When you think back to your early days in sales, you might recall the myriad of terms that define the field and its professionals: business-to-consumer, business-to-business, inside sales, outside sales, hunters, farmers, manufacturer’s representatives, and more. As you progress in your career, one thing becomes evident: what you sell and to whom you sell it to shapes how you sell. Sales processes are not one-size-fits-all, but they all share a common goal - closing the deal. Once you understand the sales process for success, you need to create a weekly cadence calendar that you can use to keep yourself on track and repeat.

As a sales professional, your most valuable asset is time. Mastering time management is crucial for your success. Start by guarding your time jealously and then learning to allocate it wisely. Reflect on the various tasks essential to your success and evaluate the time you dedicate to each one. Identify areas requiring more focus to drive greater achievements. Once you have outlined these key activities, convert them into an actionable weekly cadence schedule.

Start with effective prospecting. Preparation is key: first, identify new prospects the evening before. Next, gather detailed information about each prospect and their industry. In B2B sales, aim to be an expert in both your product and your prospects' industries.

Become the Expert:

• Master the product or service you’re selling.

• Know the industry inside out.

To enhance your sales strategy, use probing questions and seek their answers. How does this company generate revenue? What standard processes are integral to their operations? Identify their pain points. Determine how your product or service aligns with their business needs. Do you save them time or money? Do you streamline their workforce requirements, or provide a competitive edge? Allocate an hour to develop a comprehensive prospect information sheet with fundamental questions like those mentioned. This sheet will become a vital part of your sales routine, to be completed for each new prospect. Customize it further with questions tailored to your offerings and pertinent details. For instance, inquire if the company recently launched a new product or secured a significant contract. By systematically gathering this information, you'll be better equipped to address their needs and position your solutions effectively.

Next, carve out dedicated time in your calendar for lead outreach. Utilize all avenues to connect with potential clients through cold calls, emails, networking events, social media, webinars, and referrals. Consistency in your outreach efforts is essential for success. Commit to making calls daily, allocating an appropriate block of time. Begin by crafting a script if you don’t already have one. Over time, you’ll develop multiple scripts tailored to different goals, products, services, and industries. Each call should have a clear objective. If you’re new to calling, ease into it. Start with an hour each day, then gradually increase to two, then three hours. Remember, no one’s going to bite you over the phone. Success hinges on your comfort with conversing, which means making those calls. Here are some key tips: Avoid launching straight into a sales pitch. Sales reps who do this tend to dominate the conversation, which is a mistake. Allow your prospects time to discuss their needs and ask questions. If you don’t, you risk coming across as another pushy seller, leading to a swift “not interested.” Timing is important as many sales professionals mistakenly believe early morning calls are best, thinking they’ll catch prospects before they get busy. However, early mornings are often when people are least receptive to sales offers. Instead, aim for the early afternoon. Afternoon calls will allow your prospects to settle into their day whereby they will be more open to discussion before they wrap up for the day.

Don't be robotic. Sales is about forging genuine connections and offering real solutions. This naturally leads to your daily task: creating opportunities. A successful sales professional uncovers opportunities where others see none. Put yourself in your prospect's shoes—understand their daily challenges. What benefits can you offer? How can you alleviate their pain points? It's not just about solving problems; it's about positioning yourself favorably. To do this effectively, you need to truly get to know your prospects. This isn't achieved with a single call. Aim to build professional relationships with as many people as possible. Establish yourself as a trusted expert in your field. When a need arises, you want to be the first person they think of for advice.

Now, let's delve into the crucial aspect of professional development. To be the best, you must invest the effort required to excel. This means actively engaging in professional growth. Make it your goal to take courses - whether online, in-person, or through other formats. Continuously strive to expand your expertise. I also recommend joining your local industry association. This keeps you updated on the latest trends, laws, technologies, and even your competition. Why is professional development so important? One key benefit is the enhancement of job performance. By acquiring new skills and techniques, you can work more efficiently. This leads to higher quality work, increased productivity, and a greater close rate. Ultimately, your professional development journey depends on the areas you wish to improve. Identify opportunities both within and outside your industry. Take the initiative to create and follow your own professional development plan.

The final task to incorporate into your weekly cadence calendar is the follow-up. Many talented sales professionals miss out on opportunities simply because they neglect this crucial step. There are various reasons why prospects might not immediately commit, even if your offer is compelling. Some may not have the budget available right now, while others might be locked into a contract with a competitor and wish to see it through. Additionally, some prospects may attempt to replicate your solution internally before realizing the value and convenience your offering provides. The only way to uncover these reasons is by asking questions, committing to follow-up, and actually picking up the phone to re-engage with your prospects.

In summary, a top-tier sales professional wields a powerful arsenal of skills that go far beyond sheer determination to make cold calls and secure appointments. Mastering a steady weekly rhythm that propels you toward success is crucial. Once established, it becomes second nature. Each week, you must skillfully manage your time, prioritize tasks, hunt for new leads, complete detailed prospect information sheets, and reach new prospects with the primary goal of qualifying them all while working on closing deals by dedicating time for opportunity creation, hosting compelling sales presentations, and not neglecting the crucial follow-up calls. Finally, never forget to allocate time for your professional development. This disciplined approach is what it takes to reach the pinnacle of sales success.