Survey: Sellers Still Need More Selling Time and Fewer Non-Selling Distractions

On September 14, SPI released a research report entitled “Voice of the Sales Force,” which analyzed the compiled opinions of 565 sales professionals employed in a variety of industries, worldwide – one of the broadest studies of its kind. The survey solicited sellers’ perspectives about what they need to be successful in 2017.


The report’s findings are organized into four parts, each describing a critically important facet of sales performance:

  • Creating demand
  • Winning deals
  • Growing accounts
  • Managing performance

Sellers Want to Reduce Time in Non-Selling Activity

The study provided respondents with a number of potential options for investments that would help them to manage and optimize their sales performance. By far, the top-ranked request selected by sales professionals was for reducing time spent in non-selling activities.

The report states, “Participants in our study were adamant about reducing the time spent on non-selling activities, but there was not a clear consensus on what non-sales activities consume the most time.” Some possible non-sales activities worth evaluating include, sales and administrative systems updates, researching buyers and accounts, travel, and internal meetings.

The report advises readers: “As you begin planning for next year, we recommend conducting a brief time and activity survey to identify specific opportunities for increasing selling time. As you plan for next year, seek how you can remove obstacles that impact productivity.”

In subsequent blog posts, we’ll share more details of key findings of this important research study. In the meantime, you can download a free copy of this research report by clicking here.

If your organization wants to invest intelligently and effectively to improve sales performance, we can help – contact us for a complimentary consultation at +1 (704) 227-6500, or by email to

Tim Sullivan is Director of Business Development with Sales Performance International. He is co-author of The Solution Selling Fieldbook, and more recently, The Collaborative Sale: Solution Selling in a Buyer-Driven World.

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