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The Center for Sales Strategy Blog

Why You Don’t Always Want More Sales


Salespeople are hired to sell. So the more sales they make, the more successful they must be. Right? The more they sell, the bigger their lists, the better they’re doing. Or maybe that’s not always right. Making a lot of sales does not guarantee success. Making a lot of good sales is what it takes to succeed in the long-term.

Veterans know that all sales are not created equal. Quality is often better than quantity. Some sales gallop freely ahead like a fine racehorse, and some leave a mess to clean up like ponies in a parade.

Let’s look at what makes a good sale: 

A “good sale”:

  • Has the dollar potential to become a Key Account.
  • Is a great return-on-investment for the client.
  • Is efficient for your company to service and deliver.
  • Has the opportunity to leverage referrals and testimonials.
  • Has high potential for future sales.

Notice that the items on this list cover a lot of territory. 

  • Dollar Potential is good for the salesperson.
  • Return-on-Investment is good for the client.
  • Efficiency to service the account is good for your support staff.
  • Referrals and testimonials are good for marketing.
  • And high potential for renewal is good for everybody.

If you’re a salesperson, look for the good sales to build your month, your quarter, your year, and your career. And if you’re a sales manager, coach your people to do more than just close the sale.

If you want a great list of things to look for in a “good sale” you can start with our Ideal Customer Profile worksheet: six criteria to evaluate which clients and prospects are worth your time and have the best chance of resulting in a good sale.

Do you know what your best prospects look like?

Topics: sales strategy Sales