Saturday Morning Sales

Kevin Latchford


Diet & Exercise - March 5, 2016

It’s not what you may be expecting from this week’s title. I am not here to give you tips on how to lose weight, gain muscle or expand your workout routine. Not at all. This week I am sharing my theme of diet & exercise as it pertains to managing my existing client list.


I have been with my firm for going on 14 years and in that time I’ve worked with hundreds of clients. Going into 2016 I counted 115 active clients that I remain assigned to as the primary contact. Now, realistically, there is no way I can meet with and manage 115 clients. Not a chance. But, I also don’t want to walk away from these clients either. Instead, it is during this time of year, mostly the 1st quarter of the year, where I put myself through a diet & exercise routine with my client list.


Setting the stage you should think about what most health experts define as diet. Of course, there may be foods you should cut, such a tons of candy or ice cream, but moderation is more beneficial than anything when dieting. And, combined with a healthy moderation of foods, you need to exercise, as in working muscles you don’t often do, or trying a new routine.


Diet & exercise in your sales is very similar and I go through this approach every year. First, are there any clients that I should simply cut out, because they are known to be unhealthy? Second, which clients need to be “pulled back some” as in contacted in moderation. It is OK to have a beer every now and then, not a 12 pack at one time. Thus, it is OK to meet with a certain client once in a while, but there is no need to meet once per week. And, what client relationships need to be exercised? Once you’ve determined the diet side, that is moderation with some clients, the fun really kicks in when exercising.


Exercising a client relationship means you are building strength. There are a variety of analogies that you can fit into your own individual client relationship, like shedding fat first and then building muscle, but it means the same in the end. Once you put your client relationship into exercise mode, opportunities to continue with this client tend to abound. You’re building strength between you and them. You are building trust that you can handle their needs. It is no longer painful to deal with any topic with the client because you know the results will come from the time you put into it.


Put together your own diet & exercise plan and watch the results. But, be warned, just as with your health, you must maintain momentum and not fall backward into bad habits. Put down the chocolate, say no to another beer, shed the bad clients, strengthen your relationships with your good clients, and watch your sales career prosper.

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