The Best Salespeople are 791% Better at This Than Weak Salespeople

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The first contractor got a proposal to us within a few days, the second contractor got a proposal to us later the same day and the third contractor gave us a price on the spot.  On the responsive scale, the third contractor was the best. 

Certainly, responsiveness is not the only criteria that prospects weigh as part of their decision-making process.    They may also consider:

  • Trustworthiness
  • Timeline of the deliverable(s)
  • Referrals
  • Expertise
  • Credibility
  • Personality
  • Understanding of your needs
  • Fit
  • Price
  • Chemistry
  • Ease of working with
  • Capabilities
  • Your comfort level
  • Reputation
  • Proximity
  • Flexibility

The list isn’t complete as I’m sure there are more.  

Although price is only one of 18 criteria listed, it’s the only objection salespeople ask for help with.  Salespeople don’t ask if we can help with the reputation objection, chemistry objection or personality objection.  With salespeople it’s always about price.

The thing is, if you have a reputation problem, or any of the others on the list that aren’t price, they may be difficult or impossible to overcome.  Price, the criteria salespeople obsess about, can be eliminated when salespeople sell value.  That’s accomplished not by talking about value, saying there’s value, or adding value.  It’s about salespeople being and bringing the actual value to the customer.  When customers perceive that you provide a value that others don’t, your higher price won’t matter.

Objective Management Group, which has evaluated and assessed 1,879,966 salespeople, has data on selling value, one of the 21 sales core competencies we measure.  41% of all salespeople are strong at value selling, but that’s deceiving because only 11% of the bottom half of all salespeople have selling value as a strength and that group’s average score is just 46%.  On the other hand, 97% of the top 5% of all salespeople have selling value as a strength and their average score is 87%.  Top salespeople are 791% more effective at selling value!

Why is there such a difference?

72% of all salespeople have non-supportive buying habits and understand it when their prospects shop for the lowest price, comparison shop or think it over.  Yet, if you break it down by performance, it’s quite a different story.

Only 23% of elite (top 5%) salespeople have non-supportive buying habits but it gets a lot worse from there and quickly.

46% of strong (next 15%) salespeople have it, 72% of serviceable (the next 30%) salespeople have it and 89% of weak (the bottom 50%) salespeople have non-supportive buying habits.

Image copyright iStock Photos

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