What someone else does to succeed has no bearing on what you have to do to succeed.
You might need to make 80 dials to produce the number of appointments that result in the number of opportunities you need to reach your goals. For whatever reason, someone else might need to make half as many. They might be more effective than you are when it comes to gaining the commitment to meet. If they are in a different industry, with a different solution and a different value prop, their metrics might be very different.
You might need 4 opportunities to yield a single win. That metric means in your business, you win 25% of the time. The person sitting in the next room might win 2 out of 4 opportunities, or maybe even 3 out of 4 opportunities. Someone in a different business might win 15%, specifically because of the factors that exist in their business, and another person might win 85% because of how they define “opportunities.”
There is a good reason to measure your performance against your peers, and a good reason to measure your performance against different industries.
By measuring your performance against your peers, you have an idea of what is possible. If someone can produce double your results with half the effort, you want to study them to discover what you need to do differently. If someone in a different industry has an approach that is yielding them greater returns on effort, you want to explore that to see if you can port their strategy over to your business.
That said, your metrics are your own. If it take you 80 dials, you need to make those dials until such a time that you can generate the results you need with fewer dials. As it turns out, making those dials is what helps you improve.
If your win rate is lower than you want it to be, you have to do the work review your wins and losses, get some coaching, and change your strategies and tactics to improve that number.
Know your metrics, and do what is necessary to succeed. Then be thoughtful about learning what adjustments you need to make to do better.
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Filed under: Sales