Embrace Sales Discovery Time: Unleashing Potential Beyond the ICP

Salespeople typically spend a significant amount of their time, if not all their time, pursuing an Ideal Customer Profile (ICP) defined by the business, often at the marketing or executive leadership level. While this focused approach is crucial for targeting and efficiency, it can also stifle innovation and limit exploration into new markets, verticals, and customer segments. Introducing a concept like Sales Discovery Time could be the key to unlocking hidden opportunities and fostering a culture of continuous learning and growth.

The Concept of Sales Discovery Time

Imagine dedicating 5-20% of your sales team’s time to researching and pursuing prospective lines of new business that fall outside the perimeter of the prescriptive focus of the business. This practice, known as Sales Discovery Time, allows salespeople to explore new avenues, identify non-obvious opportunities, and potentially uncover significant areas of growth that were previously opaque.

Historical Successes: Inspiration from Innovators

Google’s 20% Project: The founders of Google encouraged an initiative called the "20% Project," where employees could spend up to 20% of their paid work time pursuing interesting projects. This initiative led to the development of groundbreaking products like Google’s advertising platform and Gmail.

3M’s 15% Project: 3M implemented the "15% Project" under the ethos "Innovate or die." This initiative inspired the creation of several successful products, including the iconic Post-It Note.

These examples demonstrate that allowing employees to explore and innovate outside their primary responsibilities can yield extraordinary results. Addressing Concerns: Balancing Discovery with Productivity

It’s reasonable to be concerned that supporting your sales team in allocating a percentage of their time to sales discovery could potentially dent sales productivity. However, the potential rewards could outweigh the risks. Sales professionals are on the front lines and can recognize non-obvious opportunities that might be missed by higher-level strategic planning.

Implementing Sales Discovery Time: A Practical Approach

Start Small: Begin by allowing your sales team to dedicate 5-10% of their time to sales discovery. This manageable commitment minimizes disruption to your core sales activities.

Track Results: Implement a program to track sales that come from these exploratory efforts. Are there unexpected edge-case sales that occur? Document these cases and analyze their impact.

Reward Innovation: Create a rewards system for sales professionals who successfully identify and capitalize on new opportunities. Recognizing and rewarding their efforts encourages continued participation and innovation.

Expand Based on Results: If the initial phase shows promising results, consider expanding the program. Gradually increase the allocated time and resources to support these exploratory activities.

Conclusion

Embracing Sales Discovery Time can transform your sales strategy by fostering a culture of innovation and exploration. While maintaining focus on your ICP is essential, allowing your sales team the freedom to explore new markets and customer segments can uncover hidden opportunities and drive significant growth. Start small, track results, and expand the program based on success. By doing so, you can balance productivity with innovation and position your business for long-term success.