Does reading the FT help you sell more?

This graph shows the actual sales performance for a 15 person sales team and how much each person has read the FT digitally.

  • On the vertical axis is the amount of sales per person
  • On the horizontal axis is a score for how well read that person is. The score measures the Recency, Frequency and Volume of reading the FT digitally (RFV)
  • The size of the bubble indicates how many FT articles this person has read in the last 5 months

For example, Sales Person N has a reading score of 8,000ish, has sold £175k and read 851 articles.

There is a correlation of 0.47 between individual sales performance and reading scores. This means that these two variables change with some “moderate” consistency. A score of 1 would mean the two variables have a strong tendency to change together, while a score of 0 would mean there is no link between them.

You can see something of a pattern. The person who sold least, read nothing, while the person who read most has one of the highest sales.

There is a correlation – that does not necessarily mean that reading the FT helps you sell more, but could be a contributing factor. It may be that selling well means you have more time to read the FT! Or that there is a third factor that influences both sales and reading, e.g. doing lots of research in preparation for a sale. Also, reading the newspaper isn’t captured in this analysis.

This is the type of analysis that we are doing, at no charge, for clients who spend over £100k and who want to assess their commerciality. We are also working with clients to keep their market facing teams alert to information on prospects, then exploring whether there is a higher correlation with sales outcomes.

Please contact us if you would like to find out more or take part in the study.

You might also like

Join our mailing list

Please fill in the form below to receive the latest updates.