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During a meeting we recently hosted, we discussed the concerns and opportunities of 2023 in business. Like most business leaders, when talking about the success of the business, the conversation moves toward sales. Like many businesses, these businesses have been having great success over the past few years, and the concern is the success was coming to them not necessarily in a proactive way but more in a reactive way.

So, what exactly do we mean by proactive selling? It’s all about taking the initiative and being proactive in your sales behaviors. Instead of waiting for customers to come to you, you actively reach out to them, whether it’s through phone calls, emails, or face-to-face meetings.

Proactive sales behavior is like taking the reins of your business and driving it toward success. We have no control over certain factors like the economy or how our competitors behave. However, one thing we can control is taking a proactive approach to our sales behaviors.

Proactive selling strengthens customer relationships by actively engaging, understanding needs, and providing tailored solutions. It establishes trust and loyalty, focusing on problem-solving and helping customers achieve their goals.

So, I asked these recent leaders the question that I have asked many times over the years when talking to sales leaders and salespeople:

How many sales did you generate through proactive outbound calls versus reactive inbound calls in the past week or month?

The key to winning in business in 2023: Proactive sales behaviors.

Three key behaviors and activities that ensure we are being proactive:

1. Get back in the office.
2. Understand your business.
3. Track the progress of the relationship to “moneyship.”

Get Back in the Office

Set appointments with prospective clients and get face-to-face whenever possible. Be proactive in managing your pipeline and seek clients you can truly serve. Be bold, persistent, and determine the number of appointments based on your desired success. Remember, success in sales comes from serving and helping clients. Revenue is the reward for being proactive and making a difference.

Understand Their Business

Understand the greatness of prospective customers before promoting your own company. Focus on selling to decision makers who shape our clients’ businesses and their value to customers. Don’t limit sales efforts to back-end departments. By better understanding clients, we can provide more value and have a greater impact through increased sales and service.

Track Progress of the Relationship to “Moneyship”

In the past, we referred to it as a sales funnel — like pouring oil or water through a narrow passage. It starts with a wide list of prospects and gradually narrows down to appointments, demos, pending sales, and finally, new clients. It’s important to track this process to stay focused on helping clients. Each week, aim to move prospects closer to the next stage of the funnel. If the funnel gets clogged, it’s often due to our own mistakes or omissions.

Final Thought

In 2023, the difference between those organizations that thrive — no matter the economy, competition, government or any other non-controllable obstacle — will be proactive selling vs. reactive selling. As leaders we must continue to push our salespeople, not to just make the call, but push them to learn, train, practice, and constantly improve. And just like in sports (and life for that matter), it is the leader’s job to proactively coach, teach and develop. Being proactive is a commitment. Commit to a winning team.

MANA welcomes your comments on this article. Write to us at [email protected].