---
title: The Myth of Time
description: The myth here is that people can actually carve out a niche of time and get the same result.
image: https://www.liftenablement.com/hs-fs/file-361475146-jpeg/blog-files/stopwatch.jpeg
---

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# The Myth of Time

[ Doug Davidoff ](https://www.liftenablement.com/blog/author/doug-davidoff)  Jan 31, 2011 8:39:00 AM

![](https://www.liftenablement.com/hs-fs/file-361475146-jpeg/blog-files/stopwatch.jpeg?width=192&height=177&name=stopwatch.jpeg "Time")

I could go on.  These are all examples of a critical error people make when they consider sales efforts.  They look at the (direct) time associated to selling, determine that it is not a full *time* effort, and so, they under-allocate resources to sales.

The problem is that the only barrier being measured is *time*.  Ignored are the barriers of *attention* (often called *bandwidth*) and *disruption*.  Selling may not always be a full *time* activity, but it is almost always a full *bandwidth* one.

The myth here is that people can actually carve out a niche of time and get the same result.  We think that a full time job is 40 hours/week, so if we spend 10 hours/week we should technically be able to get the same results in one month that a full time person can get in a week.

The myth would work if the effort it took to sell successfully were predictable and consistent.  The problem is that selling is neither.

The myth of carving out time, and expecting sales success fails for three reasons:

I understand the temptation to split time to focus on sales (especially as we enter [The Great Recovery](http://imagine.wufoo.com/forms/sucessfully-growing-in-a-recovery-ebook/)).  But, please (PLEASE, PLEASE, PLEASE) be cautious when doing so.  As yourself two questions before jumping into it:

[Performance](https://www.liftenablement.com/blog/topic/performance), [B2B Sales Strategy](https://www.liftenablement.com/blog/topic/b2b-sales-strategy)

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