Quality vs Quantity: Finding the Right Balance in Sales
Getting the balance right between how much research you should do prior to any sales outreach versus how much activity needs to be done to reach enough people can be a tricky challenge. It is a constant dance between preparation and action, and getting it right can dramatically improve both your efficiency and your results.
Lessons from Experience
If you had asked us 10 years ago, we would probably have said, “Just hit the numbers, and the results will come.” But today, with individuals expecting personalised communication and with closer alignment of marketing and sales, doing a bit of research before outreach is critical. Quality interactions now often outperform sheer quantity.
How Much Research Is Enough?
Information gathering doesn’t need to take up your entire day. A reasonable approach is approximately five minutes per contact initially. Here’s a hot tip: log this information in your CRM so you can refer to it next time you speak with the person. The goal is to make each conversation feel thoughtful, relevant, and personalised without losing momentum.
What Counts as Research?
According to the Australian Government’s Australian Research Council, research is: “The creation of new knowledge and/or the use of existing knowledge in a new and creative way so as to generate new concepts, methodologies, inventions and understandings.”
In practical sales terms, this means that before picking up the phone, you should know:
CRM Review: Check any past correspondence with the contact or company. This gives you a snapshot and flags any positive or negative interactions that may shape your conversation.
LinkedIn Research: Look up the contact and company on LinkedIn. Know the person’s position, interests, mutual connections, and location. A hot tip: calling someone in Perth from the East Coast at 7am might not be ideal!
Company Website: Keep the website open during your call. Understand what they do, who their customers are, and how your solution could add value. Check the “About Us” page to confirm stakeholder names, titles, emails, and get a feel for the company culture.
Takeaway
The key is to balance quality research with enough outreach activity to generate opportunities. You’re looking to qualify for fit to your ideal customer and establish interest levels. Doing even a small amount of preparation ensures that every call is more relevant, more personal, and more likely to succeed.
Need support streamlining your sales process? At BDM by the Hour, our outsourced Sales Representation, Sales Management, and Sales Mentoring services help you optimise your research, increase outreach efficiency, and improve results. Get in touch to see how we can help you work smarter and sell better.
