What does a marathon runner know about making prospecting calls?
Probably very little. Maybe nothing! However, the strategy the marathon runner uses to prepare for a race can help you become a better prospector. No runner started out as a marathon runner. They trained over time to build their strength and endurance to go the distance. The first day they couldn’t run 100 yards before gasping for breath. The first week was torture. The second week was a little better. The third week better yet, and so on. With continual practice, desire and effort, they became a marathon runner.
Take a lesson from the marathon runner. If you are struggling with 10 or 15 prospecting calls a day, how will you ever make 30, 40 or whatever number your prospecting plan calls for? If the novice marathon runner is gasping for breath after 100 yards, how can he eventually last for two miles, eight miles, 12 miles or 26 miles? He must condition himself.
While marathon runners may have their own trainers, you’ve got me and the rest of the folks at Sandler Training to give you a little sales training advice:
Pace yourself, and you’ll get there.
You may not get past six calls the first day without gasping for breath, but the next day you can do seven, the next day eight, the next day nine or 10 and continue that practice until you can go the distance.
An average sales cycle to move a new prospect beginning from your initial introductory call to closing a sale takes an average of 12 quality touches (and that is not 12 irritating voicemail messages) over an 18 month period. That’s at least one meaningful connection every 45 days. Remember, it’s 12 touches over 18 months on average. You can be better than average if you get better at your technique and better at your strategy. You don’t have to be a marathon prospector right away, but you better start your training program, rest up and get ready for the long road ahead. As long as you have a contact schedule and strategy in mind, you’ll see that finish line.
Illustration by Rob Green