The Best Salesperson Doesn't Sound Like One

When I started my sales career over 25 years ago, the best sales approach was much different. Looking and sounding like a salesperson, to a certain extent, was a good thing. There was almost an added professionalism in the actions of choregraphing your salespersonship. Where prospects could watch and say, “He (or she) is a great salesperson.”

Times have changed. Prospects no longer like that approach. It now feels salesy and disingenuous. Unfortunately, there are still sales methods taught that are salesy and almost brag about it. Gimmick after gimmick that frustrates and insults prospects, especially in a B2B scenario. But fortunately, there are methods that are equally tenacious without the prospect feeling it. Focusing on human nature and selling in a way that we would like to be sold to, is the key.

Today, it’s about being a good partner and consultant that is good at building relationships. All conversations need to feel organic. Like how we feel when a close friend or family member is trying to help us with something. Care, sincerity and unchoreographed. It's about the prospect and asking the right questions. Along with many other things, the best salespeople accomplish this.

Where we need to be careful: As I travel the country working with sales teams, it isn’t uncommon to meet salespeople that are already good at not coming off salesy in their initial meetings. When I do, they are usually naturally good at verbal interactions or have learned over time what the best approach is in connecting with prospects. They often take pride in it, as they should. But, here’s the challenge. After that great meeting, what happens next is usually more important when it comes to being consistently successful at sales. We need to be careful not to think that our great meetings are anywhere enough. So, can we have (or learn) that caring bedside manner in our meeting(s) and follow that with consistent follow-up communication, without still coming off salesy in the end? Well, we can’t succeed at our highest level without excelling at both. Learning how to succeed at both while understanding the current mindset of prospects, is the key. And when done properly, prospects will choose both our care and consistency time and time again.

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Are Great Salespeople Born Or Made?

As I travel the country providing training and coaching programs for organizations, at a certain point, I always ask the room to raise their hands if they are an introvert or extrovert. The results might surprise you and I ask this for a very specific reason. There is an assumption that extroverts are better salespeople. Born to be great at it. We hear the words, “They would be a natural salesperson.” But is it true? Before we get to the truth, let’s start with the results of my ongoing poll. On average, it’s surprisingly about 50/50. Some industries certainly have more extroverts. But some industries like manufacturing, where it’s common for engineering types to be converted to salespeople, typically have more introverts. But on the whole through all industries, in my experience, it works out to be about even.

Extroverts: Extroverts might have an early advantage from simply feeling more comfortable in a cold sales and conversational situation. There is no denying that being more comfortable connecting with new prospects is a strength in sales. However, I have met many extroverts that are good at the initial aspects, but not at the meticulous step by step sales processes, follow up and more. Some extroverts are great at sales and some are not. There is certainly much more to sales than being comfortable talking to people.

Introverts: For introverts, it can be more challenging to start cold conversations. However, some of the best salespeople I have ever worked with are introverts. If they can overcome their initial natural tendencies, recognizing that it’s best for them and the prospect, they are often the most conscientious, sincere and talented salespeople.

The Big Picture: There are certainly many other natural and developed aspects outside of personal comfort levels that can make someone great at sales. In my experience from working with all industries and company sizes across the country, all salespeople can get better. Myself included. It doesn’t matter whether we are an introvert or extrovert. Our process and our ability to always focus on improvement is what matters most. I have met salespeople who were great from the beginning and some that struggled and finally became great twenty-plus years later. Although some people will never be great at sales, the majority that are currently in sales positions are capable of becoming at least good or even great with the right training, commitment and effort. It’s a very small percentage that are great right away (born with it). Most have to work at it and transcend (made) to that next level.

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3 Things All Salespeople Must Have To Succeed

Although there are many similarities between sales organizations across the country, each is still very different and nuanced. Sure, there are common activities carried out by people with similar titles. But what does or does not get done and to what level when it comes to sales culture and structure, often differs greatly. If we are looking at what is minimally required for salespeople to succeed, it is the following:

1. A Strong and Strategic PROCESS

No salesperson can be consistently great without a strong process. They can have all of the talent in the world, but if they don’t have a roadmap of how to utilize it, to drive through EVERY sale, it won’t matter. Without a step-by-step process, based on intelligent strategies, there will be inconsistent results at best. A strong process has us repeating our most efficient and successful actions day after day like clockwork. That will always equal our highest numbers and closing rates and I have never met or worked with a consistently great salesperson who doesn’t have this.

2. Sales Training

Anyone who has worked with me has likely heard me say that one of the biggest challenges in sales is that you have to be good at so many things. One has to be good at up to all of the following: Prospecting, Cold & Sales Calling, Networking, Referrals, Overcoming Objections, The Appointment, Image, Follow-Up, Closing, Sales Psychology and more. Salespeople are like puzzles, each missing or needing improvement on different pieces. The best way to improve and become great at sales is via a strong sales training program. Without it, skills will likely improve slowly, if at all. Those not already great at sales, will likely never even become good. And those that are, can hit a wall and not continue to grow and improve.

3. Coaching/Management/Support

All salespeople need some form of coaching and or managerial support. Someone(s) who provides a foundation of support, goals, guidance and coaching through improving at their craft. One who can talk with each individual salesperson and identify what they need to reach their potential, is by far the most powerful. This enables a strong coach to help fill in the missing pieces for each salesperson, which results in raising the organization’s entire ship to the highest level.

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