It Takes More Than Numbers To Make Sales

While sales in many cases is considered to be a matter of numbers – see or talk with enough people and you’ll make sales – there’s more to it than that.

On April 9th, I wrote about “The Fallacy of Playing the Numbers Game” and stressed that it’s a quality issue rather than one of sheer numbers – that the quality of your traffic and the quality of your sales presentation have more to do with your success than just the amount of traffic.

If it was just simply a matter of traffic, we should be able to sell everything we need to for the entire year at a Parade of Homes or Grand Opening when there are dozens – if not hundreds – of people that visit our sales centers.

However, if you talk with enough qualified and interested people, focus on how you can meet their needs, ask for the sale, and make strategic plans for continuing contact with them, then you will make sales.

The same concept applies to your post visit Follow-Through® contact or proactive lead generation activities. Just setting goals and meeting them won’t get the job done unless you're contacting the right people. Making 10 calls a day or even 5, sending out 5 postcards a week or so many emails, setting so many appointments, or calling on 10 Realtors a week will produce little results if the activities aren’t targeted.

Otherwise, this is just a formula for fatigue.

If you send notes or emails to people who have little or no interest in (1) buying a new home at all or (2) buying it from you, what possible impact can your messages and activities have?

Beware of activity without progress! Goals for contact or lead generation are fine if they are based on achieveable results. Just making the requisite number of calls or mailings won’t necessarily do the job.

* For more information about my consulting and coaching services visit my website stevehoffacker.com. I also maintain a blog on the real estate network Active Rain, and you can join this site and begin participating in the fun and networking opportunities by clicking here.