DOESN’T NEED APPROVAL: As a weakness, it causes salespeople to avoid an action when they worry that their prospects won’t like them. Prevents salespeople from asking tough questions, pushing back and challenging their prospects, the core skills to selling like a Challenger.
CONTROLS EMOTIONS: As a weakness, it occurs when salespeople worry, strategize, panic or get excited. This causes them to get in their own heads, and prevents them from being able to actively listen and ask good questions, the core skills of a consultative approach to selling.
COMFORTABLE DISCUSSING MONEY: As a weakness, salespeople aren’t comfortable asking a prospect where their money is coming from, how they might find money they don’t have, how they might find more money than what is in their budget, or how to prioritize expenditures to solve their problems.
Let the experiment begin!
The first Competency I tested was Doesn’t Need Approval or, whether or not a salesperson NEEDS to be liked.
58% of all salespeople Need to be Liked (a weakness) and their average score is 76 (weak).
When I sliced the data with the Controls Emotions I found that:
66% of those who need their prospects to like them become emotional when the weakness is triggered. 2/3 of them!
I wondered how much that percentage might change based on our Sales PercentileTM score so I dug deeper and learned that:
the bottom 25% of all salespeople, 85% – almost all of them – become emotional when the need to be liked is triggered.
For those in the percentiles between 26 and 50, 72% become emotional when the need to be liked is triggered.
Salespeople in the percentiles between 51 and 75 were less likely to become emotional when the need to be liked is triggered. It happens with 60% of them.
Only 41% of the salespeople in the percentiles between 76-94 (strong) have the need to be liked but when it is triggered, 46% of that group become emotional.
Only 18% of elite salespeople (the top 5%) have the need to be liked but when it is triggered, 24% of them become emotional.
* * * *
I ran the same experiment on Comfortable Discussing Money. As with the need to be liked, 60% of all salespeople have this as a weakness.
67% of those who are not comfortable discussing finances become emotional at the moment the money weakness is triggered!
As with the need to be liked, the percentage changed according to Sales Percentile so here is what happens:
78% of the salespeople in the bottom 50% become emotional when the money weakness is triggered.
59% of the salespeople in the percentiles between 51 and 75 become emotional when the money weakness is triggered.
Only 34% of salespeople in the percentiles between 75-95 are uncomfortable discussing money but when the weakness is triggered, 41% of that group become emotional.
Only 8% of elite salespeople (the top 5%) are uncomfortable talking about money, but when the weakness is triggered, 17% of them become emotional.
This data shows that for most salespeople, when they have more than 1 major weakness and the 2nd major weakness is the tendency to become emotional, upon the triggering of the first weakness, the emotions weakness is triggered as part of a chain reaction.
The data also confirms that nearly all of the weakest salespeople (Sales Percentile below 25) have these weaknesses and the 1st weakness almost always triggers the 2nd weakness.
Finally, the data confirms that very few of the salespeople in the top 5% who are elite have these weaknesses and when they do it is far less likely for the 2nd weakness to be triggered with the 1st.
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