5 Secrets To Record Breaking Sales
What Top Performers Do That Others Don’t
The principle mission of the professional salesperson is to gain commitment from customers. If you think about it, that’s the only real reason to employ a sales force at all. Yet to most salespeople, the skills most vital to gaining commitments consistently and, therefore, to achieving record-breaking sales—appear to be secrets.
Let that sink in. We are asserting the existence of a particular set of identifiable skills that are most crucial to enabling salespeople to do the thing they are hired to do. And we’re saying that most people employed in sales roles don’t even know what those skills are, never mind how to use or improve them.
Where do we get off making an outrageous claim like that? How do we know?
What We Know About Selling Skills
First, let’s concede that any number of attributes and personality traits—motivation, an upbeat and outgoing nature—may play a role in sales success. The trouble is, you can’t teach personality and motivation. And salespeople can’t “learn” it.
We’ve all seen highly motivated salespeople who worked very hard and made a lot of sales calls. Yet in the same sales force, there always seems to be someone else who makes fewer calls and lands a lot more business. Certainly hard work is part of the formula. But the quality of that work has more to do with success.
Quality is all about skills. The question becomes, which skills?
Since 1990, Action Selling has been measuring the skills of working salespeople before and after training. We also have measured changes in their sales performance (revenue and margins) after training and tied those performance changes to improvements in particular skills.
More than 400,000 salespeople, from over 3,500 companies, have been benchmarked and then tracked in this manner, using our validated Selling Skills Assessment instrument. That’s how we know which skills have the greatest impact on sales performance—that is, which skills really enable salespeople to gain commitment from customers.
We have learned that there are five of them …