Sales Mindset 101
In the first of this series of articles we looked at the way in which the strategy of selling now requires a combination of modern and traditional sales techniques. In this article we explore this mix of techniques further, and examine the characteristics of a successful salesperson with a strong sales mindset.
Is it only about selling with noble purpose for sales professionals?
Lisa Earle Mcleod wrote her book “Selling with Noble Purpose: How to Drive Revenue and Do Work That Makes You Proud” after researching a biotech company’s six-month study of its sales force. The company’s study found that those salespeople that sold with a sense of purpose sold best. The real power sales were made by those that had what the company termed a ‘noble purpose’ – they wanted to make a real difference to their clients and were not focused solely on profit.
But how does this translate into the characteristics of a successful sales mindset?
Customers buy the solution to a problem not the product in the sales process
When someone buys a hammer, they don’t necessarily want the hammer; rather, they need a nail in a wall. They have a wall, a picture, and a nail. The problem they have is getting the nail in the wall: the hammer is the solution to that problem.
Customers buy from someone they like and trust
Having established that people buy a solution to their problem, the next step is to understand that, no matter the solution, people buy from people. A person will deal with someone they like and trust. If this doesn’t exist, the sale will fall through no matter how good the product.
The 10 characteristics of successful salespeople
A customer moves through three phases of attachment during the sales process.
First, he or she makes a rapid assessment of the salesperson’s character. They must conclude that they both like and trust the salesperson before they will listen further. At this point, they will listen to the salesperson’s solution to the problem.
Without the personality traits that create like and trust, a salesperson will never reach full potential. However, the salesperson must also have the character that leads them to succeed as a good salesperson.
Here are seven characteristics that we have identified as key to success:
1. Disciplined
A successful salesperson maintains his or her discipline at every stage. Cold calls are made diligently, leads are comprehensively qualified, and sales meetings are followed up. When they promise to do something, they follow through.
2. Charismatic
Captivating conversation starts with product and service knowledge, but continues with an easy and engaging manner. Difficult concepts are explained in simple language, and the salesperson is able to listen and ask questions, answer inquiries and concerns.
3. Motivation
Salespersons must be motivated to succeed. They should have belief in the product, the company’s values, and, most importantly, the motivation to ensure that the customer’s needs are satisfied – and that includes ongoing needs (which lead to upselling opportunities).
4. Lazily energetic!
The best salespeople are rarely ever the busiest. They economize their time, rather than using busy scheules as a status symbol. They have well-honed skills to ensure that their cold call success is high (we will look at cold calling in a few weeks) and they are potent closers. In other words, they look for simple but comprehensive solutions.
5. Accept responsibility
The salesperson must accept responsibility for the sale. Ideally, they should not seek excuses for a poor sale or deflect positive feedback from a success. This acceptance of responsibility creates tremendous power to find selling solutions. Salespeople who take responsibility build trust with customers.
6. Resilience
Even the very best salespeople face rejection, and learn that it is part of the job. However, while resilient to rejection, the best salespeople can ask themselves why they were rejected without feeling judgement, understanding that overcoming these setbacks is crucial for achieving sales targets. With the responsibility for rejection identified, the salesperson can take action to learn and improve.
7. Emotional Intelligence
Salespeople who have strong emotional intelligence have highly developed skills to identify and manage both their own emotions and those of others. They understand how to recognise what customers feel, how they are likely to react, and are able to communicate effectively and with empathy. These qualities, along with strong communication skills, help to build the trust that is necessary for high performance sales.
8. Effective Communication
Effective communication is a cornerstone of success for any sales professional. It’s not just about talking; it’s about conveying complex information in a clear and concise manner, actively listening to customers, and adapting your communication style to suit different personalities and needs. Good salespeople understand that communication is a two-way street. They ask open-ended questions to gather valuable information, clarify customer needs, and provide tailored solutions. By mastering the art of effective communication, sales professionals build trust, establish rapport, and significantly increase their chances of closing deals. In a competitive sales environment, the ability to communicate effectively can set you apart from the rest.
9. Empathy and Understanding
Empathy and understanding are essential qualities that distinguish the most successful salespeople from the rest. These sales professionals put themselves in their customers’ shoes, acknowledging their pain points, concerns, and goals. By doing so, they build strong relationships, establish trust, and create a sense of mutual understanding. Empathetic sales reps ask insightful questions, listen actively, and provide personalized solutions that address specific customer needs. They demonstrate a genuine interest in their customers’ businesses, industries, and challenges, which helps to establish a deeper connection and foster long-term relationships. In the end, empathy is not just about being nice; it’s about understanding your customer so well that you can anticipate their needs and exceed their expectations.
10. Continuous Learning and Improvement
In the ever-evolving world of sales, continuous learning and improvement are vital for staying ahead. The sales landscape is constantly changing, with new technologies, trends, and best practices emerging regularly. Top salespeople recognize the importance of staying up-to-date with industry developments, competitor activity, and customer needs. They invest time and effort in ongoing training, attending workshops, conferences, and webinars to enhance their skills and knowledge. By embracing a culture of continuous learning, sales professionals stay ahead of the curve, refine their sales strategies, and consistently deliver exceptional results. In a dynamic sales environment, the commitment to continuous improvement is what separates the good from the great.
Summing up
Customers need to feel confident not only about the product but also the salesperson. Sales managers face the challenge of improving efficiency while managing remote teams and hiring processes.
Salespeople who think less about the money and more about the customer are those that have the greatest sales numbers. Great salespeople possess a passion for their products and connect with customers through storytelling and active listening.
The characteristics of a successful sales rep that we’ve highlighted above will provide a path to high-performance sales. They will propel your organisation to increased revenues, higher margins, and greater profitability, contributing to overall sales success.
A successful sales team is built through collaboration and shared support among team members.
At Primeast, we work with sales teams and salespeople to increase their emotional intelligence and improve the characteristics that smooth the path to exponentially increasing sales. Contact Primeast today to discover how our Integrity Selling Course will propel your sales team to the next level.
