Inaction breeds doubt and fear. Action breeds confidence and courage. If you want to conquer fear, do not sit home and think about it. Go out and get busy.
—Dale Carnegie
The unrelenting daily imperative for every salesperson is keeping the pipeline full of qualified prospects.
Top sales professionals spend as much as 80 percent of their time on prospecting and qualifying activities for one important reason: They want to get up to the plate often and put together a consistent string of singles, doubles, triples, and a few home runs.
There are three core laws of prospecting that, when heeded, will ensure that you are moving a steady stream of prospects into the pipe:
- The Universal Law of Need
- The 30-Day Rule
- The Law of Replacement
In this chapter, we discuss the implications of these universal laws for success in sales. You will also learn why ignoring these laws causes sales slumps and how to get out of a slump if you find yourself in one.
The Universal Law of Need
It is when pipelines are empty that salespeople find themselves face to face with the Universal Law of Need. The Universal Law of Need governs desperation. It states that the more you need something, the less likely it is that you will get it. This law comes into play in sales when lack of activity has left your pipeline depleted.
When all of your hope for survival rests on one, two, or even a handful of accounts, the probability of failure increases exponentially.
Consider ...
Certainly! The passage you've provided touches upon sales prospecting, the importance of consistent activity, and three fundamental laws governing prospecting success: the Universal Law of Need, the 30-Day Rule, and the Law of Replacement. Let's dive into each concept.
Sales Prospecting: Prospecting involves identifying potential customers, often called prospects, to convert them into paying customers. It's the initial stage of the sales process and crucial for maintaining a steady flow of potential leads.
Universal Law of Need: This law emphasizes that desperation, particularly in sales, can hinder success. When a sales pipeline is empty, the sense of urgency to close deals can lead to desperation, which often repels potential clients. Essentially, the more one needs a sale, the less likely they are to secure it. It underscores the importance of consistently filling the pipeline with prospects to avoid desperate situations.
The 30-Day Rule: The 30-Day Rule stresses the necessity of maintaining consistent activity. It implies that the actions taken (or not taken) in the first 30 days of prospecting determine future success. Consistent effort and dedication in prospecting during this critical period can significantly impact overall sales performance.
Law of Replacement: This law emphasizes the importance of constantly replenishing the pipeline. In sales, leads may fall through or not materialize into sales. Thus, it's vital to promptly replace lost or unresponsive prospects with new potential leads to ensure a continuous flow of opportunities.
This excerpt from Dale Carnegie's advice aligns with the fundamental principles of sales prospecting, highlighting the significance of constant activity, avoiding desperation, and the need for ongoing efforts to maintain a healthy pipeline. Ignoring these laws could lead to sales slumps, but understanding and applying them can help sales professionals navigate challenges and maintain consistent success in their endeavors.
