It's how you sell, not what you sell

Do you know your strengths and weaknesses? Are you able to communicate on all levels? Do you have the skills to win over deals which seemed to be lost? Is access to the right DMU and Power easy or difficult for you? What about getting your ideas accross your internal organisation and getting the job done?

In today's fast-paced and digital sales industry, knowing your strengths and weaknesses is a key factor to achieve successful sales targets. When you stop to consider your qualities as a salesperson, you can become better acquainted with your sales personality and discover how understanding your own personal sales approach can allow you to better understand your consumer and help you win.

In a groundbreaking research of Corporate Executive Board, surveyed over 6000 B2B salespeople in different organisations and markets to determine what it took to be successful in today's business environment, with major implications for all business-to-business (B2B) sellers.

The way how they interact with customers defines the type of sales people with their preferences —whether it be a new opportunity or a new client — being aware of the types of sales people allows you to become an asset to your company and an effective selling force to consumers. So, let's have a quick overview of the different types:

1. Relationship Builders. They focus on developing strong personal and professional relationships and advocates across the customer organization. They're generous with their time and tend to acquiesce to what the customer wants, always looking to resolve tensions in the commercial relationship. Relationship-builders can appeal to the consumer’s emotions and personally connect with consumers. As a result, while they can provide a tailor-made solution that checks all of the boxes on any consumer’s list, the sales process can be less efficient as time plays an important role in relationship-building.
2. Hard Workers. As their name implies, they show up early, stay late, and always go the extra mile. They'll make more calls in an hour and conduct more visits in a week than just about anyone else on the team. They are motivated to work hard and close the deal. The hard worker will pursue prospects or clients using their powers of persuasion to seal the deal or to have an appointment. They are enthusiastic sales people who are dedicated to expanding account portfolios. Patience may not be a strength; however, they may not have to wait long for a sale due to their ability to efficiently direct the sales process as reward of their hard work.
3. Lone Wolves. These sales people are the rule-breaking cowboys of the sales force who do things their way or not at all. They don't put notes in the CRM system, don't follow your sales process, build their own collateral, don't have time for anything etc. They have years of sales experience, however, doesn’t necessarily mean they know what makes a team or how to be a valued team player. Lone wolves will always do what it takes to get the job done, but in the process, they might undermining the group. It is their way or the high way. Recent research from CEB suggests that the changing business environment has made cherishing the individual performers bad for business.
4. Problem Solver: This person is almost a customer service rep in sales rep's clothing. They have a deep understanding of the product and stand behind it 100%. With a genuine allegiance to the company for which they work, they continually look for ways to improve sales for that company. Their dedication is then transferred onto the consumer, fostering consumer loyalty to the brand. They are motivated by problem solving and they believe that the product they are selling provides the needed solution. They tend to focus more on getting the last deal implemented than getting the next deal signed. 
5. Challengers: They're the debaters on the team. They're defined by their tendency to push the customer's thinking. They aren't afraid to share controversial views and are assertive, not just in terms of their ideas, but also when it comes to the commercial details of the sale. These types of sales people allow the product to be the focus of the sales process; they guide internal and external interactions through a detailed explanation of the product or a skilled demonstration of how the product can best meet the needs of the consumer. The Challenger leverages the relationship to gain access-access that they use to push the customer's thinking.At the end of the day, Challengers are the ones who build the stronger customer relationships because they build relationships founded on business value, not just likeability. 

If you’re on the journey to more of a value-based or solutions-oriented sales approach, then your ability to challenge customers is absolutely vital for your success going forward.

In a time when consensus is more important than ever to get the deal done, it’s no surprise that the sales person who wins in this environment is the one who can effectively tailor the message to a wide range of customer stakeholders in order to build that consensus.

The key, of course, is to do this with control, diplomacy, and empathy.Shifting the discussion from price to value.

53 percent of B2B customer loyalty is a product of how you sell, not what you sell*.

-WU-

*source: CEB sales leadership council