Beyond the Basics: How to Level Up Your Sales Team Performance
I’m going to trust you understand the basic competencies your sales team must master. And, if you’re like most sales leaders we work with, you’re still a bit frustrated. Because what differentiates a good sales team from a great one is more subtle.
You’re a human-centered sales leader focused on getting breakthrough results and building great relationships. You know the subtle nuances that make all the difference.
So how do you nurture these same competencies in your sales team?
In this article, I share six competencies to develop in your sales team to create deeper relationships, accelerate performance, and build lasting results.
- Know when to walk away
- Ask great questions
- Show up with confident humility
- Build genuine connection
- Stay patient
- Give generously
Why Your Sales Team’s Competencies Matter
My realtor looked at me in bewilderment as I explained why I couldn’t buy that “perfectly good” house in the neighborhood with the great schools, close to the University of Maryland where I was teaching in their MBA program, BWI airport, our church, and our gym.
“I love the house. It’s a great community. But I just can’t trust that builder.
If they hire someone LIKE HER as their sales manager, I question who’s running the place. How can they allow her to act so cocky?
How can we be sure their project managers or contractors will be any less self-centered?
I’m sorry, I know you like it, but can we just keep looking a little more?”
We settled on a similar house a mile down the road. They probably thought it was the fireplace options. Nope. It was “Sarah.”
6 Competencies Your Sales Team Must Master
Great selling never feels like it.
That’s why so many companies are moving away from traditional sales roles and teaching their teams to be “consultants,” “strategic partners,” and “solutions architects.” So important, IF you’re actually training your sales teams to sell differently.
I know you know the sales competency basics. Here are a few differentiators to look for and develop in your sales team.
1. Know When To Walk Away
Kenny Rodgers was right, at least on this note.
Your team will do more harm by selling the wrong fit. Train your team to understand the value proposition behind: “I’m not sure this is the best solution for you right now, may I recommend…(insert competitor name here).”
Trust me, I do this all the time in my own business. It’s painful to lose a potential client. But if someone is coming to just “check a box” we’re not the right partner. AND we’re upfront with that. And are happy to recommend other options.
After many years, we know this approach builds loyalty and referrals. Never sell anyone anything that isn’t just right.
Your customers must know that your team has their best interests at heart. They have to be sure you care more about their mission and the greater good than your numbers.
2. Ask Great Questions
Your team can’t make great recommendations if they don’t get the scene. Train them to ask strategic, open-ended questions and truly listen to the response.
One of the biggest mistakes I see here is a “checklist” of strategic questions. Where the sales person runs down a “discovery” list… without really listening and moving on to the next really important question.
Teach your team to ask great questions. LISTEN and KNOW the most important next question to ask
3. Show Up With Confident Humility
Your customers want to know you have a great solution to their problems.
Start with a great product that your team can be proud of. Then work hard to get your team past their own agendas, listening well to offer real solutions that meet the need. If it’s EVER more about the sales guy than the customer, you’re sunk. You can’t fake confident humility.
4. Build Genuine Connection
People don’t do business with businesses, they do business with human beings.
Encourage your team to slow down and learn about the people they’re working with. Then stay connected by remaining interested. “How did your daughter do in that game?” “How was your trip?” “Is your wife feeling any better?”
5. Stay Patient
Yes, I know that most B2B sales take at least seven touch-points before the decision-maker takes action. Of course, your best salespeople stay hungry. But no one wants to be rushed into a decision. Customers appreciate being given the space to make the right decision.
6. Give Generously
Almost every day I get asked, “If you keep giving away all this free content why would anyone ever hire you?”
Sure there are companies that will take your free ______ (trial, consulting, white paper) and run. But those aren’t the clients you want to work within the long run. Teach your sales team to give generously and add value above all else. It might take some time, but your company will be top of mind when they (and others they know) are ready.
In an era where almost anything can be bought with one click, if your customer wants to talk to a human, be sure they’re a good one.
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