Do You Have the 11 Critical Sales Skills All Successful Salespeople Have


Do you know what separates the most successful salespeople from everyone else? Well, there is a very small group of top performing salespeople who are out-earning and outselling everyone else many times over. And what’s so cool to
someone in my position is that I get to actually see what they’re doing in today’s marketplace. These people basically have all of the same skillsets and approaches to win those much larger
sales more consistently. In this video we will see if you have the 11 critical sales skills all successful salespeople must have. Check it out. Number one, they engage prospects to discuss their business challenges. This is one of the pieces of data that we’ve recently discovered is really outstanding, the difference between top performers and even average or in most
cases bottom performers. And what we found is that top performers are much more effective
at engaging prospects to really talk about business challenges. And they do so in a way where they’re literally asking
about twice as many business-related questions
as their counterparts. And so what we see here is that if you want to be in that top tier of salespeople, we can’t be thinking about just how are we selling our product, but we have to be thinking about how are we understanding the business challenges that our prospects are facing. Are we thinking big picture? Are we thinking about the real value that your solution truly offers? Because at the end of the day, what you are selling is not a product or a service, but a solution to the prospect’s business challenges. Number two, they come off
as a real human being. This is really counter to what most of us have been taught over the years as far as how we should present
ourselves to the prospect. Most of us were taught that when you get in front of a prospect, you need to be high energy, you need to be excited, you need to be jazzed. And what we’ve learned
is that top performers are actually behaving in
a way that’s just real. It’s very authentic. In fact I just recently
came across a video of an artificial intelligence algorithm pretending to be a real
person on a phone call. And what I noticed that was so obvious was that the artificial
intelligence algorithm that’s talking doesn’t sound perfect. They’re saying um, they’re saying ah, they’re being a little imperfect, and that’s what makes them sound real. They’re not excited,
they’re just down-to-earth. Now to be clear, I’m not
saying that we wanna be like an artificial intelligence algorithm. But what’s interesting is that obviously the people designing that program understood that what is real is just sounding normal, it’s sounding genuine. And when we as salespeople
come off as truly real, as a normal human being, people are much more likely to actually engage with us in that conversation. Number three, appear
as the distinct expert. This is one of the pieces of data that I found in our internal research in a study that we
recently did of salespeople is that top performers see
themself as the expert. And as a result of seeing
themselves as the expert, they come off as truly
the distinct expert. And so it’s a little bit
of chicken or the egg. You get to start by seeing
yourself as the expert, and then what we have to
do is start to think about what are our competitors doing, and how can we do the exact opposite when we’re in front of our prospects. So think for a second, how are we presenting? Are coming off as high energy, excited? Or are we coming off as just that down-to-earth distinct expert, that doctor who’s engaging that prospect in a real type of a conversation? What you’re going to find is that distinction actually comes by being just really genuine and real. Number four, they don’t
push their prospects to buy. This again goes completely counter to what most of us have been taught. If you remember seeing
those great old movies like Boiler Room or
Glengarry Glen Ross, right? There’s always this magical moment right at the end of the sales presentation where the salesperson comes in and is basically pushing
the prospect to buy, and the prospect is
coming up with objections and all the reasons why they can’t do it, and the tough good
salesperson is coming back with all the ways to overcome, and ultimately they buy, and it’s like an arm wrestling match. And this is what a lot
of salespeople are doing. They think that when
they’re getting pushback from a prospect as to
why they shouldn’t buy, their goal is to push back even harder. The reality is that top performers aren’t pushing their prospects to buy. Instead what they’re doing is they’re addressing any types of objections up front. They’re understanding any reasons why the prospect might not actually want to buy in the first place or any concerns that the prospect has. So they’re actually
dealing with any objections early on in the situation, and they’re just digging into them. They’re asking questions about it. They’re saying, “Help me
understand why you say that.” Understanding why a prospect is either interested or not interested, or has this need or that need, getting that full picture
