“If you keep doin’ what you’re doin’… you’ll keep gettin’ what you’re gettin’.”
That’s one of my favorite business (and life) philosophies. It’s the southern version of, “The definition of insanity is to keep doing the same things over and over and expecting the results to change period.” And the thing is… it’s true.
Let me ask you this… did you (and/or your firm) hit your revenue goal in 2025? Statistics being what they are… you likely fell short. It happens. So, what are you going to do about it in 2026? Or better yet… what are you going to do differently in 2026 to ensure that you reach your goals?
Does your sales plan (if you don’t have one, this is the first different thing to work on) look a lot like last year’s plan? If so, it’s time to start thinking about a different way of selling. Here are just a few ideas to help get you thinking:
- Conferences not providing much ROI? Then, determine a new way to network (different approaches, new elevator pitch, etc.); Look into other conferences (consider industry vertical events, not just research ones); Develop a better follow-up process for the people you do meet.
- Social selling on LinkedIn not bearing much fruit? First, stop selling! LinkedIn is a channel for building relationships and credibility (the selling will come later); Update/enhance your profile (especially your ‘description’ and header image); Create and share helpful/beneficial content (not salesy stuff)… use it to build awareness and your reputation.
- Gated content not delivering a lot of leads? First, make sure the topics of the content you’re creating are relevant to your target audience (Not sure? Ask a few clients before your publish.); Make sure you’re promoting the content aggressively… you might write the greatest white paper of all time, but if no one knows about it, it has no value; Change your follow-up process for the leads you do get… don’t immediately ask for a meeting, but share additional resources to enhance your credibility before asking for a meeting.
- Cold calling not working? First… stop it! Cold calling is the least productive outreach you can employ; Instead, if cold outreach is your thing, you’ll have better luck via e-mail or LinkedIn; Most importantly, review your messaging – if it’s all about you, it will fail… it needs to be all about the potential buyer and their needs, problems and challenges.
- Client churn an issue? (It likely is, but often it’s masked by new client acquisition.) First, make client retention (not new client acquisition) your #1 strategic priority… get your house in order before worrying about new clients; Ensure year-round touch points… the key is to stay in touch between projects; Get to know your clients on a personal level… people do business with people they like.
The Bottom Line
It’s easy for me to sit here and suggest some different ideas for a new way to sell. But you’re still the one that has to go do it. And if you do, one of the keys to success is measurement. Pay attention to and track the results of what you’re currently doing and what you’re going to try… make sure your different tactics really are delivering better outcomes. [I have a pretty strong suspicion they will!]
Good luck and good selling.