Planting Seeds, or, I Want To Make Sure My Turtle Is Still Living
September 1, 2005

Most kids have certain habits they develop while they are growing up. Many of these habits, thankfully, go away as the kids turn into adults. One of my youthful habits was my insecurity about my pet turtles. I needed to check on them every five minutes or so to be sure they were still alive.

Now, fast forward about fifteen years. During my training as an outside sales representative, my Sales Manager used to tell me to "plant seeds" every day. Having grown up in a suburban environment, I had no idea what he was talking about.

The two lessons in these practical life experiences really do relate to sales. You are probably wondering how.

First, let me address my turtle habit. I realize that it is unhealthy to be preoccupied with a pet turtle's health, much the same as it may be unhealthy to be overly concerned about one's own well being. However, put into perspective, think about the benefits of having a salesperson who cares so much about her customer that she will not rest until confident that a promise made has been fulfilled.

I am not suggesting that a salesperson needs to be in the face of each person who gets involved in servicing her customer. People need to be confident that each person is doing his job effectively. However, wouldn't it be great if every salesperson in the company cared so much about her customer's experience that she couldn't feel settled unless she knew that the promised service was done, on time, as promised?

Second, let me address my seed metaphor. Did you ever plant seeds in a home garden? Ideally, healthy seeds are planted at the right time of year, under the best conditions possible, and according to directions. At first, after the seeds are covered, you can never be sure that anything really is going to happen. Then, after a few days or weeks, some rain and sun, the seeds suddenly emerge as young plants. Assuming that the neighborhood dog doesn't relieve himself on the garden plot, or if the baseball doesn't find its way into the garden too often, a bountiful harvest will occur.

My sales manager wisely advised that I "plant seeds" every day. Seed planting took form in making an extra sales call on the way home from a long day in the territory. It took form in asking for referrals. It took form in networking at local functions, reading local business journals, speaking with suppliers about potential prospects, asking questions at sales meetings, researching directories at the library or on-line, or leaving a brochure or business card on the desk of another potential contact at a current customer.

Like the seeds planted in the garden, not all prospects will turn into customers. In fact, there may be prospects we may not want to become customers. However, by calling on at least one extra contact or prospect a day, a salesperson can "plant seeds" with over 200 new potential customers or buying influences a year.

In conclusion, if you are a manager, consider the benefits of hiring and retaining salespeople who internalize the need to make sure your customers experience what your company promises. Also, hold on tightly to those salespeople who possess the innate desire to constantly grow and expand their contacts and business for themselves and your company.

If you are a salesperson, and have these attributes, there is no doubt in my mind that you are already successful. If you are a salesperson who does not have these attributes, get into another line of work. The turtle and the seed stories helped me understand within myself attributes I needed to foster and develop in order to be successful. I hope that you find these attributes present in you!