Master the 12-Week Year to Supercharge Your Sales in 2025

Rob 0:00
All right, welcome everybody. It is 2025,

Rob 0:03
and I thought it might be a good idea to repost an old episode. It pretty much applies every time we start a new year. It also applies about once a quarter. So this would be one I would recommend that you listen to at least four times this year. And the reason being is that you’ll be reminded of the things that you should be doing all along the way.

You know, one of the main things that people do is they forget to not only set goals, but sometimes, when they do set goals, they forget to go review the goals. And using the 12-week year will help you stay on track throughout the year. When you finish, I would love it if you would email me your top three items that you’re going to be working on for this quarter. I’d love to know your progress as you go through the year and each 12-week year.

And as always, you can reach out via our email at Questions@TheSlowPitch.com. Happy New Year everybody, and I hope you have a fantastic and successful year.

Rob 1:02
When do you think that the majority of those sales come in in a 12 month year? Yes, October, November, December? Yeah, sure enough, the year you’re like, Oh, I gotta get this going. I gotta get these done. I gotta, I gotta hit my numbers.

Rob 1:14
Welcome back, everybody to The Slow Pitch Podcast, and there’s lane. How you doing over there? Lane,

Lane 1:35
I’m doing great. Rob. How are you today?

Rob 1:36
I’m doing well. Doing well. Hey, I just realized that it’s already almost halfway through the year. What it’s almost halfway Yeah, almost halfway through the year. We are quickly approaching the end of the first half of the year, and I’m kind of curious, how are you doing with your sales?

Lane 1:55
Just knocking it out of the park, man, knocking it out of the park.

Rob 1:58
You’re a liar.

Rob 1:59
Where are you at for halfway through the year,

Lane 2:03
I’m nowhere where I should be.

Rob 2:05
See and I wonder the same thing of how many other people are out there in the same boat, you know? And why is that that you you’re not where you should be? You think I’ve lost track of time, I guess.

Rob 2:14
Yeah, and that dawned on me, I think this would be a good reason for us to have a conversation. Let’s talk about the. 12-week year… I think one of the things that I realized is I float right on through weeks. I float right on through days. I float right on through a month. And next thing you know, I’m six months into the year, and I’m like, what happened? Where am I and why am I not near my sales? So I thought today might be a good time to talk about the 12-week year.

All right, we let’s talk about the 12-week year. All right? And there’s a book out there. This episode is not going to be a book report on it. I didn’t, you know, just go read it so we could talk about it that way. I read a long time ago. It stuck with me. And here’s the reason why it stuck with me. A couple years ago, it was recommended that I read this book. When I got done with I was like, Whoa, there’s a whole other look at the year that I should be taking in sales. So while the 12-week year talks about goals, goal setting and getting things done and and, you know, being productive with your time, I thought this episode we should talk about how to apply this to sales, because there’s some obvious correlations and connections that we can make with a 12-week year.

Lane 3:16
It sounds like we’re you’re really about to to flip the the one year, five year plan, upside down here.

Rob 3:23
Yeah, we don’t need a one year plan. We need a 12 week plan. That’s what we need, all right. So here we go.

V/O 3:28
You’re listening to The Slow Pitch Podcast, a podcast about selling less and closing more.

Rob 3:35
So he talks about in his books, just from high levels, everybody kind of understands that there’s, like, there’s eight major things that go into high performance, and the eight things are vision, planning, process, control, measurement, time, use, accountability, commitment, greatness in the moment. That’s all well and good, that’s all well.

Rob 3:56
And you know what? You should if you’re going to want to learn more about it, you should read it and understand all those little pieces. What I want to try to do in this episode is kind of break it down into something more related to sales than all of that stuff, because those are all good points, and those are all good elements that you need to put together to make that all work; however. And in another episode, we talked about sales, sales goals, and how to set them, and then how to kind of break them down into daily, weekly goals.

Rob 4:27
And those are all great, but if people don’t do that, if you don’t go and set a goal like that and then break it down, you’re, you’re you’re not doing yourself any good, because you’re not really measuring to a measurement that you can get to where you want to go.

