What is the difference between a salesperson and a brilliant salesperson?
Written by Sue on November 23, 2009 – 12:03 pm
Thank you to everyone who took part in our in-depth sales excellence survey earlier this year – your help has been invaluable.
We thought the survey findings made interesting reading - we have identified 3 core areas which make the difference between a salesperson and a brilliant salesperson.
- The first key area is around beliefs – brilliant salespeople hold very positive beliefs about themselves, they believe in their product or service, and they believe they have very positive relationships with their customers. Interestingly, 91% believed that they and the customer have an equal footing in the commercial relationship, rather than seeing the customer as holding the power and the leverage. And 64% believed that attitude in selling was more important than skill – hence anyone can be a brilliant salesperson if they can achieve the right attitude and beliefs.
- The second key area is trust – brilliant salespeople have told us that trust has 3 elements – competency (ie. ability or skill), integrity (honest, sound, moral) and benevolence (trying to do good).
- The final key area is effect – the consequences of our actions. We cannot control everything in a sales situation (such as the economic situation, financial restrictions placed on the buyer, or past history with your business) but we can control the effect we produce in two areas: the relationships we build, and how we are perceived by decision-makers. In building relationships, 92% of our respondees try to educate the customer and add real value. Questioning is seen as a key skill, and objections are not ‘handled’ but rather seen as an opportunity to seek further understanding of requirements and motivation.In the sales situation, 70% of our respondents follow a distinctive and recognised sales process. They know the value of preparation – of client research, case studies, questions, agenda and objectives, and of visualising a successful outcome. 68% undertake a reflective exercise, and debrief, either through making notes, sending a summary of key actions, or planning the next steps.
Do you agree with our findings, or do you have another view? We would love to hear you comments!
If you would like to receive an Executive Summary and find out more about our survey results, please email sue@brilliant-selling.com
May I ask how you identified that these 3 core areas differentiated high performers from average performers? For example, did you ask a whole bunch of salespeople for their views on what, in their opinion, differentiate high performers from the rest? Or, did you collate the opinions of proven high performers and compare and contrast these with the opinions of ‘average’ performers?
Hi Jeffrey - thanks for your question. Over 200 highly successful, UK-bases salespeople completed our questionnaire, asking them about their beliefs, values, habits and experiences in selling. The answers they gave us illustrated that these are the key areas of difference. (Our definition of highly successful salespeople included: a minimum of 5 years experience in selling, recognised by at least one organisation as being successful, an average income over the last 3 years of over £50k, direct involvement in the sale process during 2009). Hope that helps, Sue
I agree with all 3. I can add one more self-confidence -belief in themselves.
Survey is very useful. I belive in attitude and realtionship, true to customers matters lot
My opinion
Normal Sales person try to sell his product to any company and so on.
Brillient Sales person sells solution to the right company. builds realtionship.Stragize ahead competition and provide value added services to clients.
Small example
Mr.Mark has a started business -selling slippers in one of the african country.he hired two sales person to sell his slippers they are Yo and Anwin. they have been assigned territotries.
One fine day Yo went to a near village to sell the slipper. She came bare handed saying that no one has the habbit of wearing slipper so there is no opportunity to sell our product over there
The very next day anwin went to same village and returned with bare handed and said no one using slipper so I educate them the importance of the slipper and I sold all the slipper there
Moral of the story is that normal sales person just want sell the product where there is need for the product. practically speaking buyer buys the product not the normal sales guy sells the product
Where as brilliant sales person identifies the opportunity by position the right product and gives solutions to the clients. simply he/she creates the opportunity
Regards
C Venkatesh
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