One of the perspectives I’m fond of is around the dose-response relationship[i]. In other words, what is the minimum dose I need to take (or do) to deliver the response I’m looking to achieve. In exercise, you often see this with high-intensity interval training (HIIT), which is where you intersperse short-duration, high-intensity intervals (e.g., 20-40 seconds of hard running) with active rest periods (e.g., jogging in between). With a minimum dose – say a 20-minute session – you can achieve high-levels of fitness and health.
As an analogue in sales, an up-front dose of more researching and planning at the start of a sales cycle – before conducting sales calls or targeting accounts – can help to accelerate a sales professional’s results later in the sales process. The Corporate Executive Board (CEB) – now part of Gartner – has found that top-performing sellers often spend more time planning and qualifying than average performers.
With this relationship in mind, it helps to create a frame around a dose that could potentially be harmful as well. As with most things, more is not necessarily better. More exercise can equal injuries and repetitive stress disorders, not unlike too many sales methodologies or technologies can create frustration, fatigue, and eventual turnover.
We are finding that a lot of our clients are much more conscious and intentional of what they ‘throw’ at their sales professionals in terms of change. Too many change initiatives can equal lower productivity and dissatisfaction, usually the opposite of what the sales organization is trying to achieve.