Rob 4:40
But if you start thinking about my year is only 12 weeks long, you start to look at things a little more urgently, because here’s what I see, I say I want to hit X number of dollars in the year. So if I said I want a million dollars in a year, when do you think that the majority of those sales come in

Rob 4:55
In a 12 month year?

Rob 4:57
Yes, October, November, December?

Rob 4:59
Yeah. Sure enough. End of the year, you’re like, Oh, I gotta get this going. I gotta get this done. I gotta, I gotta hit my numbers. And instead, it would be so much easier if end of the first quarter, I’m like, I’m ahead, all right, second quarter, I’m ahead. Third quarter, you know what? If I miss a sale, that’s okay, because I’m ahead there. Oh, now I’m even for the year. Oh, perfect. Okay, I’m not scrambling.

Rob 5:19
Now the last quarter, I can work as hard as I do in any other fourth quarter. Yeah. Now I’ve blown my my sales away. Here’s what I would say, sales people, you people out there, myself included, lazy. You’re lazy. You don’t work any harder than you have to, and there’s nothing wrong with that. There is absolutely nothing wrong with that.

Rob 5:35
But if you don’t have a 12-week year sales goal, and you don’t have a 12-week year, you might wait a little too long before you get to your sales goals, right? So let’s talk about how you would break it into the 12-week year.

Rob 5:45
So going back to the eight elements, very high level, the first thing I would recommend is something called a vision board. And a vision board is pretty easy, and if you’ve never done one of these before, it goes like this, grab a bunch of different magazines that you have that have pictures of places that you want to go, or lifestyle, things of travel or boats or helicopters or big dream things, right?

Rob 6:10
That’s your goal, stuff that you want to do. So where is it you want to go in your life? Get together on a big like a foam board thing, and cut out the photos or images words in magazines, newspapers, any place you can find it. If you Google, searching images, whatever, put it on the board. Paste it on the board so that you have visually in front of you. These are the things that I want in life. These are where I want to go.

Rob 6:33
For example, I said on my board that I wanted to visit Ireland. This was a couple years ago, so I put it on my board at just a picture of Temple Bar area, and it was interesting that I put that on the board, and then in the next year, we had this thing come up where it was like, hmm, here’s an opportunity to go to Ireland. Let’s do that. So I was able to go, but if I hadn’t put it on my board, I probably wouldn’t have thought of it again.

Rob 6:57
So in the moment, while you’re putting all this stuff together, think about what would be kind of cool to do in your lifetime. It doesn’t need to be tomorrow, next year. In 10 years, it could be 20 years away. Fine, whatever you want to do, but whatever it is, cut them out images that represent what you want, put it on the board, and then put that board somewhere where you can see it anytime you want to see it, or where it’s easily accessible, so you can refer to it every once in a while, and kind of keep your kind of keep your eye on the ball, right? That’s what a vision board is for.

Rob 7:26
Now break that down into what is the number attached to that to get to where you want to go on one or two or three of those things, whatever number you want to try to get done in a certain amount of time. So if it’s a year, five years, whatever it is. And now break it down into the month and into the day to the week, whatever you need to do, break those down to a yearly goal or an annual goal.

Rob 7:44
Now, with a 12-week year, you’re going to break it down further into that quarterly number, and you can front load your quarters so you can be further ahead early and make it up as you go if you need to. Or you can make it evenly split along all quarters. Yeah.

Rob 7:59
But either way you do it, you’re working your way towards your goals and where you want to go from that you’re going to break down some very I call it, you know, basically actionable items, items that you can do just by looking at this is my list of things to do today. These are the things that are going to get me to wherever I need to go.

Rob 8:16
So in the case of I wanted to go to Ireland and using the 12-week year, this is what it’s going to take. It’s going to take, take as many 1000s of dollars to get there for a week or two weeks, or whatever I wanted to do, and then we break it down how many calls do I need to make? So every call that I make, I’m now thinking about every call is another step closer to getting Ireland right. And so there’s a little bit more of a purpose for my call and a little bit more of a reason for me to feel like there’s a good reason to do it.

