In the world of sales, whether you’re a seasoned pro or just starting out, there’s one mistake that I see far too often, and it all boils down to time management. It’s the pitfall of allowing the day to take control of you, rather than you taking control of the day. I call it the “background noise” of the day, and it can silently sabotage your success. In this blog post, we’re going to dissect this common mistake and explore strategies to overcome it.
The Day’s Background Noise
In reality, there are only two types of activities that you can engage in during your workday:
1. Income-generating activities: These are the activities that directly contribute to your bottom line. They involve prospecting, reaching out to potential clients, making presentations, and closing sales. In essence, they are the heart and soul of your sales business.
2. Non-income-generating activities: This category encompasses everything else that needs to be done, from research and administrative tasks, to vacuuming and organizing your desk, to following through on promises made to clients. While these tasks are undoubtedly important for maintaining professionalism, trust, and credibility, they can easily consume your day if left unchecked.
Picture this: Your day begins with a to-do list a mile long. There are calls to return, emails to respond to, research to conduct, promises to fulfill—the list goes on. Oh and the bathroom needs a good scrub. As a salesperson, your time is precious, and every moment counts. The trouble arises when these non-income-generating activities start to dominate your day.
The Mistake: Prioritizing the Background Noise
The primary mistake that many sales professionals make is allowing non-income-generating activities to take precedence over income-generating ones. It’s not that these tasks aren’t important; they absolutely are. However, when they start to dominate your schedule, they can hinder your sales success.
Why does this happen? Often, it’s due to a lack of time management and boundary-setting. It’s easy to get caught up in the minutiae of the day, responding to emails, conducting research, and tying up loose ends. Before you know it, hours have slipped away, and you may even feel incredibly productive. You’ve been working hard, but the question is, has it made you money?
The truth is, while background activities can create the illusion of productivity, they don’t always translate to income. You might leave the office feeling exhausted, having checked off numerous tasks, but if those tasks didn’t directly contribute to prospecting or making presentations, they probably didn’t move you closer to your financial goals.
The Solution: Taking Control of Your Day
So, what’s the solution? It’s all about taking control of your day, rather than allowing it to control you. Here are some strategies to help you prioritize income-generating activities and find a balance with non-income-generating ones:
1. Time Blocking: Start your day by dedicating a specific block of time to non-income-generating activities. This might be an 60 minutes at the beginning of your day and another 30-60 minutes at the end. Set a timer on your phone to keep you accountable. Once your time is up, switch gears to focus on income-generating tasks.
2. Prioritize Your Prospects: Identify your most promising prospects and prioritize them. Make prospecting calls and presentations a top priority. By reaching out to potential clients early in the day, you’re more likely to catch them when they’re receptive and engaged. Likewise, schedule yourself prospecting time during at least one or two evenings each week, another good time to reach people at home after standard work hours.
3. Delegate and Automate: Identify tasks that can be delegated or automated to free up your time. Whether it’s using CRM software for follow-ups or assigning certain administrative tasks to an assistant, find ways to streamline your workflow. (Fun fact: Throughout his elementary years, my son was a great helper, from stamping envelopes to stuffing prospecting packets – and he worked for pizza!)
4. Set Clear Boundaries: Learn to say no to distractions and interruptions that don’t align with your income-generating goals. Communicate your boundaries to colleagues and clients, so they understand your dedicated focus times. If office chatter is impeding your prospecting time, consider a headset to keep you focused on your calls and undistracted by nearby conversations.
5. Reflect and Adjust: Periodically assess how you’re spending your time. Are you consistently falling into the background noise trap? Is prospecting the last item on your to-do list for the day, and the easiest item to push to another day? If so, adjust your schedule and priorities accordingly.
In sales, time is your most valuable asset. Don’t let the background noise of non-income-generating activities drown out your potential for success. By taking control of your day, prioritizing income-generating tasks, and finding a balance with other important activities, you can maximize your productivity and achieve your sales goals. Remember, it’s not about how tired you feel when you leave the office; it’s about how close you are to reaching your financial goals.
