Consistency – conformity in the application of something, typically that which is necessary for the sake of logic, accuracy, or fairness.
I’ve put consistency as the last ingredient on the list because it tends to be the final piece that makes all of the rest work together very well. Nobody, and I mean nobody, has had sustained success in anything they do including sales without being consistent in their approach and work ethic.
There are tens of thousands of examples of short term wins by sales reps or maybe even hitting or exceeding their quota in a given year but it is the consistent professional who time after time continues to chop away and stay in the ring long enough to get to the next round. A Rocky metaphor is apropos here. There are always going to be bad months or quarters but when you continue to hone your skills, build up your book of business, and bring the right attitude to your work then you will only continue to succeed.
It is the sales professional who thinks they have figured it out, has a few big whales padding their pipeline, or is arrogant about their current place on the team that ends up getting complacent and ultimately frustrated when others pass them. These are the folks that tend to churn out of organizations at around the 9-15 month mark when their “ramp” is over and they’ve been found out by the rest of the team.
Consistency allows you to do a few things:
Build Repeatable Systems
Having systems that you can go back to over and over again can only be useful when you are consistent in the way you work both internally and with potential clients. If you continually do a lot of the same things and build repeatable processes behind those then that can ultimately help you carve out some of that wasted time mentioned above. Repeatable systems might be crafting similar email templates that you can customize on the fly, document client information the exact same way (I used OneNote and the Description section in my specific Opportunity), or can ask similar/specific questions in client interactions. This helps make sure you are working toward the partnership in the right way versus missing key information from one call to the next. Building these types of consistent systems in place can do wonders for your productivity and partnership discussions
Create Sound Habits
When you are organized in your efforts and understand how your week generally flows it helps you put up barriers to corner your time and not let the “time robbers” get in the way of it. When you focus like this great habits start to take form like proper time for “pipeline hygiene”, prospecting time, administrative work, and ultimately more time to spend in front of potential clients working through great partnerships. Habits take time to build but if you put the right systems in place and then focus on how to tackle those and what new habits can help achieve better results like task lists, blocking time, batching emails, etc it all starts to come together nicely.
Keep Ahead of the Game
As I said earlier, you are going to have bad months and quarters (sometimes just bad weeks if you are lucky) but they are inevitable. If you don’t get complacent in your efforts and strive to out-pace projections then this can help set you up for success down the road and not get behind. If you have a few good months and try to coast through the rest of the year you are hurting yourself because since nobody can see the future you can’t predict if some of the partnerships you thought were coming in will actually come to fruition. Get ahead and stay ahead and this can be beneficial in more ways than one.
Consistency tends to get thrown around a lot like a thing that everyone wants to get better at. I believe that building systems to narrow your focus on all the different things you come across in a given week needs to be prioritized in order to be consistent. When this takes form, you begin to week out a lot of the wasted time and can spend it on the right things.
Then it’s rinse and repeat. It’s not sexy but it’s effective. It generally is the people that are the least flashy and stay head down on their goal that tend to win in the long run. They know that staying consistent will generally beat out almost every other person in the long run when others get tired, complacent, unmotivated, or in a rut.
Consistency is a skill that can be learned and it just means to suck it up sometimes despite many barriers. Ultimately, once those minor barriers get worked out you have achieved a lot more than you thought you could and are that farther ahead.
Keep your head down and keep moving forward!
Thanks for reading!