I witnessed an interesting exchange the other day, two Sales VP’s were exchanging views on hiring, on=boarding and development of sales people. One offered up that he only wants to hire A players, “people who do not want to prospect all their career”. For context, this VP had a team of SDR’s and account managers. Before I could jump in, the other VP asked “what do you mean, prospecting is a key skill for A players.” Or at least his definition of an A Player.
We’re All The Same At The Start
There is no doubt that the pattern for a long time has been to start off a sales career prospecting, because unless you adopt a territory, there is no other way to build a base, (even if you’re good at referrals, you need someone to refer you). As we build the base we become victims of our success, demand on our time and attention turns to maintaining and organically growing the base. And eventually stop prospecting, or do a token amount.
The other thing that happens is a change in attitude. Sales people hate it when a buyer chooses an alternate product, perhaps not as robust as ours, and tells us that despite everything, the alternative is good enough. While that hurts, many can deal with it, why? Because they have also adopted the same “good enough” attitude. The reach a level of income that is “good enough”, the effort it takes to prospect just becomes a bit more than they are willing to commit. Sure they could go from $250,000 to $300,000 or more with a bit of prospecting, “But hey, you know $250,000 is good enough, I’d much rather work on my putt and short game.” Usually this followed by one of the saddest statements a professional sales person can make: “I have earned the right not to have to prospect anymore.” I would argue that your product, customer service, finance and others in the company earned most of that. The key value any sales person bring is customers who represent new revenue streams. Other than direct referrals, prospecting is the optimal path to that.
With the exception of a few products, when you stop prospecting, you diminish your value as a sales person. It’s not about greed or just making more money, it is about continuing to be the best they can be. Can you imagine the blow back if an athlete said that they have earned the right not to pass, or slide, or anything required to win? A players have a different outlook.
Wisdom Of Success
I remember training a financial services professional, top three in his branch, been there 15 years, had a “book” of business he could milk for years. As I would work with new recruits, on his own, he would always come in and tell the participants why he loves to prospect, especially outside his network. He gave two compelling reasons:
1. If he could secure one or two new clients a year, he would have all that many more referrals to add to the ones his current clients were providing.
2. If one of his clients fell away, perhaps taking some of their referral with them, they would be replaced.
I am not sure I can agree with the VP when he say that A players are those that don’t want to prospect, I think A players do it, and don’t complain about it, because they know the rewards of their work.