The Law of Cause and Effect is paramount in sales and marketing. Translated this means that for every good effect (or result) there was a good cause (or action) if not a series of them. The only way to identify which actions lead to good results is to keep accurate sales activity records.
This means recording things like the source of leads, the number of sales calls made (or taken), the number of presentations/ demonstrations made, the number of sales made and their value and analysing those records on a regular basis. A spreadsheet is the ideal way to this; it is easy and it is accurate.
Obviously, the more accurate your activity records are the better the insights you get from them into ways to improve your results.).
(The up-coming post for Wednesday 17/12 is Getting your customers to think past 'price'. It's about price-buyers and value-buyers and how deal with them.)
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