Are Routines Holding You Back?
By Kelley Robertson
What routines are preventing you from
increasing your sales? Whether you realize it or not, you are a
creature of habit. Unless you do shift work, you probably get up at
the same time everyday, follow the same routine to wake up and get
yourself ready for the day, drive the regular route to work, do the
same things once you get to work, and take the same route home at
the end of the day. Once there, you probably have dinner, watch
television or read the newspaper, and follow some sort of routine
once it's time to go to bed. You set the alarm for the same time and
when it sounds the next day, you start the cycle over again.
Don't get me wrong. Routines can be good.
They help us improve our productivity. They allow us to multi- task.
They make us feel comfortable, safe, and secure. They reduce stress.
Plus, when we have developed a great routine, we can often generate
more business. However, the drawback is that they can be difficult
to break away from.
When you become accustomed to a specific
schedule, it can be easy to forget changes in it. For example, if
you usually schedule your first client meeting after 9:30 it is very
easy to miss a meeting that was recently scheduled at 8:30. I
recently encountered two situations that relate to this.
The first was an appointment with my
massage therapist. For several years, she scheduled her appointments
on the hour or half-hour. So when she booked my massage at fifteen
minutes after the hour, she forgot about it and was several minutes
The second was my fault. I normally meet
with my trainer early in the morning, three days a week. I had to
re-schedule one workout due to a business commitment and made my
appointment at a later time on a different day. Unfortunately, I
arrived at the gym at my usual time only to realize that I was
several hours early. The change in the schedule messed up my
So, how does this relate to selling?
As a sales professional, you need to recognize that routines can
prevent you from achieving your full potential. However, if you
persist at incorporating that new technique into your sales
approach, it, too, will become part of your new routine. That's the
great thing about the human spirit and brain, it is very adaptable.
The most successful people in business and in sales know that
changes to their routine will cause them some discomfort. But, they
are also very aware that these changes will become more comfortable
and part of their routine if they work at it long enough.
It can certainly be challenging to change
your behaviour and routine when you are used to making a certain
number of calls every day, or meeting with a specific number of
clients, customers, or prospects. When you have a specific daily
routine, it is usually difficult to incorporate something new. Or,
when you have developed the habit of selling in a particular manner,
it is very stressful trying to change your approach. I see this in
my sales training workshops all the time.
People can intrinsically grasp a new
concept or principle but experience difficulty trying to actually
implement it into the way they sell. That's why many sales training
programs don't work; you can't expect to change your behavior or
routine immediately. The key is to keep applying the concept even
though it feels uncomfortable and foreign. In fact, in most cases,
you will begin to feel comfortable with the concept immediately
after you experience the greatest frustration and difficulty.
Consider learning a new sport, hobby, or task.
At first the movements feel uncomfortable.
Your moves are not smooth, accurate or natural. And this feeling
usually persists for quite some time. However, just when you feel
like giving up because it has become too difficult and frustrating,
something clicks and the movements start to feel more natural. You
have now progressed to the stage of being able to achieve results.
The same process happens when you decide to try something different
Most sales people don't enjoy cold calling
because they don't work at developing their skill long enough. They
go through the motions of making their calls everyday but they don't
focus on improving their skill nor do they stick with it for the
necessary period. People who do acquire the ability to effectively
cold call have made enough calls to understand the dynamics, develop
their skill at calling, and incorporate it into their routine.
Routines are powerful. However, to get the
most from them, you do need to change them regularly.
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