There are so many uncontrollable variables in B2B sales that it can make your head spin. Think about all the things you can’t control, like:
- Market fluctuations
- The economy
- Your prospect’s mood
- Industry regulations
- Dishonest competitors
- And the list goes on
Not to mention maybe your dog died and your marriage is on the rocks. Those are the unforeseen life variables. How are you supposed to deal?!
It can all be overwhelming. And many of the salespeople I’ve come across have a woe-is-me mentality, always using these uncontrollable variables as excuses.
But you know what? You can’t deposit excuses! And it’s not all doom-and-gloom. Far from it!
Thankfully, there are plenty of things you can control in sales. There are more things in your hands than you even realize. In fact, about 80% of the cold-calling success pie is made up of things within your control. Empowering, right?
Sales isn’t a game of chance. Not even close! If it were, then the top sales guys wouldn’t always be at the top. Since they are always at the top, it begs the question: what do they know that you don’t know?
Well, they know that controlling the controllables is the ticket to unimaginable sales success. That’s right — they control the things that they are able to control. And they don’t lose sleep over all the uncontrollable variables.
Here’s how to get it dialed-in. I call these “The Big 3.”
What You CAN Control…
Your Work Ethic
Focus and output — You can 100% control your focus and output/sales activity. The SDR who dials ALL day is the SDR who crushes quota. This is your biggest point of leverage and #1 on my list for a reason. So this week, work on controlling your focus and channeling your energy into pure hustle (smile and dial).
Preparation — You can control how you prepare for each prospect you cold call or sales meeting you attend. Do 5-10 minutes of homework so that you can relate to Mr. Prospect and begin building that relationship. As the CEO of a company, when someone cold calls me and doesn’t have a clue about my company or my challenges, I don’t give him the time of day. Period.
Integrity — You can control your integrity, and you must because your reputation is everything in business. You’ve heard the saying from former UCLA basketball coach John Wooden, “The true test of a man’s character is what he does when no one’s watching.” Be the guy who always tells the truth, doesn’t gossip, and helps others — on and off the sales floor. You can control your character!
Do This: In your iPhone go into Settings > Screen Time. Now schedule “Downtime” and set “App Limits.” (The first two drop-down options.) Now when you mindlessly pick up your smartphone to doom scroll, you’ll be reminded it’s time to focus.
How You Communicate
Listening — Sales is all about communication, whether it’s spoken or unspoken. And you can control how much you listen. I recommend the 70/30 rule when it comes to listening. You should let your prospect talk 70% of the time, while you only talk 30% of the time. But you have to ask poignant questions that a) identify their pain points, b) paint a picture of a better future, and c) position your offer as the bridge to get them there.
Tonality — You can also control the way you speak. This is perhaps the lowest-hanging fruit in sales. Try it now. Instead of saying “Hi, this is so-and-so and I’m calling from X” say “Hi Tom, Johnny-Lee here. You work closely with Keaton, is that right?” Much better, right? Tonality is all about optimizing the tone, pitch, and rhythm of your speech, and emphasizing certain words to captivate Mr. Prospect. The top sales pros control this variable. Trust me.
Transformation-focused — You can also control what you focus on. And I beg you to stop focusing on features and benefits during your cold calls. Instead, you have to focus on the transformation that will take place by purchasing your product. Paint a picture of your prospect going off into the proverbial sunset with all of their problems solved — and how this will make them feel.
Do This: Case studies and testimonials are huge when it comes to communicating transformation. If your company doesn’t have these assets yet, get them! Take a few days to package and polish a couple of case studies that you can use on your sales calls. If you can prove you helped others succeed, you’re more likely to close more deals.
Your Learning & Development
Industry — While you can’t control your industry as a whole, you can stay on top of industry news and trends. And you can become the go-to expert in your industry, so that your prospects come to YOU. Start a YouTube channel, a podcast, and post regularly on social media. Brand yourself as the industry guru. That’s all 100% in your control, and it’s your golden ticket.
Positioning / competitor analysis — You are also in control of how you’re positioned in the marketplace (even if you’re an SDR at a big company). So you should constantly be analyzing your biggest competitors. What are they doing that’s working? How are they positioned in the market? How can you differentiate to really capture your buyer’s attention?
Reading and sales courses — Finally, you are in total control of just how sharp and educated you become. And by education, I don’t mean a college degree. I mean a diploma from the University of Hustle and Growth. Start reading books on sales and taking e-courses and attending in-person sales seminars and conferences. Sharpen your skills daily. It’s a beautiful thing that you’re in control of how high you fly in life.
Do This: Starting today, commit to reading two sales or business books per month. Don’t buy these on Amazon — as you don’t have a day to wait for shipping. Go to your local bookstore today and purchase two books. Read one chapter in the store, today, and then commit to reading at least a chapter a day every day. In the next year you’ll have read 25 books! This is guaranteed to improve your skills and the way you think.
Other Variables Within Your Control
Again, the variables above are the Big 3. If you “mind your business” here, you will give yourself a huge leg up on the competition. But remember I said about 80% of all variables are in your control? It’s true. And below are a few others that you should dial-in for maximum impact.
Track and Measure Performance
- Key sales metrics. Keep an eye on your output, conversations held, meetings booked, closed/won, closed/lost, etc.
- Monthly personal audits. Sit down with yourself and ask “What went well? What can I improve?” And do a monthly SWAT analysis
Your Health + Attitude
- Mental. Be sure to take stock of your mental health. The big controllables here are to limit screen time, get good sleep, eat healthy, and exercise.
- Physical. Same as above, be sure to stay active. Your physical fitness absolutely plays into your work performance.
- Spiritual. Explore faith in God. I pray daily and attend church. It’s a difference-maker in my life, as I know I’m working toward something greater than money and worldly success.
Your Relationships
- Family. This goes without saying — your family ties are more important than work. And these closest relationships are often in your control. Love, serve, and lead your family well, and you will receive countless blessings.
- Colleagues. Your co-workers will respond to you positively if you are kind and encouraging to them. And you work with these people daily, so it’s important to invest in these relationships. Again, all in your control!
- Managers. Foster an honest and open relationship with your managers. Show respect, and work hard to earn their respect. Your managers will help to guide you in your career — and you want your guide to be on your side.
Final Words
It’s amazing just how many things are in your control, right? So next time you feel like you’re being tossed in the wind, just come back to this article to remind yourself that most of your success is still in your hands.
If you control the controllables, you will become a BEAST in sales and life. So it’s time to get it under control. You’ve got this.
Until next time…
Johnny-Lee Reinoso