In the past, I came across a prominent benefits-management firm that executed a survey involving 365 CEOs and sales management leaders, asking them, “What are the three primary elements that distinguish top-performing sales representatives from those with average or below-average performance?”
Both the CEOs and C-suite sales leaders (individuals who don’t engage in selling themselves but depend on their sales teams for compensation) identified self-discipline/motivation as the top factor.
Next on the list were customer understanding, natural talent/personality, and product familiarity. Experience and teamwork skills appeared further down the hierarchy. This is entirely misguided.
These attributes reflect corporate greed rather than genuine value, service, or assistance—the essential elements customers seek in order to invest in your business and foster loyalty.
If you’re curious about the fundamental traits that characterize a high-achieving salesperson, here’s a realistic compilation of the necessary attributes for success:
Consistent, unwavering positive demeanor and enthusiasm
This is the foundational principle for confronting customers, navigating challenges, facing competition, managing economic fluctuations, and addressing your own limitations.
Conviction that the customer will benefit
An unshakeable faith in your company, your product, and yourself are the initial three components. However, the most crucial belief is that the customer will benefit from making a purchase with you.
Application of creativity
Utilize creativity to showcase ideas that favor the customer and distinguish yourself from competitors.
Capability to deliver and demonstrate value
Demonstrate the value of your product or service, alongside your ability to provide value to the potential customer beyond the transaction, ensuring you secure the sale, the repeat business, and customer loyalty.
Proficiency in promotion and positioning
Your engagement with the internet to establish blogs, create e-zines, leverage social media, and achieve high rankings in Google results helps customers view you as a value provider and an authority in your domain.
Engaging and persuasive presentation abilities
You need to cultivate not only effective communication skills but also exceptional questioning abilities, listening skills, a sense of humor, and the natural talent to captivate customers’ imaginations (and their wallets).
Capability to substantiate your value and claims through endorsements from others
Testimonials can close sales where salespeople may struggle. The most effective salespeople utilize video testimonials to back up their statements. However, you don’t simply receive testimonials; you earn them, just as you earn referrals.
Ability to create an environment where customers are eager to buy (since they dislike feeling sold to)
This is achieved through engagement and inquiry rather than mere presentation and declaration. Help your customers feel as though you are collaborating with them to uncover the best product options, instead of just telling them your suggestions.
Capacity to foster relationships rather than merely hunt or gather
I can’t help but wonder if the executives discussing what makes an exceptional salesperson are the same individuals who separate their sales staff into hunters and farmers. Exceptional salespeople are relationship-builders who deliver value and support their clients in achieving success. They uphold steadfast personal values and ethics. It is intriguing that those 365 executives do not regard these traits as top priorities.
Intrinsic drive to excel and reach their fullest potential
This trait is sought after in all sales representatives, yet the top performers have honed the previous ten elements. The crucial point is that all ten must be perfected for this quality to truly shine.
There are no awards in sales for those who come in second. It’s a matter of winning or losing. The true experts understand this and actively pursue—indeed, fight for—that competitive advantage.
