5 Essential Skills for Driving Sales Performance

Harnessing the Power of Influence, Body Language, Voice Quality, Empathy, and Grit

Selling is a dynamic and constantly evolving profession. With the rapid advancement of technology, customer preferences, and buying behaviors have changed, and sales techniques must adapt accordingly. However, some fundamental principles of selling remain unchanged, and it is essential for sales professionals to understand the interplay between these principles and new sales practices.

The list of skills needed to be successful in today’s market is long so I want to focus on 5 critical components of effective selling, and by understanding and leveraging them, sales professionals can achieve higher levels of success and close more deals. Whether you're a seasoned sales professional or just starting out, harnessing these skills will improve your selling skills and achieve greater success in your sales career.

No. 1 — INFLUENCE

A study conducted by Dr. Robert Cialdini, a world-renowned expert in the field of influence and persuasion, found that the principle of reciprocity remains one of the most powerful tools in a salesperson's arsenal. The principle states that people are more likely to comply with requests from someone who has provided them with something of value. For example, he conducted an experiment where he sent out Christmas cards to a group of strangers. A few weeks later, he followed up with a request for a donation to a charity organization. He found that the individuals who received the Christmas card were much more likely to donate to the charity compared to a control group who did not receive a card. This experiment demonstrates how reciprocity can increase the chances of someone complying with a request from someone who has given them something of value.

• Actionable Insights: What are you doing to provide value first to your clients before you ask them for anything? Does your social media only pitch your products, or do you offer value that is FREE as well? This principle is particularly useful in building rapport with customers and gaining their trust.

No. 2 — QUALITY OF VOICE

A study by Steven J. Skarlicki and David R. Kelly, researchers in the field of sales and marketing, found that customers rated higher-pitched and more animated voices more positively. This highlights the importance of voice quality in the sales process and how it can impact a customer's perception of the salesperson and the product or service being sold.

• Actionable Insights: Do you record your voice and get feedback? Are you happy with how you sound? What are you doing to tap into your sincere enthusiasm as you present?

No. 3 — BODY LANGUAGE

Body language is also a crucial aspect of selling, as it can significantly influence the outcome of a sales call. A study by Dr. David Matsumoto and Dr. Hyisung Hwang, two experts in the field of nonverbal communication, found that salespeople who use open, confident body language were more likely to close a sale. On the other hand, those who displayed nervous or closed-off body language were less successful in securing a sale.

• Actionable Insights: Are you video-recording all your presentations? Do you notice anything you’d change? The big question: Would you, buy from you?

No. 4 — EMPATHY

In a study by Dr. Martin Seligman, a renowned expert in the field of positive psychology, he found that salespeople who exhibit empathy and understand their customers' needs are more successful in building relationships and closing deals. This highlights the importance of understanding the customer's perspective and connecting with them on a personal level.

• Actionable Insights: Practice active listening when engaging with someone, give them your full attention, and try to understand their perspective, emotions, and experiences. Avoid interrupting or thinking about what you will say next while they are speaking. Put yourself in their shoes and try to imagine how you would feel in the same situation as the other person. This can help you better understand and relate to their emotions and experiences.

No. 5 — GRIT

Grit, as defined by Dr. Angela Duckworth, is the perseverance and passion for long-term goals. Salespeople who possess grit are more likely to overcome obstacles and succeed in the face of adversity. This trait is essential for sales professionals, as the sales process can often be challenging and requires persistence and determination to succeed.

• Actionable Insights: Set specific, challenging goals. Define what you want to achieve, set achievable but challenging goals, and work towards them consistently. Practice resilience and learn how to bounce back from failures and setbacks by developing a growth mindset, finding meaning in adversity, and cultivating a positive attitude.

In conclusion, the latest research in the field of selling provides valuable insights into the art and science of sales. By mastering the fundamentals of influence, body language, voice quality, empathy, and grit, salespeople can achieve higher levels of success and close more deals. Sales professionals must be equipped to adapt to the ever-changing landscape of the sales profession while remaining grounded in the fundamental principles of selling.

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