In his best-selling book “High Trust Selling,” Todd Duncan says in order to take your business to higher levels of trust and effectiveness, you must first clean up your business. He calls this the Law of the Broom.Most salespeople spend only 25% of their time selling because they spend 75% of their time managing the sales they’ve made. They are reactive instead of proactive. The goal, through the Law of the Broom, is to flip this around so that you’re spending the majority of your time selling as opposed to managing.
When you take the time to clean up your business by establishing systems and procedures to effectively deal with the most common and most productive activities of your day, your business becomes proactive and is able to continually expand. More than that, when your business is cleaned up, your time is freed up to do what you do best. That’s the essence of following the Law of the Broom.
To clean up your business, heed the traffic signals that lead to success. Identify your green-light activities — those that build trust and earn you more money — such as referral follow-ups and new client prospecting. Remove the red-light activities — those that don’t build trust or increase your profits — such as dealing with high-maintenance/low-profit customers.
To be successful you must do more than seek out the green lights and avoid the red lights. You must also heed the yellow lights. Observing a yellow light in your sales career is the equivalent of slowing down long enough to evaluate how well you’re using your time and identifying what is — and what is not — helping your progress.
Todd Duncan is Chief Performance Officer at Prospect Mortgage.