I have a sales person that is super busy setting up events, seminars and networking meetings. He has been doing this sales activity for years. His presentations are great, never misses a network meeting and he works the event booths like a pro. Obviously he’s my top sales person. Well, not really.

All in the name of community recognition.

I have asked him many times if he is sure this “activity” is worth the effort? Always the reply is that he achieves, and our company receives, community recognition at the very least. Ultimately the explanation is that while an immediate sale didn’t happen it will in the future because of this activity.

The problem with this for me is he’s not my top producer and has been doing these activities for years. So, how does that work?

Squirrel! Not really focused.

Also, I see him spend a load of time on all these projects jumping from one to another being pulled in all types of directions. His focus on basic prospecting, follow up, customer service and attention to detail is lacking many times. He just has too many things going on.

He is so busy doing the “busy” work that he forgets what he gets paid to do. Close the deal.

Tracking and follow up sales activity.

OK, before you get on me for discounting this activity in whole let me say this about that. I don’t. It’s not that I believe events, seminars and network meetings are a waste of time I just think that the end game has to be clear. Make sales. The bi-product of community and industry recognition will come.

Unless you can track and see the results of what your endeavors produce then don’t do it. Budgets and time allocation are not infinite. They are finite. There needs to be real proof, not gut feeling, of what these activities are producing. The evaluations of what to continue with will have merit and so will the activity. Focused and productive.

Reality check.

My conversation with my salesman has been tense on this subject to say the least. These are his “babies” that he puts his heart and soul into and has for years. To talk about changing or possibly canceling them, well, you can only imagine. But it needed to be done. He needed a reality check and the expectation level needed to be well defined. The good news is he is slowly coming around. As a matter of fact he is enjoying the less stress some of these changes have given him. Also, his quality of work and production has increased as well as commissions. Always a good thing.

Activity such as sales events, seminars and network meetings can be useful tools to provide quality leads with the right tracking and follow up. You can’t be attached to any of them as “we have always had a booth at this event” regardless of lead/sales success. Always make sure you are working and focused on the end game which is making a sale. If you do you will.

Chris Lott

Chris has over 15 year’s Sales Management experience including Business Ownership, Product Management and Web Design/Marketing. He’s a national sales team strategist and trainer. Chris is the designer of the popular totallysales™ sales playbook with thousands of copies downloaded. He’s a nationally syndicated author with his articles on SalesBlog! rated as a “top must-read” on consultative selling.