Today, customers are offered numerous ways and means to obtain information and look for multiple options in the complex and fiercely competitive markets.
Traditional practices of yesteryear are no longer effective to manage the evolving consumer behaviour patterns. They are becoming more demanding on pricing and customer service. Hence, the burdens of the salesman have increased tremendously. They must also reckon with ever-developing digital tools and confront customers who are more informed and knowledgeable.
American inventor and businessman Thomas Edison said, “Our greatest weakness lies in giving up. The most certain way to succeed is always to try just one more time.” This adage is known in the selling profession as ‘ego-drive’ or the salesman’s sheer courage to relentlessly pursue leads even with many rejections, without losing enthusiasm. Most often, this exceptional trait differentiates a top performer from an average salesman.
In any sales-driven organisation, identifying top sales performers is a crucial process. High-performing sales professionals are not only the lifeblood of a company but also role models who drive team morale and set benchmarks for success.
Despite this fact, top performers play the most pivotal role and not only make the highest contribution to the organisation but also help in market penetration, customer satisfaction, and the company’s good image.
Pivotal role
Top sales performers play a pivotal role in an organisation’s success. They not only drive revenue but also contribute to market penetration, customer satisfaction, and the company’s reputation. They look at customers differently, more creatively, and analytically to offer better solutions. They have the capacity to make the best out of a mediocre situation by making resourceful decisions.
There are several attributes beyond the numbers to recognise a top performer. A sales job requires many traits, but among them, at the top is the consistency of achieving targets. High performers consistently meet or exceed sales targets, often surpassing expectations despite any type of market challenge.
Salesmen naturally are friendly and supportive in their interactions with customers. However, exceptional achievers excel in building trust with their customers, thus encouraging repeat business. Also, they adapt themselves to constant changes with ease in the markets they operate in by accurately reading customer needs and competitive shifts.
Top salespeople invariably are self-motivated and possess an inherent drive to pursue a target. Most often they surpass expected goals with the least amount of supervision. They approach challenges productively and creatively, finding solutions that meet client needs while benefiting the organisation. In this digital age, they utilise data and insights to refine their efforts in making formal decisions.
The most successful sales professionals approach each sale as a personal engagement rather than simply a job-related task. They focus on building genuine, long-lasting relationships with their customers, dedicating quality time to meaningful interactions. They also master the art of storytelling, using compelling narratives to connect with customers on a deeper level.
Lasting impact
By sharing relevant, dramatic, and personal stories, they engage customers in conversations that align with their interests and concerns. Rather than merely persuading customers to buy a product or service, exceptional salespeople prioritise offering thoughtful and practical solutions that address the customer’s needs, ensuring a positive and lasting impact.
The most effective performers always know how to add value to their sales presentations at the most appropriate time. They come up with innovative information about the product, the prospect himself, or the prospects’ personal interests. They know how and when to use the data obtained from the initial customer and research and apply this new piece of information effectively.
Keeping a close tab on the competition is something every good sales performer does. They often know their competition as thoroughly as their own products. This is another salient factor in above-average sales performances. Although companies share competitor intelligence among the sales staff, clever salesmen go an extra mile to understand competitor information. Competitor knowledge can be used to close a deal effectively by applying ‘disequilibrium theory’ (unbalancing customer perspectives about competitors’ products).
An average salesman does not pay much attention to planning. On the contrary, clever and dedicated salesmen make simple plans for the day, week, and month. They always look at the big picture, and their schedules are made into a well-thought-out plan to obtain maximum productivity in a specific period. Planning can greatly reduce the omnipresent stress in the sales profession. While personal planning offers the most convenient action plan, pre-planning the week and the day prepares the salesman for contingencies.
Selling is more than merely taking a product or a service to a prospect and trying to force it by utilising the salesperson’s power of persuasion. It is a scientific and methodical process that runs along with the selling skills of a professional. Hence, outstanding performers go through a pre-identified gradual process and make their presentations.
High-end performers understand how to approach a prospect, when to do the presentation and face objections, and what is the most appropriate time to close the deal. As prospects buy benefits rather than features of a product, the presentation of a top salesperson is always well planned and benefit orientated.
Funnel approach
A top performer never ceases to look for new prospects to keep their funnel full. They find time to approach new customers even when their routine schedules are full, as it provides a useful framework for businesses to analyse and strategise around their marketing efforts.
Using the funnel approach can increase the efficiency of marketing and sales efforts. It can lead to a better conversion rate to provide improved sales revenue.
According to studies, one-half of the salespersons do not even try to make consequent follow-up attempts after the first approach. Often, they give up after the first visit. However, a top salesman believes in persistence despite rejection and keeps following up until he or she evaluates the correct time to abandon. This is not a habit a salesperson can develop but his or her own attitude towards the job. Also, a good performer knows when to make the best follow-up attempt without inconveniencing the customer.
Top sales performers genuinely enjoy working with people, and they possess high energy levels. They always like to be in fast-paced environments and be flexible in their activities. They place the prospect at centre stage and allow them to be right even if they are not.
Identifying the best sales performers is an integral part of organisational success. Recognising and supporting top performers not only boosts revenue but also creates a culture of excellence that drives long-term growth. However, while identifying and rewarding the best people, companies must focus on developing those with average skills to create a performing sales team.
