At the core of any high-performance sale team are its members. While sales leaders exert tremendous influence on the sales team, the individual team member will produce success (or not). For this discussion, we focus on the competencies of the individual sales team member.
Have you read any job postings for sales talent lately? They are filled with requirements for “x-number of years experience in my industry,” “verbal and writing skills,” your old company’s customer list (aka “must have a list” of industry players – unethical and not a skill set), “willingness to travel,” education requirements plus several additional, non-relevant to high-performance sales success, criteria. No wonder sales leaders have difficulty filling their ranks with high-performance sales talent. If your job postings ask for mediocrity, you will get mediocre results.
There is a better way. We live in Economy 2.0. The world has changed, and the role of the salesperson has changed. The science, research, and practical applications are in the marketplace. If you are responsible for building and leading a high-performance sales team, educate yourself and endeavor to put the best team in the most competitive field possible. If you ignore the environment around you, you may want to recalibrate your expectation because your competition, who understands and utilizes Economy 2.0 strategies and tactics, will dominate you.
So what does separate the high-performance salesperson from the average salesperson? In their study Sales Superstars: Defining Competencies Needed for Sales Performance, Dr. Darlene Russ, Dr. Edward Del Gaizo Jeannie Moulton, and Ruth Pangilinan looked at two areas (1) to identify changes in the trends in approaches to selling and (2) the competencies needed by successful salespeople. Their studies were conducted across a wide variety of industries (heavy manufacturing, high-tech manufacturing, financial services, health, and social services, business services, retail and distribution, transportation and utilities, government, and education) and with large (+10,000 employees) and small (<100 employees) companies. The trends showed that technology, the web, and the emergence of selling and buying teams represented significant changes. To this, we would add information parity and the emerging knowledgeable customer. As for competencies required for top sales performance, they broke the data into five sales roles with 16 competencies.
Sales Role 1: Long-term Ally
This role concerns the “interpersonal aspects of selling and conveying a sense of shared purpose.” In this role, high-performance salespeople make the human connection and work with their clients and prospective clients to find opportunities and highlight the importance of that connection.
Underpinning this role are three competencies.
High performances sales people…
- Develop client relationships
- Keep open communications
- Become customer advocates
The study’s authors warn that…” salespeople should not think that customers are suckers for back slapping flattery and free tickets..” and we agree. This is not the insightful and judgment-proficient high-performance salesperson of Economy 2.0
Sales Role 2: Business Consultant
Knowledgeable, focused, and accurate with their products and services and their clients or prospective clients’ markets and business goals.
There are six competencies associated with this role.
High-performance salespeople…
- Build creditable reputations
- Build a solid knowledge base
- Stay current with customer’s markets and business objectives
- Develop the right solution
- Present and propose effectively
- Close the sale
Sales Role 3: Strategic Orchestrator
Russ, Del Gaizo, Moulton, and Pangilinan say it best, “this role is all about creating connections between and within the selling and buying organizations to expedite a sale, encourage the exchange of information, and make it easy for the customer to deal with the selling organization.”
There are two competencies found in this role.
High-performance salespeople…
- Orchestrate resources to win accounts
- Manage the sales (as opposed to the buying) process
Sales Role 4: Consistent Cultivar
This is a “make or break” role. With long-term customer relationship expectations and the competitive pressures of today’s marketplace, high-performance sales professionals must be able to manage the totality of their responsibility.
There are two competencies found in this role.
High-performance salespeople…
- Manage their time and territories
- Maintain and expand their existing accounts
“Watch-outs” in this role include (1) taking on work (for example, RFP invites) that you are not best suited for because you think you need the work or (2) waiting for customers to call you.
Sales Role 5 Focused Optimist
High-performance sales professionals create a positive atmosphere” that makes selling activities enjoyable for both buyers and sellers.”
There are three competencies associated with this role.
High-performance salespeople…
- Are motivated to succeed
- Meet their commitments
- Get and keep their customer’s attention.
There is an enormous amount of information available on sales performance. However, the methodology to obtain meaningful and sustainable change is not easy. You will not find the answers in “tips and tricks” manuals, blogs, or coaches. So clean up your job postings for your high-performance sales team members. Educate yourself, research the science, and seek practical experience to help you interpret the science as you begin building your own high-performance sales team.
When you think about sales effectiveness at your organization, does it seem like you are close but just missing those unique elements that give you that competitive edge? Looking for a way to understand how your buyer thinks, decides, and reveals information? At The Nova Consulting Group, we believe that professional selling is a craft. With the Advanced Sales Conversation©, you have those missing elements that move your salespeople from competency to mastery. With our deep understanding of what makes and sustains high-performance organizations, we provide integrated solutions that do not replace your sales methodology and yet advance a progressive selling mindset. Be bolder, more insightful, and get results. To learn more about how to master the craft of sales and encourage sustainable high performance, call (617) 933-7249 or email info@novaconsultinggrp.com.
