Time Management & Planning

Why Is It Important to Plan? Why Is Time Management Equally Important?

As Warren Buffett once said to Bill Gates:

“You control your time. Sitting and thinking may be a much higher priority. It’s not a proxy of your seriousness that you’ve filled every minute in your schedule.”

What he meant is that individuals are in control of their destiny—particularly in how they allocate their time. He also famously said, “You can’t buy time!” This is a truth that applies to everyone, whether in life or business. Carpe Diem!

The Early Days: Quantity Over Quality

In the early years of my career, I was paid to visit clients, sell products, and repeat. Not too dissimilar from eat, sleep, repeat. But that approach had consequences.

Yes, there were sales, and relationships were built—but there were no pre-arranged appointments. I would simply turn up, hoping that A. N. Other buyer would be readily available to hear my pitch. Some calls lasted five minutes (because the buyer wasn’t available or was too busy), some felt about right, and some dragged on—usually due to interruptions. I could make up to 15 calls in a day. Looking back, it was very much a case of quantity over quality.

A Modern Example of Bad Time Management & Planning

More recently, while on a client visit, a sales representative from another company interrupted our presentation. He barged in, unaware that a prior meeting was taking place. He asked for a contact who had already left the business, offered to leave literature and samples, and was relatively oblivious to the situation—and the skills required to navigate it professionally.

He didn’t realise he was interrupting a pre-arranged meeting. Ironically, we introduced him to the owner—not just a contact, but the key decision-maker. Needless to say, he quickly left after handing over his business card and promising to return.

Later that same day, we saw him again—once sitting in his car and on another occasion walking into a retail outlet, only to turn around and leave. A whole day wasted: his time, his company’s time, and potentially, future opportunities.

Then vs Now: Tools and Tactics

In the late ’80s, the internet was in its infancy. Sales professionals didn’t have PowerPoint, Canva, laptops, or even mobile phones. Linkedin... a figment in an entrepreneurs imagination. Great btw if you want to research prior to meeting a client. Diaries and Filofaxes were essential. Email? Unheard of. Communication was often via handwritten letters. (Coming from a long line of doctors, that option didn’t appeal to me much!)

Now, in 2025, information is readily available and communication can happen instantaneously. This enables strategic planning. For instance, you might analyse data for a specific product category and build a call plan that maximises return—for both you and the customer. You wouldn’t travel two hours—or fly overseas—to pitch something that doesn’t meet the client's needs or align with your KPIs.

Using Time Wisely

One can now be more targeted and measurable, using tools like Teams or Zoom where appropriate. Reverting to the topic of time: a cardinal sin in sales is spending too long at a client’s premises. Once you’ve met your objectives for a pre-planned meeting, it’s logical to politely wrap things up.

The customer may be busy—their time is just as valuable as yours. And by lingering, you risk wasting not only their time but also yours, especially when it could be used to move on to your next productive task.

Reputation and Time Mismanagement

On another occasion, after a sales team member had moved on, I was meeting clients with their replacement. The feedback was honest: “Oh, we loved [so-and-so], but by God, could they talk! We used to hide. They never made an appointment either, which was really annoying!”

That speaks volumes. Poor time habits can damage professional reputations more than you think. Do not "Overpromise and under deliver", rather "Underpromise and over deliver"

Planning With Purpose

When you plan your meetings—including how long they’ll last—you become more focused. The art lies in controlling the meeting without controlling it. You begin to respect both your own time and that of the client. This is often appreciated and reciprocated.

The Coffee Call Exception

There’s one exception to rigid planning in sales: the affectionately known "coffee call." This isn’t a fully pre-planned meeting but rather a quick drop-in that makes sense in the moment. The aim is small: maybe to build rapport or to secure a future appointment.

But don’t abuse this. It’s not a reason to make 15 meaningless drop-ins. That approach won’t grow a successful territory.

Final Thoughts: Time Is Money

Think of it like an escape room—a popular team-building activity these days. You can’t afford to waste time. And it’s no different in sales. Time is money. Time is finite. It should be used wisely.

Some Phrases to Reflect On:

• “Prior planning prevents p*ss poor performance.”* – Unknown

• “Time is more valuable than money.” – Unknown

• “Your future is created by what you do today, not tomorrow.” – Unknown

In Summary

Planning is just as important as time management. Fail to plan, and you plan to fail.

Think about athletes—they plan by training. In sales, you plan by evaluating data, understanding your client, and ensuring all your tools are ready for the meeting. This gives you the best chance to deliver the best meeting possible.

Planning helps unlock the best opportunities first.

"fail to plan, plan to fail"