Skip to main content

Is Sales More Like Hunting or Fishing?

When you implement a customer relationship management system (CRM) for sales force automation, you must analyze your sales process in order to understand the steps that should be automated, and all the business processes that come into play during the sales cycle.



Salespeople use many analogies that are used to describe sales, but the most common are hunting and fishing.  Hunting is the most common way of thinking about sales.  Your sales prospects are targets, and you spend your time tracking them down and finding out how you can reach them.  Sales tactics are a bit like hunting weapons, and you track statistics on how many of your quarry you bag and how many get away.

You can find sales books that explain sales as hunting, and how to use 'trust as your weapon."  Large sales are called "elephants" or "whales" and small sales are "deer" or "rabbits."  In the sales as hunting world, salespeople wander the earth to find prey and stalk them as long as necessary.

Fishing (specifically angling, or fishing with a line and a hook rather than a net) is another useful analogy to understand sales processes.  In most fishing, you cannot see the fish, so you rely on your judgment of the likelihood of fish where you are casting your line, and the quality of bait.

Marketing is the bait for sales.  The quality of your offering (product or service) is crucial for sales. You must have faith in the bait or lures that you use and present them with confidence to be successful.

CRM does a great job of keeping score of sales wins and losses.  It also shows which offerings are most successful, and often helps you identify successful marketing techniques.

What analogies do you use to describe your sales process?  How can these inform your CRM implementation?  If you see your sales force as hunters, how can tracking sales activities improve performance?  Can CRM reports help you understand the tactics of individual salespeople?

Don't assume that your CRM reflects your sales philosophy out of the box.  You can tailor it so that it reinforces the processes that you want to promote.






Popular posts from this blog

The DATA Act Driving Grant Management Automation

The Digital Accountability and Transparency Act enacted in May 2014 calls for making spending data available in open, standardized formats to be published online.  It is a continuation of transparency initiatives and lessons learned with experiences such as grants.gov, the 2009 economic stimulus under the Recovery Act and the spending site USASpending.gov.

Government grantees will have significant new administrative responsibilities.  Many organizations that were tracking grants in spreadsheets or documents will have to adopt more sophisticated automated grant management systems such as Microsoft Grants Manager to keep up with reporting rules.

For profit companies will lose some privacy as a result of this law.  Grant recipients will be required to disclose information including officer salaries.

Continued improvements to publishing grant opportunities such as grants.gov may make it easier to find grants. These reforms together are designed to improve the effectiveness of grant prog…

Key Concepts for Microsoft Dynamics 365: Entities and Attributes

To understand Microsoft Dynamics 365 (formerly Dynamics CRM and Dynamics 365 Customer Engagement), you need to learn some new terms and concepts that may be a bit different from what you know from databases and solutions that are hosted on premises. This is the second post in a series, and covers entities and attributes.

Entities are the most fundamental part of Dynamics 365 in terms of storing your business data.  They are similar in concept to database tables, and the relate to one another like tables in a relational database. For instance, Dynamics 365 has an entity called Contacts that stores data such as name, address, and email address of people that you track.   Accounts is a related entity that describes the organizations to which Contacts may belong.

Although they are similar to database tables, Dynamics entities allow you to do some customizations that are not possible in a standard database table.  Field labels, for instance, are part of an entity, and they may differ from …

Dynamics 365 for Auditing Activities

Many government and commercial organizations are responsible for conducting audits of financial and other performance in order to ensure compliance with regulations.

Microsoft Dynamics 365 offers a rich platform for automating auditing activities.  Here are some of the key functions that Dynamics 365 and Office 365 can perform for auditors:


Schedule visits. The Field Service app for Dynamics 365 includes a dispatcher console, and a module to assign auditors and schedule their visits or inspections.  It can also track other resources such as equipment which is used for field audits. Manage documents.  Dynamics 365 is integrated with SharePoint and also Azure Blob Storage.  This means that files may be associated with audit records, and searched using Microsoft search technologies which index full text and metadata. Generate notifications. Alerts via email or other communication channels (such as text messages) may be generated with Dynamics 365 automated workflows.  The messages are bas…