is what makes us the expert, and therefore prospects are much more inclined to actually buy. Number five, they consistently
add to their pipeline. Now this sounds almost obvious, but what we see is that top performers are not getting into the office
each day and saying, “What do I have to do
today to drum up sales?” They’re not going out and
servicing clients for a month, and so they’re not selling for that month, and then they get into this kind of cycle of the ups and downs. Top performers tend to
be much more consistent about adding to their
pipeline each and everyday. I spoke to one of the top
performing sales reps at HubSpot just a couple of months ago, and what he said is, “I don’t leave the office “until I’ve added two opportunities “to my pipeline each and everyday.” And I thought to myself that is the most beautiful summation of a top performing mindset. Now he was selling something
different than you, so maybe adding two
opportunities each day is more or maybe it’s less than
what you need to be doing. But what is that number? How many opportunities
do you need to be adding each and everyday to your pipeline or each and every week to your pipeline in order to ensure that you’re
going to hit your numbers? Get very clear on that. How many meetings do you have to set? And think about consistency. Think more like the tortoise who’s just taking one step at a time as opposed to that hare who’s running here, running there, and going in all different directions. We want to just take consistent
steps each and everyday. Number six is willing to sell higher up. One of the biggest distinctions
that I see in my work day in and day out between top
performers and everyone else is that top performers have the guts, they have courage to sell really high up within an organization. And so that doesn’t just
mean calling on the CEO, but it also means selling
to bigger opportunities. It means selling to bigger companies. It means to create big opportunities. And the way we do that is by going big. Average performers tend to
hit lots of singles or doubles where they’re just
piecing together a living. Top performers are going for
the bigger opportunities. And what you find time
and time again is that big opportunities take just as much work as those average opportunities or those smaller opportunities, but the reward for those
bigger opportunities is so much bigger. So this is both a mindset
and a tactical shift. What are you doing to make
sure that you’re selling higher and higher and higher up the ladder so that way you are making bigger sales and you’re selling bigger solutions. Number seven, dialogue over monologue. Now we all have been
told for many years that we need to be asking questions, we need to engage people in conversations. I get it, you’ve heard
this a million times. But actually there’s
really some very new data that shows that top performers are actually doing a lot more dialogue than one-way monologue, and in particular in the
presentation phase, right? In the discovery phase we all know that we have
to be asking questions, but what we see a big shift in is when we get to the
actual presentation phase is that average performers
tend to go on monologues, they just start talking
and talking and talking for extended periods of time presenting the features and
the benefits and all of this, whereas top performers
continue that to a dialogue even in the presentation. And this is really profound. What we can actually see is that there are organizations that have studied top performers and what they see is that top performers have a lot more speaker switches in the presentation phase. And when a speaker switches is literally I speak then you speak, I speak, you speak. Each time we switch, that’s a speaker switch. Top performers are
engaging their prospects even throughout the presentation. So it’s more of a back and forth as opposed to just that one way I’m gonna show you the top 10 reasons that you need to work with me, it’s much more of a hey let me show you one idea, does that make sense? And back and forth. Huge huge distinction has
really profound results. Number eight, they
understand the upside value. And what we see here is that there’s a really important
distinction between telling a prospect what
the ROI for the solution is versus helping the prospect
actually do their own math. And so what we see is with top performers, they’re asking questions
that basically bake in the upside value of their solution. So let me give you an example. Alright so they’re engaging a prospect around their solutions, let’s say, you work for
a marketing company, and so you’re selling
a marketing solution, and so you’re talking to the prospect and you’re asking them about
their marketing challenges, and they’re saying, “Oh yeah, “we feel like our brand
is not out there enough,” or, “We’re not getting as
many leads as we’d like.” And so a lot of salespeople would say, “Well, our solution can
help you get more leads “which will lead to an
