Predictable Revenue’ from Aaron Ross, we learned about the top six mistake SDRs make. Aaron Ross says:
To maintain sustainable and positive sales energy in the team, it’s important for sales reps to take breaks every 90 minutes, take full lunch with co-workers, and pick a time of a day to commit to stop working. Overwork can produce more results in the short term, but will eventually grind out anyone’s «authentic enthusiasm» and create burn-out and turnover.
Here are the six prospecting mistakes reps make:
- Expecting instant results. When targeting companies that have multiple people involved in decisions, it can take 2-4 weeks just to develop a new qualified opportunity.
- Writing long emails. Long emails can be hard to process. Can someone read and respond easily to your email on a cell phone? Make it easy for them by asking a single simple question. You really don’t need to be tricky. The truth is the most persuasive form of marketing.
- Going wide, not deep. Hitting 100 accounts once instead of 10 accounts 10 times each.
- Giving up too quickly on ideal targets. Don’t give up on working to understand if there’s a fit or not until you get a «no» from the real decision-maker. Be «pleasantly persistent».
- Not giving up quickly enough at non-ideal targets. Persistence is valuable, but it’s a double-edge sword. Being persistent with prospects that aren’t a good fit is a waste of time.
- Depending on activity metrics rather than a proven process. «Dials per day» isn’t nearly as useful as tracking «call conversations per day» or «appointments per week». Measure results that are proven to lead to revenue instead of throwing lots of activity at a goal.
Aaron Ross @ Predictable Revenue.
Jorge Moreno
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