Sales slumps are a tough but inevitable part of the profession, but they don’t last forever. Matt Easton, founder of Easton University, joins us on the latest episode of The Small Business Show to share his advice on how to climb out of a sales slump and set the stage for long-term success. From setting bigger goals to embracing daily action plans, Easton’s insights offer a roadmap for overcoming setbacks and staying motivated in the face of adversity.
As sales slumps are a universal experience in the sales world, they are often accompanied by feelings of self-doubt and worry. In today’s discussion, Easton examines these challenges, recalling the emotional toll slumps take on confidence and morale. He also acknowledges that everyone, including sales professionals, experiences moments of doubt, which can lead to worries about job security and the future.
Key Strategy 1: Effort-Driven Expectations
Easton’s philosophy revolves around setting effort-driven expectations instead of focusing on outcomes. He uses a simple strategy to keep himself on track: “I’m going to make 100 dials. I won’t go home until I’ve made those calls, or if three deals close, I’ll allow myself to go home.” By setting his goal based on the number of calls, rather than the deals he expects to close, he focuses on the process, not the results.
This approach helps eliminate feelings of frustration or defeat when sales aren’t immediate. Additionally, instead of dwelling on the business’s unpredictable factors (like a hurricane or interest rates), Easton knows he can control his effort—and that effort will eventually lead to results.
Key Strategy 2: Breaking Free from Slumps
Salespeople often face slumps, which can be discouraging. However, Easton encourages shifting the focus away from external factors and instead focusing on effort. “When you’re in a slump and you set effort-driven expectations,” he says, “you will go to bed knowing you accomplished everything you wanted to.”
This mindset allows for greater peace of mind. It’s not about stressing over every sale but trusting that consistent effort will pay off. By taking control of what can be controlled, Easton believes salespeople can navigate through tough times with less anxiety and more confidence.
Key Strategy 3: Replacing Anxiety with Confidence
The power of focusing on effort is that it replaces anxiety with confidence. When salespeople focus solely on closing deals, it can lead to frustration when things don’t go as planned. But by committing to making a set number of calls, the pressure to close each deal diminishes, and the focus shifts to what can be controlled—their daily activities.
Easton emphasizes that this strategy isn’t just about hitting numbers; it’s about building a mental framework for success. As he puts it, “You can control your effort, and when you’re in a slump, you will find that you’ll sleep really well because you accomplished everything you set out to do.”
Nevertheless, Easton’s advice is clear: trust the process. Salespeople who focus on their effort rather than the outcome are more likely to find success, even in difficult circumstances. By adopting an effort-driven approach, Easton believes salespeople will be able to weather slumps and set themselves up for long-term success.
"But here's the thing, I don’t want people to just go up for a short time and burn through relationships. I want them to have a nice steady climb, like a plane taking off.” - Matt Easton
