The top 20% producers spend more time disqualifying out the non-buyers and thus less time stuffing unqualified leads into their pipeline hoping they will close. In other words, they would rather lose early because it frees them up to find and spend more time with buyers later on. And this is what makes them top producers.
The Sooner You Lose the Sale, the Better via OpenView Labs
People hate losing, especially salespeople. But it is even worse losing at the end of a long sales cycle than losing early on. The moral here is to qualify hard those early prospects and make sure you are setting yourself up for success later on. This is especially true of startups, where resources are limited and spending time & effort on fruitless deals can be a huge setback.
Source: labs.openviewpartners.com
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