Salespeople with advanced marketing skills tend to fare well. For example, content selling is an important skill that salespeople can use to move the buyer through the buying cycle.
Sales management is borrowing from marketing and enforcing campaign-like structure on many sales activities. For example, some organizations are using a campaign format to structure how they conduct traditional sales activities like prospecting. You should provide the buyer with the information, content and tools they will need to persuade the CEO that your product or service is the right one.
Many sales organizations use technology to become more efficient and shorten the length of the average sales cycle. Salespeople who can use technology to become more productive have a significant advantage over their peers, as they are able to spend more time selling.
The best salespeople focus on the daily tasks or activities they know will set them up to achieve their quota. For example, a sales professional might know that if they have a certain number of meetings with prospects this month, that this will allow them to achieve quota next month. The best salespeople manage their pipeline much like a hedge fund manager would manage their portfolio. They invest time in a number of opportunities knowing that some will close and some will not. They track the performance of each opportunity, as well as the aggregate performance of their entire pipeline on a daily or weekly basis.
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There are a few rules to keep in mind when it comes to sales copywriting: The less you write, the better. Try to keep written communications short and sweet. Avoid using generic copy.
You should take the time to personalize as many of your communications as possible. Use bullets to format your copy. Lists are just easier for customers to digest. Finally, start and conclude your written communications with a call to action that asks the buyer to take a next step. Each of these types can be broken down into a cluster of descriptions to paint a picture of the person: Assertive: goal-oriented, competitive, decisive, impatient, controlling, loud; more likely to speak in sentences than in questions Amiable: patient, friendly, open to challenges, calm, informal; often good listeners who ask many questions and seek strong personal relationships Expressive: people-pleasing, convicted, colorful, persuasive, outgoing, creative, spontaneous, intuitive, loyal, enthusiastic; also likely to speak in sentences instead of questions and seek strong personal relationships Analytic: impersonal, fact-driven, formal, serious, direct, patient, prepared; likely to ask many questions and not seek personal sales relationships According to the business leaders Business News Daily interviewed, good salespeople often boast several qualities from all four sales personality types.
How to sell to each of the personality types Sales personality types aren't just important for knowing whether you'd make a good salesperson — you'll also want to change your selling methods based on the personality type of the person to whom you're selling. Experts suggest taking the following approaches when selling to the different personality types: Assertive Be professional. Come prepared. Only give entirely accurate answers. If you don't have one, tell the person that you'll investigate it and get back to them.
Make short statements and get to the point quickly. Provide examples of your product's benefits. Show how your product levels the person with their competitors. Use business metrics rather than subjective descriptions. Amiable Pitch a vision, not a product. Build rapport before beginning your sales pitch. Tell stories about other clients, why they sought your product, and how it addressed their issues.
Gently guide the person through the sales process instead of bombarding them with information. Offer personal guarantees such as refund policies. Expressive Show case studies and other fact- and data-based information.
Work toward a strong, professional relationship and build rapport. Focus on qualitative rather than quantitative descriptions. Check in with the person often to see whether you're both on the same page. Analytic Be patient. Realize the person has likely done introductory research ahead of time. Provide data and numbers instead of vast, unprovable claims. Steer toward facts and away from building a strong, professional relationship. The 14 traits of successful salespeople No matter which personality type you're selling to, there are certain best practices to follow and good characteristics to cultivate.
They care about the customer's interests. They're confident. They're always on. They're subtle. They're resilient. They're extroverted. They're good listeners. A person with a strong sense of responsibility does not place blame on other people when placed in a difficult situation. A salesperson with a healthy amount of optimism can be described as someone who is slow to learn helplessness.
This person has persistence—a trait that is critical in the sales world because of the frequency of rejections salespeople experience. In the face of failure, some people throw their hands up in the air and resign themselves to the disappointment because they feel helpless to change the situation. Salespeople who possess a large amount of optimism like themselves and when they encounter failure, although disappointed, it does not destroy their positive view of themselves.
They consider themselves still in the running and able to turn the situation around. They believe that they can make things better by using a different approach, or by trying again.
Ego-drive is similar to optimism in that both traits require persistence. But ego-drive is persistence for the purpose of succeeding and above all winning. When a person hangs in there with fists clenched and a teeth gritting appetite to succeed at his or her goal, you see a powerful ego-drive.
This person is self-motivated and a self-starter with clear ideas of what he or she wants to achieve. New York: McGraw-Hill, , pp. Not a member? Sample unlocked content here. Become a Member Member Login. Log in. Remember me. Forgot Password. Search by keywords:. Content Format All.
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