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Revenue Disruption: Game-Changing Sales and Marketing Strategies to Accelerate Growth by Phil Fernandez

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Chapter 18

Making Every Sales Moment Count

In 2006, then Vice President Dick Cheney had an unfortunate hunting accident on a ranch in Texas during which he shot a friend in the face. Fortunately, the victim’s injuries were not life threatening, and the main upshot of the incident was to provide fodder for late-night television comedians. Personally, though, I found a less well-known aspect of the incident to be both more interesting and a lot more humorous: The property on which the Vice President was hunting was a specially stocked quail ranch, chock full of not-quite-wild birds on tap for high-efficiency hunting. It’s amazing how far hunting has come from the lonely Masai warrior, who was forced to stalk the Serengeti for days at a time to feed his family.

And yes, the Vice President’s high-speed quail hunt really does have something to do with Revenue Performance Management. Remember the lonely hunter we met in Chapter 2, not in the Serengeti, but out in the sales field in hunt of the deal? Like the spear-to-mouth life of the Masai warrior, the sales hunter’s life can also be wildly unproductive. Consider the following statistics:

  • 94 percent of all Marketing Qualified Leads will never close (source: SiriusDecisions).
  • Sales representatives spend 68 percent of their time on administration and preparation, not talking to customers (source: IDC).
  • The average sales team will make 1,000 telephone calls to close one sale (source: “Cold Calling Dead or Alive” by Doyle Slayton).
  • 52 ...

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