Surprisingly, when we interview high performing salespeople and ask them what makes them effective, they often cannot tell us. It’s like interviewing naturally gifted athletes and asking what makes them a great football or basketball player. They simply practice the right skills and behaviors and execute flawlessly on the field. Similarly, many top performing sales professionals do the right things intuitively, because they seem like the natural things to do in their role.

However, when we observe the behavior of sales professionals, we can see distinct differences between those who perform at high levels consistently and those who perform at relatively moderate-to-low levels. Fortunately, these skills and behaviors can be learned, providing a model of performance improvement and success for any salesperson.

From our observations in working with over 1.5 million sales professionals all over the world, we see trends in common practices used by most sellers, which are preventing them from performing at higher levels of productivity. These limiting practices and habits include:

  1. Not being agile – pursuing all sales opportunities in the same way.
  2. Not developing a personal brand – lacking situational fluency.
  3. Talking instead of listening.
  4. Selling products, not solutions.
  5. Selling price, not value.
  6. Selling to the wrong people – not getting access to people with power and/or influence.
  7. Lacking discipline based on standards of excellence.

Seller agility

In our book, The Collaborative Sale1, Keith Eades and I described the concept of seller agility: ‘There is not a single “best or only” sales persona that always produces the highest results. Instead, the most effective selling [behavior] matches each specific customer situation and aligns with the buyer’s current state.’ The best salespeople know this intuitively, adjusting their behavior and tactics to align with their buyer’s journey.

When top performing sellers interact with a prospective buyer, they first attempt to answer this critical question: where is this buyer in their journey towards a purchase decision? Selling to an early-stage buyer is different from selling to a late-stage buyer, and sellers need to adjust their selling strategy and tactics to match the buyer’s journey.

Recent research reveals that top performing salespeople employ multiple sales methods that align with different buyer situations2. They are agile in adapting to different types of buyers. Sellers who treat every sales opportunity the same way often find themselves in misalignment with buyers, resulting in a much lower success rate.

Pozostałe 67% artykułu dostępne jest dla zalogowanych użytkowników serwisu.

Jeśli posiadasz aktywną prenumeratę przejdź do LOGOWANIA. Jeśli nie jesteś jeszcze naszym Czytelnikiem wybierz najkorzystniejszy WARIANT PRENUMERATY.

Zaloguj Zamów prenumeratę
Ulubione Drukuj

Zobacz również

Get the client to open the offer

SELL_12_36.jpeg

“Please send an offer by email” is one of the worst sentences a salesperson can hear. For many, it means one thing - the end of the conversation and a missed opportunity. But is that really the case? And what should be done to ensure that the client actually opens the offer and, above all, wants to read it? Discover the most common mistakes, avoid them, and learn how to use an emailed offer to your advantage.

Czytaj więcej

Success in negotiations? Don’t start without BATNA

SELL_12_28.jpeg

When we’re preparing for negotiations and we feel that the client has the upper hand, we often find ourselves considering how much we’re willing to concede. However, this is the wrong approach, and it may end badly for us. Instead of analysing what we are and aren’t willing to give up, it’s worth first thinking about the consequences of not reaching an agreement. Searching for the possible alternatives to a lack of agreement and choosing the best option as a point of reference to the result of the negotiations is an important factor in their success. This is called BATNA, or ‘best alternative to negotiated agreement’.

Czytaj więcej
Tylko on-line nr 12/2020

How do we collect information on clients before we contact them?

Today's client expects a knowledge-based conversation. However, the topic of the conversation has changed. Knowing your product only gets you in the door. What really matters is how well you understand the client's world and what you know about the challenges and opportunities they face. With this knowledge, it will be easier to initiate contact with a new client and to conduct a partner-to-partner conversation about more than just the price.

Czytaj więcej

Przejdź do

Partnerzy

Reklama