Are You Wasting Your Selling Time

Published on October 25, 2023 by Sawyer Middeleer

Are You Wasting Your Selling Time

In the dog-eat-dog world of sales, time is not just a precious commodity; it's the currency we trade on. Your sales teams, your strategies, and your outcomes are all anchored to the ticking hands of the clock. But, as with any investment, the key lies not just in spending but in spending wisely, and therein lies a critical inquiry for anyone in the business of sales: Are you wasting your selling time?

Having worked closely with numerous sales teams, dissected a range of sales processes, and witnessed a variety of strategies in play, I've realized that the question is not whether time-wasting in sales occurs—it's where, how much, and what can be done about it. Let's delve into the common time-sinks in the sales process and how you can steer clear of them to ensure your selling time is spent yielding the best return on investment.

The Perils of Poorly Managed Selling Time

First, let's acknowledge the obvious: not all sales pursuits are created equal. In the relentless pursuit of leads and deals, it's easy to overlook the fact that some potential clients are simply more aligned with your offering than others. Chasing every lead with equal fervor can be likened to fishing in a bathtub; you're putting in the effort, but the payoff is practically nonexistent.

Then, there's the seductive siren call of administrative tasks. While they certainly hold importance, their sly encroachment on prime selling time can mean that your salesforce is spending peak hours updating databases, scheduling calls, or other necessary, but not directly revenue-generating, activities. The result? A pricey opportunity cost as higher-value tasks are relegated to a lower priority.

Another frequent culprit is inadequate or excessive planning. Sales plans and strategies are undoubted bedrocks of successful selling, yet there is a delicate balance to be maintained. Over-analyzing every move can result in analysis paralysis, and under-preparing can lead to disjointed effort with minimal yields. Both extremes contribute substantially to selling time wastage.

Diagnosing the Time-Wasting Ailments

To pinpoint where selling time is drained, a thorough diagnosis is necessary. Key areas to consider include:

Lead Qualification: Sales reps often squander time pursuing unqualified leads that bear no fruit. Implementing a robust qualifying process ensures efforts are focused on leads with real conversion potential.

Task Automation: Assess the degree to which repetitive tasks can be automated. Tools and technologies abound that can de-clutter the sales pipeline, allowing sales professionals to dedicate more time to closing deals rather than menial tasks.

Knowledge and Training: An ill-informed sales team is an inefficient one. Continual training and access to knowledge tools can shave valuable minutes off every client interaction, cumulatively saving vast swaths of time.

Sales Process Streamlining: Evaluate your sales process for redundancy and blockages. When was the last deep dive into your sales cycle's workflow to remove redundant steps or streamline the process for efficiency?

Strategies for Maximizing Selling Time

With the time-wasting traps laid bare, the focus shifts to solutions. Here’s what forward-thinking sales leaders are doing to ensure their teams sell more by wasting less:

Invest in a CRM System: A versatile CRM tool is your frontline soldier in the battle against time wastage. From lead tracking to deal forecasting, the right CRM can automate, inform, and streamline, making it an indispensable asset.

Sharpen the Lead Qualification Axe: Sales teams should only swing at the leads that count. Integrating robust qualification criteria, like BANT (Budget, Authority, Need, and Timeframe), allows reps to target their efforts where it truly matters.

Structure Your Day Around Peak Selling Times: Blocking off peak hours for selling activities ensures that your team is prospecting, presenting, and closing when clients are most receptive. This could mean relegating administrative tasks to the start or end of the day when client engagement is typically lower.

Automate and Outsource Non-Sales Tasks: Identify tasks that don't inherently require a sales representative's touch and either automate them with software solutions or outsource them. For example, scheduling tools like Calendly can completely bypass the back-and-forth emails to arrange meetings, saving precious minutes with every interaction.

Leverage Sales Enablement Tools: Sales enablement platforms foster a culture of efficiency. By providing reps with a centralized location for content, tools, and sharing best practices, they reduce the time spent searching for information and materials.

Continuous Training and Development: With the right know-how, reps can shorten sales cycles and increase win rates. This means investing in regular training sessions focusing on product knowledge, market understanding, and effective sales techniques.

Make Data-Driven Decisions: Harness the power of data analytics to make informed decisions faster. By leveraging insights from past wins and losses, your team can replicate successful methods and discard ineffective tactics.

The Role of AI in Safeguarding Selling Time

In our drive for efficient sales practices, artificial intelligence is proving to be an invaluable ally. Platforms like Aomni leverage AI to deliver real-time account research, actionable competitive insights, and personalized sales content, melted down into a form that can be grasped in a quarter of an hour, without a speck of effort from your team.

AI-driven tools gracefully carry the burden of time-intensive research and administrative workload, leaving your sales professionals with what they do best—selling.


In conclusion, if you find yourself or your sales team struggling with the specter of wasted selling time, it's not cause for despair but a call to action. By recognizing the common pitfalls and strategically employing improvements, you can transform selling time into a potent catalyst for growth. Never forget this simple equation: optimized selling time equals maximized sales success.

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