The future of our sales success rests in our sales pipeline. It is imperative that we continually fill our sales pipeline. The steady flow of sales results along our sales pipeline is crucial. We do not want these results to trickle down or eventually stop.

The most important discipline in sales is maintaining the flow within the sales pipeline. Keep in mind, the sales process flows in and the sales results flow out. What transpires in the middle of the sales pipeline depends on our daily discipline.

How do we ensure a constant flow into the sales pipeline? There are many adequate answers however; I would prefer a more suitable question?

Are you seeking quantity or quality prospects to fill your sales pipeline? Far too often we are stalled in quantity and disregard the need for quality flow into the sales pipeline. When quantity out weighs quality, we waste precious time and we contract poor results and potentially no results.

Within a strategic sales point of view, it is best to focus on filling the sales pipeline with quality and reap the benefits emitted at the end of the sales pipeline. What goes in does come out!

The following question is preferable: How do we ensure a constant flow of high quality leads in the sales pipeline?

We need to do more homework with respect to the sales pipeline. Strategically, the best path to follow is to determine the origin of your existing business. Look down your sales pipeline for beneficial past results. Establish how the results were formulated and where along the sales pipeline did these results come to fruition.

The word result requires clarification. What type of results are you looking for?
What criterion defines your best customers? Is the dollar value of the sale, volume, margin, ongoing relationship or loyalty, etc. significant? What criteria would generate the profile of your best customers? What type of prospects do you want in your sales pipeline?

The instant you settle on the criterion and profile of your best customers, visit your data base and identify your best customers. You will probably realize that 80% of your revenue comes from the 20% you identified.

They are your quality customers and the ones you want to populate your sales pipeline! I refer to them as “A” or Absolute customers because they are absolutely necessary for any business to survive. March the “A” customers increasingly into your sales pipeline.

Subsequently map these profiles in the market place. Where will your find “A” type prospects to fill your sales pipeline? Take the most direct path in search of quality and envision your sales pipeline brimming with absolute customers.

Your time is limited. You need a sales strategy in order to fill your sales pipeline with quality prospects. You also need a strategy that generates the best results in the shortest time possible. I refer to this as R.O.T.I. (Return On Time Invested). Do not waste your precious time simply filling your sales pipeline; maximize your time by filling your pipe line principally with quality prospects.

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