A salesperson with a consistent, repeatable process is more valuable than one who relies solely on charm. A system can be diagnosed and improved for predictable results, whereas a relationship-only approach is difficult to analyze when it fails.
Instead of tracking everything, find the one key activity that disproportionately impacts results. For Jeb Blount's team, that metric is qualified 'first-time appointments.' Focusing on improving this single lead measure has a cascading positive effect on the entire sales funnel.
The mechanics of a sales process are the framework for systematically building trust and familiarity. This process-driven approach neutralizes a buyer's perceived alternatives by making them feel good about doing business with you, effectively engineering the relationship over time.
Treat your sales funnel like a manufacturing line. First, establish a working process. Then, like applying Six Sigma, systematically identify and remove variables (e.g., poor messaging) to reduce variance and achieve a predictable, high-quality output of closed deals over time.