Rob 8:38
Then maybe I’m breaking it down into how many meaningful conversations Am I having? And do you have any idea what a meaningful conversation is, really? Does that? Does that make any sense to you?

Lane 8:46
Like I said, a meaningful conversation would be one that’s that’s getting you closer to that, to that sale, but then you’re getting closer to that? Yes.

Rob 8:54
Yeah, it’s, it’s one more conversation that you’re getting some trust built. They feel comfortable continuing to talk. There’s a reason to continue to talk. You know, it’s not like you’re talking to somebody and they’re like, having a great time talking about sushi. Let’s say, right? That’s a reference to another episode. But you know, you’re sitting there talking about one thing and it has nothing to do with what you do. That’s not a meaningful conversation.

Rob 9:17
But if the conversation kind of goes, Oh, you do that and tell me more what? What what is that gonna cost? How much does that work? Oh, now you’re got some interest. So that’s a worthwhile conversation that goes and transitions to a meeting. Okay? Well, is that a meeting with a purpose? Does that count as my next step? Yes, that’s something else I should be measuring, right?

Rob 9:36
So number of calls would be something I’m measuring. How many conversations that are really meaningful or good. And then another thing you should measure is the number of meanings that you have with with a purpose. And then obviously the outcomes, was it a yes? Was it a no? And I track, I think I’ve shared before. I track nos. I track it. When people tell me no, why do I track that? Do you think?

Lane 9:57
Well, you you want to know your batting averages?

Rob 9:59
Yeah. Exactly you want to know how many people you’ve talked to, how many are going to what percent is going to say no? What percent is going to say yes? From all of that, I know that every day I do these numbers, they’re going to get me to where I need to be by the end of the month. More importantly, at the end of my year, which is only 12 weeks long.

Rob 10:16
There’s a motivation there that there’s a fire there that’s underneath your belly. All of a sudden, when you start to have that problem. You’re like, I’m getting to the end of my 12 weeks, and I’m not I.

Lane 10:25
I feel panic just just thinking about it…

Rob 10:27
Yes, you should well, you’re only weeks away from the end of the half a year, so you should feel, oh, man, yeah. So if I were you, I would think about certain questions that kind of come to my mind, is to help me motivate. So I think about the vision board. Now let me ask you this question lane.

Rob 10:43
So let’s pretend you have a vision board. Let’s pretend you have your goals broken down, and now I’m going to ask you this question, what’s going to happen if you don’t do these goals? What will happen?

Lane 10:55
I’m have to take something off my board. It’s not going to

Rob 10:58
Yeah, or you’re just not going to get it right. You’re not going to get to where you need to go. And so either you have to take it off because you’re never going to get there, you know it, because there’s a deadline to it, or you’re just going to have to work harder, and that’s not a good thing.

Rob 11:11
But wouldn’t you want to know that in the 12 week period than you would, oh, it’s October, and I only have, you know, 12 weeks left, and maybe 10 weeks now. What am I going to do?

Lane 11:23
Yeah, I’d rather be panicking about this in late May, rather than stressing over the holidays that I didn’t hit my goals for the year and I can’t buy Christmas presents for my kids.

Rob 11:35
Yes, and that would be a bad thing. So you’d want to know this earlier, rather than later. And there’s nothing, but no better time than early in the year than towards the end of the year than knowing that, right? Again, that’s the power of the 12-week year.

Rob 11:45
So if I were you out there listening, I would say, all right, create your goals, but I want you to answer the question, write it down underneath or some point next to your vision board. What’s going to happen if you don’t do your goals, your actionable items? What happens? And I don’t mean just one of them. So if you may, you miss one call. Kind of, no big deal. You miss all of them for a day, kind of a big deal, right? So now the next question is, is, what will it cost you in income?

