Build a big fat list


Sales can be seasonal and around this time of year one of two things can happen:

  1. Sales activity slows down because of the “call me in the New Year” excuse, or
  2. Sales activity ramps up because you need to close things off before Christmas.

If your sales activity slows down, then this is a great time of year to work on your strategy for 2018. If your sales activity ramps up, things will probably slow down towards the end of the month. Again, when this happens, this is a great time to work on your strategy for 2018.

Your sales strategy needs to answer three key questions:
  1. Who do we target? (i.e. your market)
  2. How do we approach them? (i.e. your method)
  3. What do we say? (i.e. your message)

For sales people, these are also the three biggest reasons that they give for not doing enough activity:
  1. “I don’t know who to approach”
  2. “I don’t know how to approach them”
  3. “I don’t know what top say”

In order to overcome this first challenge, the best place to start is to build a big fat list. Sales people who have a big fat list, always have someone to contact, they typically have a healthy pipeline, and more-often-than-not, they achieve their sales targets.

Stu Heinecke, author of How to Get a Meeting with Anyone, suggests that sales people and entrepreneurs alike, need to build a Top 100 List. Your Top 100 List is a list of prospects and partners that you’re not doing business with right now, but if you did, they would make a significant difference to your business. Your Top 100 List is not just a list of company names that you would like to do business with, but also a list of the key people in each company that you need to meet.

Once you have developed your big fat list, then the other parts of your strategy, methods and message, start to fall into place. You’ll then start building a big fat pipeline and landing big fat deals.