Stop wasting time. Start closing more deals today.
As a B2B sales professional, you know the struggle is real…juggling client meetings, crafting proposals, creating cold e-mails that get a response, researching prospects – the list never ends.
It’s a constant battle to balance customer-facing activities with the mountain of other tasks demanding your attention.
And it’s getting worse, right?
A recent Gong.io survey put hard numbers to the problem: B2B sales reps dedicate a mere 44% of their time to actual customer interactions.
The rest of their time? It vanishes into a mash of non-customer activities.
And here’s the kicker: top performers spending 60% or more of their time with customers consistently crush their quotas. The message is clear: more time with customers equals more sales. So, how can you reclaim more of those precious hours and supercharge your productivity?
Everyone has heard it before… work smarter, not harder. But what does that MEAN, exactly?
Let’s explore five research-backed productivity hacks from Northwestern’s Kellogg School of Management. Tips that offer concrete suggestions about the way you approach your workday.
These strategies aren’t just theoretical; they’re practical tools you can implement today to see immediate results.
Let’s get to it.
Tip 1: Tackle the Hard Stuff First
Got a tough prospect? A tricky negotiation looming? A complex proposal to write?
Don’t put them off. Tackle them first thing in the morning when your energy and focus are at their peak.
Research by Maryam Kouchaki from the Kellogg School shows that embracing challenging tasks head-on can significantly boost your productivity.
It’s tempting to start your day with easier tasks, like checking emails or organizing your CRM. I know, I’ve been there, coffee in hand, thinking that’s the way to knock things off your to-do list.
But prioritizing the hard stuff early on leads to greater efficiency for the entire day.
Added bonus: every cold call you make to a high-value prospect, every objection you handle with grace, and every complex deal you close is an opportunity to refine your sales techniques and build confidence.
The hard stuff makes you better, and doing it early in the day makes you more productive. Double whammy.
Tip 2: Plan Around End-of-Day Fatigue
We all experience energy dips throughout the day.
It’s natural.
So, don’t fight it, plan around it.
Save those less mentally demanding tasks, such as updating your CRM, sending follow-up emails, or doing research, for later in the day when your focus might naturally drift off.
As highlighted in research by Maria Ibanez from Kellogg, by strategically aligning your tasks with your energy levels, you can maintain productivity and avoid rushing through important activities when you’re feeling drained.
My entire adult life, I’ve had an energy dip at 3 pm. I don’t know why, but it’s a fact. I’ve learned to do the simple stuff between 3 and 6. And the really important stuff between 8 and 11 am.
Figure out YOUR fatigue cycle, and plan your activities accordingly.
Tip 3: Do NOT Multitask
Multitasking feels like the ultimate productivity hack, right?
I remember the days when we were told that the top-dog business people and sales professionals juggled 5 things at once.
So I tried to do the same.
But I ended up getting LESS done by the end of the day, and doing a poor job on most of the juggled activities, inevitably dropping one or more of the balls.
And now…valuable research by Nicola Persico and Rob Bray from Kellogg shows it can and does actually hinder your focus and lead to errors.
Think about it – have YOU ever tried juggling multiple client calls or writing a proposal while responding to emails? The result is often a scattered approach and subpar output.
Instead, try focusing on one task at a time and seeing it through to completion before moving on to the next. This laser-focused approach enhances your concentration, reduces mistakes, and ultimately saves you valuable time. Remember, in sales, quality trumps quantity.
Tip 4: Be Careful of Over-Collaboration
Collaboration is essential in sales, but it’s important to strike the right balance.
While seeking input from colleagues and managers is valuable, constantly interrupting your workflow for quick chats or approvals can derail your productivity.
Think about those times you’ve been deep in the zone, crafting the perfect pitch, only to be pulled into an impromptu meeting.
Frustrating, right?
Research by Jan Van Mieghem and Itai Gurvich from Kellogg shows that excessive collaboration can lead to delays and disruptions.
Try to find a balance between independent work and collaboration. Set boundaries, schedule dedicated collaboration time, and don’t be afraid to politely decline interruptions when you need to focus.
Tip 5: Prioritize Effective Communication
Clear and timely communication isn’t just about building relationships; it’s a productivity powerhouse.
Think about it – how much time do you spend chasing down clients for information or clarifying misunderstandings?
By prioritizing effective communication, you can streamline your sales process, reduce back-and-forth, and free up valuable time for other important tasks.
Make it a priority to communicate proactively and regularly with your clients, as emphasized by Rob Bray’s research at Kellogg. Provide them with transparent updates on their deals, answer their questions promptly, and be available when they need you.
But here’s what I’ve learned in my decades of selling experience: keep the convo’s and meetings succinct, to the point, and value-driven. Have a benefit-driven reason for each communication.
Be ruthless with this concept! If every time you communicate with a prospect or client, you provide something they value, they will look forward to every conversation. That means less time wasted on scheduling, convincing them to chat, or following up on whether they’ve read your comments and notes.
This approach not only enhances client satisfaction but also increases the likelihood of repeat business and referrals.
And ultimately leads to a more productive and successful sales career.
Using these five productivity hacks — tackling the hard stuff first, planning around fatigue, avoiding multitasking, being mindful of collaboration costs, and prioritizing effective communication — can significantly impact your sales performance.
They’ve been shown to work in many different business environments, and they will work for you. They certainly worked for ME.
And they’re simple to understand! Just pick one or two to focus on each month, form them into a habit, and then each month incorporate another one. Before you know it, you’ll be a productivity pro.
By working smarter, not harder, you can free up valuable time to focus on what truly matters: building relationships and closing deals.
But here’s the secret weapon: leveraging pre-built sales enablement tools and templates can further amplify your productivity gains. Imagine having a library of expertly crafted cold email templates, persuasive call scripts, and captivating follow-up emails at your fingertips. Think of the time you’d save, the stress you’d eliminate, and the confidence you’d gain.
Consider this: delegating certain tasks to specialized professionals can be a game-changer. Let the experts handle the content creation, the data analysis, and the administrative heavy lifting. This frees you to do what you do best: connect with customers, understand their needs, and provide solutions.
Want to take your sales productivity to the next level? As a seasoned sales enablement copy expert, I can provide you with the tools and resources you need to streamline your workflow and maximize your time with customers. From cold email templates that get responses to ghost-busting follow-up emails that re-engage prospects, I’ve got you covered. Let’s work together to free up your time, so you can focus on building relationships and exceeding your sales goals. Contact me when you’re ready to supercharge your sales productivity. [email protected]
Jeff at b2bworkingwords is a sales enablement copywriter and strategic marketing specialist. He has helped b2b professional sales pros get more sales by helping them create truly effective sales tools. Tools that help them fill their pipelines with prospects.