Sales Management Training: 8 Competencies of Top Sales Professionals

Beginning in the early 1980s, organizations and well-renowned establishments such as the Harvard Business School, The Gallup Organization, the Chally Group, the Xerox Corporation, among others, began studying outstanding salespeople to identify the competencies – also referred to as the vital behaviors – that contribute to their extreme levels of success.

Two of the most surprising discoveries – and these are very important because it doesn't matter what product or service you are selling – are as follows:

1. 39% of a customer's buying decision is based on the salesperson's competence.

2. Only 1% of salespeople utilize all the essential competencies. Furthermore, only 0.3% of actual sales forces and sales teams achieve what is considered to be world class status in the customers' minds.

The vast majority of sales teams and companies will enjoy a tremendous competitive advantage – whether it's a single sales person, a coach or a solopreneur, or a complete sales team – if they make even the slightest improvement in the required competencies.

Essential Sales Competencies

1. I use a partnering approach with my customers.

In all my years of working with people in sales training, every time I have asked the question, "Does anybody like to be sold to?" no one has ever raised their hand and said, "Yes, me." No one likes to be sold to. Instead, you must become a partner with your prospective customer.

2. I am motivated by a compelling personal mission.

People are attracted to the passion we bring and the belief that we have in our products and our services. They may not understand every single process, but they can feel, touch, see and want the passion behind it. When they relate to you not only as a sales person, but a deliverer of those services, they become motivated by your compelling personal mission.

3. I use a listening/probing style with customers.

This is critical. If you're not listening, you're selling and you're pushing. People want what you have, but only as it relates to them and if it can take them where they want to go. This can either be eliminating a source of pain, attaining a source of joy or achieving something of value to them.

4. I adapt my relationship style to various customers.

There are actually four quadrants in our behavior relationships. Each of us has pieces of all quadrants, but we always have a predominant quadrant. Some of us are analytical, some drivers, some amiable, and some are expressive. It is important to understand your behavior style, and to understand your potential customer's style as well.

5. I build trust readily.

You've probably heard this before. We buy from people we know, like, and trust. Trust is especially important.

Think of a situation where you have purchased from, been involved with, or worked with someone you didn't fully trust. It is not a comfortable relationship. Remember we started off by saying we use a partnering approach with our customers and my clients. Trust is a core component of partnering.

6. I express empathy well.

Empathy links to listening skills. In order to be empathetic, you must have the ability to understand what someone is going through. It doesn't mean you judge them. It doesn't mean that you necessarily agree or disagree with them. What it does mean is that you are listening and feeling their emotions to the best of your ability. It is the skill of viewing the world from their emotional perspective and unique set of circumstances.

7. I apply a higher level of thought and strategy in dealing with customers.

Do not simply shove something down somebody's throat. Elevate yourself to a higher level in thought and strategy. This ties into operating with a partnership approach as well as listening and empathizing with your customers.

Your aim is to become not only a sales person, but a consultant, an advisor, a friend. Together you figure out how to work together, and determine the next step to positive action.

8. I hold myself personally accountable for achieving my customers' desired results.

If you are simply selling a product and you really don't care if it brings them their desired results, you will have less passion for what you are doing and you will not build trust with your customers. Hold yourself personally accountable to help that customer or client achieve what it is that they're trying to achieve.

Evaluate these eight core competencies of top achievers and make sure you're applying all of them in your own business to get the results you want and deserve.

Even incremental improvement in these core sales competencies will help you close more sales, build your business and improve your relationships with current and future customers and clients.