Updated for 2024- Consistent Sales Behaviors > 1x Huge Sales efforts (and spam messages)

December of 2022 I wrote:

“There are absolutes in sales. (link to original post) It is absolutely true that if you do not practice selling behaviors, you will not sell. If you only practice one sales behavior, you will only get the results tied to that single activity. Being efficient only means you do things quickly. (Imagine sending 1000s of emails quickly) While being effective means you are doing the RIGHT things consistently.”

This is still true.

Particularly within the B2B sector, achieving success isn't merely about executing random actions. It's about adopting a set of proven strategies and behaviors that propel you toward your goals. As sales professionals committed to refining our craft and broadening our knowledge, it's crucial to understand the core activities that drive B2B sales success. This understanding forms the backbone of our continuous learning journey, enabling us to engage more effectively with our blogs and other learning resources.

To lay a clear foundation, let's delve into the essential activities that every salesperson should prioritize: effective networking, nurturing both personal and professional connections, strategic outreach to prospects, leveraging referral partner networks, and crafting messages that resonate with your Ideal Customer Profile (ICP) and specific personas. However, it's imperative to recognize that our messaging alone won't seal the deal. The timing, the buyer's current needs, the business impact of the purchase, and the recipient's capacity to engage with our message are all critical factors to consider.

Achieving alignment with the buyer—connecting at the opportune moment with the right solution for their pressing issue, in a manner that echoes their current challenges—is far from straightforward. It requires insight, empathy, and precision.

Moreover, consistency in our approach adds another layer to this complex puzzle. Let's explore the components that underpin this consistency: the outreach medium (digital or traditional), the nature of our messages (ranging from educational content to testimonials and insights), and the response we aim for, from the prospect. It's worth noting that, thankfully, spam filters and firewalls are becoming increasingly adept at intercepting the flood of irrelevant messages sent by those with less scrupulous intentions. This highlights the importance of crafting valuable, meaningful content that genuinely resonates with our potential prospects or clients.

Acknowledging the high-level factors crucial for success, understanding potential pitfalls, and recognizing the reasons behind occasional failures underscore the need for unwavering consistency. This is what makes sales an emotionally challenging field, often leading individuals to seek alternative career paths that may be perceived as less demanding. (Here, a touch of humor with a smiling, albeit slightly sarcastic, emoji would be apt, though it's not my style to use emojis in writing.)

By focusing on these pivotal areas, sales leaders and salespersons can enhance their professional growth and effectiveness. This commitment to incremental learning, through blogs and other resources, is what enables us to navigate the complexities of B2B sales with confidence and resilience. Stay consistent. Focus on the value your prospect or client should receive from reading your message, listening to your podcast, reviewing your how-to video, studying your infographic, or attending your networking event. If you are constantly pitching your services, stop- rethink the value of what you are offering. Lead with the problem you suspect your prospect is experiencing, what impact that problem is having on their business, and what others in their situation have tried successfully or unsuccessfully to solve their issue. Empathy first, then consistency and the future of their operation/organization with out that problem impacting the livelihood of the organization. If you find the right problem to solve, you’ll find clients asking you to help them solve it.

Remember: 3x faster or 3x cheaper is a non-starter if there is no speed or price issue.

Happy selling.