Sales Success Factors that Matter
What does it take to be successful in sales? Isn't that a difficult question? It's not an easy answer because the list is long. It's one of the great debates in the sales community - WHAT does it take to be successful in sales?
One indication of the debate is a recent question posted on LinkedIn generated nearly 200 responses! The question asked:
What is more important in sales, great selling skills or expertise on the product?
The respondents -- sales managers and sales professionals - were split with their answers. Many couldn't choose one over the other.
Why? Because both ARE important. To be successful more is needed! With our work with thousands of sales professionals over the last 12 years, we have found 5 Success Factors that the top performing sales professionals have. They are:
- Goal Transparency - Goals are written, specific and measurable. They are easily seen and detected by self and others.
- Focused Energy - Personal energy that is exhibited each day. The energy is focused toward proactive and productive activities and is not diffused or scattered.
- Human Connection - the understanding of and ability to connect with others in communication, actions and ideas -- in the way that person prefers or needs.
- Emotional Intelligence - The awareness of and ability to manage one's emotions in a healthy and productive manner. Being able to roll with the ups and downs of sales.
- Expertise -- Skill and knowledge of industry, product, customer, and sales process. More than just having the information, it is knowing the value of what the offer does for your customers and the ability to tie WHAT (features) into the WiifT (benefits to that person.)
Think about the most successful sales professionals, these Factors are part of who they are! Let's review how:
Sometimes their need for achievement and clarity on their goals becomes annoying to others. They are upfront about what they want to accomplish and if you can help them great. If you can't move out of their way!
With this goal transparency, their energy is focused on achieving those goals. It doesn't mean they are tyrants who will run you over (though some might), it means they have an ability to keep the goal in mind and use their time and energy toward achieving the goals.
Successful sales professionals are able to connect with people. Often the most successful I have worked with are the best LISTENERS! If you chatted socially with them, you would never know that they just made a million dollar deal. They are good communicators who focus on matching words, tone and pace with those around them. They build strong relationships with people.
Sales is a tough career. Rejection and success can happen within minutes of each other. The roller coaster that comes with that is not always easy to ride. Yet successful sales pros have strong emotional intelligence. They don't let their emotions override the actions that will get them where they need to be.
Often I hear participants in my sales training courses groan about all the things they should do -- preparation, prospecting, writing follow-up notes, submitting call reports, plugging information into the company database, etc. I explain that top performers don't like those things either! But they do them (or figure out a way to get them done through the right resources. They take action on these non-desirables even if they don't want to because they know those are the things that will help them succeed.
The Success Factor of expertise is knowledge-plus! Knowing what your product or service provides and the value of the WHAT to your prospects and customers takes skill and effort. Studying the ins and outs of every detail, data, and feature of your product and service won't do you any good if you can't relate it to value and solution for a prospect or customer.
Strength in the five Success Factors is what it 'takes' to be successful in sales. The great news is that each of these Factors can be developed! You don't have to be 'born a natural salesperson', you can develop yourself into one.
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