Measuring Twice, Cutting Once

We live in a very fast-paced world - and there is another article altogether on the subject of our illusion of speed and busy-ness! I'll just mention here that if you're someone who sees messages on a work group at 11 o'clock at night and posts a message that doesn't add anything, ask yourself whether you are communicating with purpose, or just showing you're still connected and awake!

Anyway. I digress.

This fast-paced world can lead to us rushing to get things done. We have all hailed the leaders who like to "get s### done" and, as a principle, it's a great one. Procrastination and planning for planning's sake can lead quickly to a paralysed organisation, and large groups of people staring at their own navels. So, being decisive isn't intrinsically wrong.

However, let's take a moment, and consider the lessons we can learn from the field of carpentry, and for fun, let's be specific - this is for all of you sales and commercially focused people out there. Just as in woodworking where careful planning and precise measurements ensure a perfect fit, in sales, thorough preparation and thoughtful strategy are crucial for success.

Simply doing what used to be called "banging the phones" (which sounds pretty violent, and destructive for company property) is the same thing as taking a saw, looking at a piece of wood and saying: "I bet, without measuring or marking the wood whatsoever, I can cut a perfectly straight line. I bet I can achieve exactly what I want just by sawing, straight away." I may not be the handiest of people, but that sounds like a recipe for a wonky piece of wood, and a potential trip to the Emergency Room.

"Measuring twice" in sales involves meticulous research and a real understanding of your prospect's needs, challenges, and buying motivations. All of the good Miller Heimann guidance - which might seem overly rigorous - just means taking the time to gather comprehensive information about their industry, competitors, and current pain points. This preparation allows you to tailor your pitch and solutions precisely to their requirements, increasing the chances of a successful outcome. Essentially - you're just drawing the mark on the wood.

Once you've gathered all necessary information and insights, it's time to "cut once" – meaning to execute your sales strategy decisively and effectively. This phase involves presenting your solutions confidently, addressing objections proactively, and demonstrating how your product or service meets their specific needs. By being well-prepared, you not only build credibility and trust with your prospect but also streamline the sales process, reducing the likelihood of missteps or misunderstandings.

To finish - I know, taking the moment to plan and prepare can be a frustrating additional piece of time. But without it, you're wildly swinging a sharp instrument towards a slab of timber - and your success is purely down to random chance.