The first F in sales EFFORT is Focus!

dreamstime_s_36478896One of the important pieces of the revenue growth puzzle is to make sure you include focusing on pure customer contact as part of your daily business.

Yes I said DAILY focus.

I’ll even throw out that it needs to be ON YOUR CALENDAR or other valid business activity will push that pure customer contact focus aside.

Now I have to get up on my soap-box for a couple of minutes.

It seems most people have bought into the MYTH of “multi-tasking”

I call it a myth but Dave Crenshaw wrote the book The Myth of Multitasking (How “doing it all” gets nothing done) back in 2008.

A study at the University of London found that participants who multitasked during cognitive tasks experienced IQ score declines that were similar to what they’d expect if they had smoked marijuana or stayed up all night.

Although the London University sound bite is fun to use and interesting in and of itself.

“When they’re in situations where there are multiple sources of information coming from the external world or emerging out of memory, they’re not able to filter out what’s not relevant to their current goal”

This quote from Stanford University’s research is one that I can pull apart and explain what I believe the true issue is as it relates to increasing your revenue.

When thinking about a sales call there are certainly multiple sources of information!

From the external world, there is what comes from the prospect themselves:
> Word choice
> Tone of voice
> Body language
> All of those things that your brain recognizes as you interact with another person

What most people don’t consider, is that there brain has to filter out:
> Extraneous movement in their environment
> Background noise; music, sounds, everything

Typically when I talk about the myth of multitasking, people have never considered that they also have to filter through their:
> Past experience
> Emotional memory
> Self-talk

They found that habitual multitaskers are NOT able to filter out what’s not relevant to the sales conversation they are in.

If you truly want to increase your revenue – you don’t have the luxury of reducing your brain power when you are in sales situations!

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