Wasting time in sales is one of the biggest mistakes sellers make. Everything depends on how well time is managed, from efficient research to effective discovery meetings.

“But efficiently and effectively allocating your time can be tricky in sales,” explains Jay Fuchs.

“Running into at least a few time-​wasters here and there is par for the course."

This, he reasons, is why sellers must recognize time-​wasters and know how to address them quickly.

Are you wasting time in sales?

SalesFuel research found that 33% of sellers rank effective time management among the top 10 traits essential for sales success. But, as Close reports, poor time management is a key factor behind sales team underperformance.

And sellers may not even realize that they are wasting time on ineffective tasks and strategies. Fuchs discussed this topic with fellow sales leaders and pinpointed common ways sellers waste their time.

One culprit is overpreparing, which may come as a surprise. According to Mgroup’s Ulyana Shnitsar, preparation is vital to sales success, but it must be done efficiently. Otherwise, sellers risk putting too much effort into it.

It can be tempting to spend hours on researching potential leads and their businesses. Or putting together a slide deck for your next pitch. But know when to step back and move on.

As Shnitsar explains, “My approach is to know the issues of the client and have a sharp outline of steps I want to accomplish to solve all the issues.”

Take a look at these time management tips to optimize your preparation, whether it’s for a call or a pitch. This will ensure you’re being more efficient and not overdoing it. And, for presentation planning, here’s a checklist that can streamline your efforts.

Pursuing the “wrong” leads

This is one of the most common causes of wasting time in sales. And it shouldn’t be a surprise. Sales pros like Will Thompson have consistently preached against going after poorly fit leads.

“There is perhaps no worse use of time than pursuing prospects who aren’t going to buy…” he writes.

“…Whether it’s because they’re not qualified, or because they’re not interested.”

Qualifying buyers early on helps you avoid chasing dead-​end leads and lets you focus your energy on the prospects who are ready to buy.

Embracing best practices can prevent wasting valuable time. This includes asking probing, open-​ended questions early in the discovery process. And take a look at the questions you currently ask; they may need a refresh. For Shnitsar, this tactic helped her save time. 

“To make the most out of my time, I have switched to using better qualifying questions,” she explains.

Not nailing the follow up

Following up with prospects is vital to keeping the process moving. And it helps nurture a trusting relationship, positioning you as someone who is reliable and cares.

You may think you don’t need to respond to every email or check-​in after a quick call. But doing so establishes a connection each time. And every touchpoint is an opportunity to strengthen the relationship with prospects.

SalesDuo’s Arjun Narayan emphasizes that sellers waste time in the long run by not prioritizing follow-ups.

“Prioritize establishing robust long-​term relationships with your customers and nurture loyalty and trust,” she suggests.

“Develop a strategic follow-​up approach, engaging promptly and consistently with prospects and current customers."

Also, make sure your follow-​up is efficiently done. Always wrap up every interaction with a clear next step—whether it's scheduling a call or outlining deliverables. It keeps things moving and helps you avoid wasting time stuck in endless back-and-forths.

Wasting time in sales hurts everyone. And while some time wasters are obvious, sellers may not be aware of common activities that monopolize time. For more ways to improve time management, consider this helpful guidance. Also, using digital tools can help; check out these tips.

Photo by Oladimeji Ajegbile