Cherry Picking Data

Discussion in 'Articles & Tutorials' started by tacticalsales, Nov 15, 2012.

  1. tacticalsales

    tacticalsales
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    Cherry Picking Data

    When it comes to data and information it’s important to be able to separate the good from the bad but also be able to use it correctly in a way that gives you the best opportunities.


    The problem is that many salespeople these days tend to forget about the importance of cherry picking their data, usually wasting a lot of time speaking to the wrong people – this is something that needs to be cut down on in the long term side of business.


    Targeting


    It’s pretty simple but it does tend to take some time to complete effectively, this is evident by the little amount of cherry picking that tends to get done by sales professionals.


    Taking the time to understand your market and company can result in a simplified task of finding the contacts that are more likely to be appreciative of your contact rather than the people who hate you.


    Cherry picking involves:

    - Matching client to market

    - Finding any need or use of you offering in the near future

    - Are they happy with using your competitor?

    - Demographics


    These are just some basic examples but the more complex and in depth you go the more you can pinpoint and track your best results. Cherry picking data is also down to having a great set of metrics so always emphasise on noting measurements to get a better understanding of your market, company and results.


    Overall if you don’t use effective targeting you’ll end up with a lot of wasted time on your hands, even run the risk of deflating the team and yourself due to the negative results.


    Assumptions & Guessing

    Assuming the data you have in front of you is a great set is already a bad start to the process. Sometimes a bit of due diligence can end up with you picking out the bad seeds and leaving behind just a few juicy fruits that will not only appreciate your call but even show interest in what you have to offer.


    Guessing can also lead to a bad habit where you begin to guess for the contact that they won’t be interested or they will be – this is like assuming but instead of contacting you tend to skip over them. It starts as you miss 1, then 3 then a whole chunk because it didn’t feel ‘right’.


    Facts & Figures

    With data comes the responsibility of constantly keep it up to date but also effectively tracking it to ensure everything is getting done correctly.


    To cherry pick you need to have data in front of you that represents something of meaning but also has eligible structure which minimizes time spent on filtering through it.


    Example set of metrics:

    - Number of times contacted

    - Number of times emails

    - Opportunities

    - Leads

    - Closed deals

    - Location

    - Industry

    - Number of employees


    These are some basics but it’s important to match data with your industry, market and company otherwise you’ll have the problem of having a great set of metrics if you’re in one industry but not if you are in another.


    If you have these sorts of metrics in front of you then you have the best layout for the rest of the day when it comes to cold calling or warm calling but either way cherry picked data makes the numbers game a lot easier for success.


    Conclusion

    With cherry picked data you can find the prospects out there that will appreciate your cold call or general contact. This can be because they are tired of their current provider, need a problem solved, a future problem they were unaware of can be solved or in general you have a good reason for calling.


    Spending time on dead ends or uninterested contacts is deconstructive to your day and business, ensuring the right sort of data is picked and found will mean your success rate will go up as the more refined your data becomes.

    Get the free eBook - 'Cherry Picking Data'
     

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