Never mind the quality…it’s a phrase that not so reputable merchants of clothing - such as suits - used to say when trying to impress customers. They would then go and talk about how good the suit would be in cold weather because it would keep you warm…
The problem was how long would the suit last? Would it make Winter if it was bought in the Spring?
So, does YOUR sales operation depend on “width” rather than quality, blindly processing large numbers of leads to get the results you need? Or are you more selective, and will your sales pipeline yield good results and be durable - whatever the conditions - that lie ahead?
Lets extend the tailoring metaphor a bit further. A good sales manager should imagine him or herself running a Savile Row establishment, where first class results going out of the shop rely on top quality materials going in. You can be sure that they closrly scrutinise every roll of cloth that enters their premises – rejecting anything that will end up with them wasting time and money.
In other words, be like the tailor and Qualify, Qualify, and Qualify again.
- Qualify – In or Out? – First stage of the triage: is this opportunity really worth pursuing?
- Qualify – Understand the criteria by which the customer makes a decision to proceed from one stage to another in the sales cycle and keep testing that progress is being made. This will also help in identifying potential issues allowing you to deal with them to shorten the sales cycle.
- Qualify - Ensure the pipeline has the appropriate amount of opportunities in each stage in relation to conversion rates that have been established by historic trends to ensure that targets are met - if not surpassed.
The moral of the story is that quality and quantity are intertwined via the qualification process. Next time you go to buy a new suit or outfit, consider how you scan the rails – eliminating the items you don’t want because of cost, material or style before you come to the handful of possibilities you really want to bother with – and take to the changing room.
Follow the process efficiently and you end up with a quality garment at a good price, one that feels right and makes you feel good when you wear it.
Follow that process of elimination and qualification in you sales process and you’ll focus maximum time on the best opportunities.