ROI of blah blah blah.” Instead what a top performer is doing is when they’re understanding the challenges, they’re saying, “Well, help me understand, “if you are able to “get as many leads “as you’re really focused on, “your goal number of leads, “what would that lead
to in more business?” And now the prospect is actually doing the math in their head,
and they’re saying, “Ha, well, we’re at the leads
that we’re at right now, “and if we’re able to get this many more, “man, I mean that can be
a couple million dollars “in additional business.” Time out. That’s exactly what we want to get to. We want to get them to do
that math to understand what the real value of the solution is, not the value of your
product or your service, but the value of the overall solution which now you’re
intrinsically tying yourself to that exact component, understand the upside value. Number nine, talk budget
later in the process. This again was one of
the more recent findings that I have found in some really powerful data that shows that top performers are actually discussing money and budget later in the sales process than average and bottom performing reps. And so what we see is that
average and bottom performers are talking money and budget typically much earlier in the process, so what it means is that they’re basically coming out with a price or talking price pretty
early in that process, and what top performers are doing is they’re actually talking budget later in the discovery process. And so what you see is that top performers are basically building value throughout
the conversation, they’re asking questions,
understanding the challenges, understanding the upside,
all of these things, and then they’re discussing
budget later on in the process. Now if you’re familiar
with my selling system, if you’ve read any of my books, if you’ve gone through any of my programs, you’ll understand that that’s exactly what we’ve taught for years, but now what we see is that the data supports this exact same idea. Top performers are talking
budget later in the process. Number 10, don’t fight objections. Now we talked about this a
little bit earlier as well, but what we see is that top performers don’t fight back when they get objections. They’re not getting into
that arm wrestling match where it’s a back and forth, and it’s a test of wills. Instead what we see a top
performing is doing is they’re addressing objections early on, they wanna understand what the prospect’s concerns are early on in the process, and if they get any objections, they’re not pushing back, they’re not coming up
with some savvy response, instead they’re just saying, “Tell me more about why you say that,” or, “Why do you ask that question?” or, “That sounds like a great plan. “It sounds important to you. “Help me understand,” right? They’re getting it all out on the table, they’re understanding why
the prospect is saying that, and then they’re not fighting it, but instead they’re just going right back into the discovery process. Huge distinction between average performers and everyone else, everyone else is going in and they’re fighting the objections. Don’t fight the objections. Think of it like Tai Chi where you’re taking the energy with you and you’re pushing it in
a different direction. That’s exactly what we wanna be doing. Number 11, they discuss next steps. This is so key and it’s so simple, yet so many salespeople
aren’t really doing it to the degree that they should be. The data shows that top performers are spending more time
in the sales process just specifically
discussing clear next steps. Now I’ve been teaching this for years, and we’ve always known
anecdotally that works, but now we see that there’s
a real clear distinction between top performers and everyone else. Top performers spend a
specific amount of time typically later on in the conversation to discuss what is the
exact clear next step. Alright so you’re in the discovery call and you’re not ready to present as a result of the conversation, and instead of just saying, “Hey, well, would it be okay “if I called you next week “to set up a time “to have a presentation, “or what if I email you “some times that’ll work?” Instead the top performers are getting that clear next step scheduled on that existing call. Huge huge distinction. You will always wanna be
scheduling that next step in the current conversation while you have them in front of you. Every single prospect has
their calendar on them because it’s on their phone. So get that clear next step, get it scheduled, get it on the calendar. So there are the 11 critical sales skills all successful salespeople have. I wanna hear from you. Which of these ideas did
you find most useful? Be sure to share below
in the Comments section to get involved in the conversation. And if you enjoyed this video, then I have an awesome free ebook on 25 Tips to Crush Your Sales Goal. Just click right here to get it instantly. Seriously just click right here. It’s free. Also if you got some value, please like this video below on YouTube and be sure to subscribe to my channel by clicking my face right here to get access to a new video just like this one each and every week.

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