Salespeople who set a goal to find ten new customers this month are setting land mines and then stepping on them. Ten new customers is a result. Results can’t be controlled.
Instead set activity goals. Set a goal to send twenty-five emails to existing customers asking for referrals this month; go to two networking functions this month; send ten tweets to drive people to your website each week.
Then, use the Paradox of Cold Calling: instead of calling to find new customers, call to eliminate prospects. Get them off your list, get them out of your life – get them outta here. Don’t know about you, but I can get rejected 10, 20, 30, 40, or 50 times a day without breaking a sweat.
But the funny thing is…as I’m calling to eliminate prospects, I’m taking the exact activities it takes to find new customers.