Building a sales team from scratch is a long and difficult challenge. I personally believe that the profession of a salesman is one of the most difficult roles in the company. In no other position does one have to face negative answers so often.
“I’m not interested”, “Your product is not for us”, “Please contact me next year”, “I’ve decided on a product of the competition”
In order to acquire a new customer, a salesman must first hear the “No” several times. Only after some time will he finally get the final “Yes”. The best sales teams achieve about 25%—30% conversions of “Lead(SQL)—to—Deal”, which means that one in four potential customers make a positive purchase decision.
What makes some of us excel in this role? What features make it easy for one person to be a successful salesman and what are the factors that rule out such a job for others?
I don’t think there is one ready-made pattern that guarantees success. Each of us is different, and although we have many things in common, some of the traits have a stronger impact on what kind of people we are.
In my early career in sales I have had the opportunity to work with dozens of sales teams, from those that have two representatives to those with thirty. This is what I believe in.
Innate qualities
There are things you can learn. Professional experience is invaluable. Training makes the master. However, the best salespeople are simply born with certain predispositions for this profession.
1. Emotional intelligence
Emotional intelligence is the basic feature I look for in salespeople. For me it means the ability to feel, build the right atmosphere, awareness of communication both verbal and non-verbal. Emotional intelligence is also the ability to create a common vision, to listen and to infer.
However, let’s look closely at what emotional intelligence really is. When and how do these qualities appear while working in sales? In which elements of the sales process are they critical?
Take non-verbal communication. According to Professor Mehrabian’s study, what you say matters only in 7% in relation to how you speak (tone of voice)—25% and how you convey the message (behaviour, gestures, facial expressions, posture)—68%. Regardless of the interpretation of this study, it has a considerable impact on sales. A salesman aware of his abilities is able to perfectly control the phone conversation and to ease the tension during the meeting. When he sees a customer with his hands on and his voice withdrawn, he understands that it is a matter of uncertainty, lack of trust. With this information, a good salesman will gradually dispel all the customer’s doubts, improve relations and calm him down before steering the conversation into the negotiations.
2. Listening skills
The sales process is about understanding the needs of the other party. In my opinion, there is no hidden technique or method . The difficulty is, however, that what the client tells us, his true objections, thoughts, emotions and uncertainties—all this is deeply hidden beneath what you hear.
The key here is the ability to feel and listen. A customer who complains about the price of a product does not need a discount. Such a customer does not yet properly understand the value, so the price seems inadequate or has completely different objections, but the issue of price is convenient for him. A good salesman is able to find true objections and dispel them.
Selling is about building relationships. A salesman who can build the right atmosphere during the first meeting quickly gains the customer’s sympathy and trust. This is the key to sales.
The last innate feature is intelligence itself. Without the ability to draw conclusions, quick and efficient thinking, a salesman wouldn’t be able to collect arguments, build a common vision with the customer and dispense professional advice.
3. Honesty
This may seem very mundane, but whether a salesman has good intentions has a direct impact on customers. That is why it is so important. Many people have the wrong idea of the perfect salesman. Namely, of a talkative, self-confident type “who will sell ice to Inuit people”. However, in the B2B industry, sales are based on relationships. A good salesman naturally tries to solve a customer problem. Good intentions are more important than sales techniques.
Acquired qualities
4. Communicativeness
Yeah, that feature can be acquired. Communicativeness is closely related to our character, but it can be developed. It is important not to confuse communicativeness with being talkative. A good salesman can talk nicely. He builds sentences that are simple, yet sensible. He speaks fluently and modulates his voice accordingly. He is an open person and is not afraid of making first contact. Meetings at a wider table do not stress him, he is just himself, he easily builds relationships, he does it honestly not out of necessity. He likes to talk and quip jokes, he is also a good listener. He is able not only to talk to the customer about the product, but he also builds a warm atmosphere.
5. Goal orientation
The best salesmen like challenges. And this is not only about achieving the most difficult goals set in the company. The best salespeople fulfill themselves professionally when they acquire a difficult customer, build a new relationship, reach a specific company. They enjoy the process and the work itself, all the while appreciating every small result. A good salesman knows that if he does his job, the commission will also come accordingly. However, it’s all about the sense of victory, completing a difficult challenge, achieving the goal.
The best salespeople come to us with difficult cases themselves. Together we analyze what they can do to achieve success with the customer. This gives them pleasure and motivation to continue working.
6. Systematicity
Systematicity is one of the most important features a salesman must have. Working in sales requires a lot of self-discipline, orderliness, reliability. A good salesman is one who can plan his work, his agenda is filled with meetings and phone calls. In the CRM system all processes are up to date, complete with information, subsequent actions are planned, and the funnel looks like a funnel. 🙂
7. Passion for sport
The common feature of good salespeople is their passion for sport, active lifestyle, adrenaline. This is a very important trait in this profession and it has a great justification. People who studied sport sciences, who practice sport or have a strong passion for the outdoors, know that nothing comes without effort. Talent is one thing, but fitness requires constant and solid work. What’s more, every sport involves competition. Someone who meets such rivalry in everyday life, who likes it, will feel comfortable in the sales department. Monthly goals, KPI, healthy struggle towards a certain result within a team, all these elements have a motivating effect on such a person. Sport is also about stress relief, so a lot of tension can be vented.
Building a sales team takes time. Rotation in sales structures is not a bad thing. It is natural that sometimes it takes time to verify the potential of a salesman. Personally, I believe that the work of a sales manager should be focused on developing the best, not strengthening the weakest. In the following article I will try to describe how to build a sales team in order not to lose the best members.
As InStream Group, we generate B2B leads by Linkedin automation and Cold mailing campaigns. Are you curious what we can do for you? Please contact biuro@instreamgroup.com.