Rob 12:13
Now let’s put it in numbers. If you don’t do your day full of calls, what does that cost you? So if you know that every call you make is one step closer to a deal, and every deal you make is $5,000 how many calls does it take to get to the $5,000 and divide that out?

Rob 12:31
So if it takes you 100 calls to get $5,000 how much is that? That’s all you do is figure that out. So you’ll know that it’s $50 for every time you missed that call, right? Or every time you missed the call, $50 out of your pocket.

Rob 12:44
Now, what if you decide you’re supposed to make 10 calls every day you decide to miss one? What if you just decide listen from now on, every time I miss a call, I have to take a marker. You could take a marble. You could take a box of pencils. You just put them in a pile and take a look at it. Every day there’s a pile of marbles, or you put a little jar there. Every time you gotta put a marble in there, it’s $50 and at the end of the month, kind of how many marbles are left? That’s going to motivate a little bit too right?

Rob 13:12
Start to think about really putting the numbers to the number of things that you’re doing. Another piece. What is it going to do? Your health or your family? How’s it you brought up Christmas, same thing. Now put that down. Write the answer to that question. What’s going to do to your health? Or what’s it going to do your family by not doing these actionable life.

Rob 13:28
Now let’s flip it. What happens if you do do these things? Then what happens? Well, I get to go on my trip. I get to do this, whatever that is, write those down, and what will you do when you achieve your goal? I think this is really an important one. Obviously, if you hit your goal number wise, what are you going to do to reward yourself? And oh yeah, the obvious answer is, I’m going to go do what I had on my vision board. Yeah, that’s obvious, but there are steps along the way.

Rob 13:52
So if you hit your 12 week goal, your 12-week year goal, yeah, you should have a little reward for that, because that’s Job well done, and you should celebrate that.

Lane 13:59
Yeah, maybe the boss will let you go out for beers.

Rob 14:01
Maybe that would be nice, wouldn’t it? So the next piece is, is, why is this important, and why is any of this important? Like, why is this so important that you get this trip done, or, Why is this so important that you do X, Y, Z, whatever’s on your vision board, attach all those things together, and that’s going to make a huge difference in how you approach your 12-week year, because you start to have purpose behind it. You have a goal, and you know what you need to do to get there. That’s the power of the 12-week year.

Rob 14:27
Actions make things happen that make you get results. And those that are stuck, when people are stuck where they’re like, I don’t know what to do. The first thing you should do is do something. You’ll feel better. I don’t care if it’s the wrong thing. Do something that’s related to get you to your goal.

Rob 14:45
Instead of making phone calls, you decide I’m going to go door to door for a little bit just to see if I can meet some people. Fine. It doesn’t matter. Do something, because if you get some results, great. But by doing it, you’re going to start to get feeling better. You’re going to have a better approach to things. Your mind gets better than just sitting around worrying about everything.

Rob 15:02
Okay, plan your work. Break it into the days, and then work your plan. That’s really what it’s all about, right, right?

Rob 15:10
This is The Slow Pitch Podcast.

Lane 15:14
I guess a trip to to Walgreens or CVS is in the is in the is in the books. I gotta get, I got to go get my board and get my vision board up. And I’ve only got only a few weeks left of this in this quarter.

Rob 15:29
Yeah, you know. And the other thing is, is it’s one of those things. It doesn’t matter where you are in the year. So if you’re listening to this, and it’s fourth quarter right now, that’s okay, now’s the time doesn’t matter. Just get started.

Lane 15:39
Just get started.

Rob 15:40
Yeah, yeah, get started. So if you’re panicked out there and you feel like, holy crap, I’m almost to the end of the year, or I’m almost the end of my 12-week year, that’s okay start now, because there’s another better time than starting right now, and until next time, we’ll see you.

Lane 15:53
Bye, Rob.

V/O 15:56
Thank you for listening to The Slow Pitch. Do you have a question about sales? Call or text your question at (608) 70-SLOW that’s (608) 708-7569. Or you can email them to Questions@TheSlowPitch.com. Slow Down and Close More.