Four ingredients that make a great sales professional

Sales is probably the oldest profession in the world. In 2021, it was certainly one of the most popular occupations in Belgium, with more than 150,000 people working in the sector, according to figures from Statbel. This should not come as a surprise, as there can be no companies without customers. And you don’t have customers without salespeople. We are therefore a vital part of the economy.

A sales representative tends to think about quarters instead of years. This means that I am now about to close my 92nd quarter. Since my very first quarter in the summer of 2000, a lot has changed when it comes to how we interact with customers. But some competences are eternal and make doing sales a real expertise, just like the work of a plumber or a doctor.

Let us look at four key principles that, based on my own experience, are at least as important today as they were 92 quarters ago:

1. Focus on prospecting and building a network

Success always depends on your network and prospecting is still the most effective way to build those connections. In my opinion, calling (unknown) contacts remains the most important technique for a sales representative. It will create a whole range of new business opportunities.

To maintain your network, you should also focus on your reputation with customers. Many of your contacts will move to other companies during their careers so you will probably meet them again and again. If you have done something good for them before, they will remember.

2. Be hyper-relevant to your customer

A successful sales professional is a great storyteller and can put things into perspective for a customer. Two books that may help to improve your communication skills are Putting Stories at Work, by Shawn Callahan and How to Win Friends and Influence People, by Dale Carnegie. The second dates from 1938 but it is still one of the best books on how to build relationships with people.

To be successful, you have to be hyper-relevant. Even more so than before, because nowadays many customers do their research online, which means they are often very well prepared. So, take your time to get to know your customer and consider how your business can make a real difference for them.

In addition to asking questions, also try to challenge your customer. With the right techniques, anyone can arrange a first business meeting, but being invited to a second meeting is much more difficult. That only happens if the customer feels that you really add value. In this respect, another book that helped me develop my own skills is The Challenger Sale by Matthew Dixon.

3. Find a balance between short and long term

For any business, the current quarter seems always to be the most important quarter since the beginning of the universe. Working on a quarterly basis puts a lot of pressure on salespeople. But if you only focus on the numbers, you may forget about the longer term in your relation with a customer. Although it is not an easy task from an economic perspective, you should always look beyond the next two quarters and think about how you can continue to improve your partnership and create business value.

Personally, I use a system that allows me to focus on a 3-year horizon with a customer. The first year is about getting to know a company, understanding its culture, and meeting the people who make up an organisation. In the second year, the business relationship will often be deepened by solving first business challenges together. And in the third year, you should have developed a fully mature partnership that is ready for some big deals and innovative projects. So, while short term is very important in sales, finding the perfect balance with the long term is the secret to achieving great things with a customer.

4. Regularly meet people in real life

During the pandemic, sales representatives had to rely on online video meetings. In the beginning, we did see advantages: customers were more often available for a meeting and glancing into each other’s living room or kitchen was the perfect springboard for small talk. But ultimately, online meetings will never provide the same value as seeing someone in person.

In fact, those real-life interactions are essential if you want to build a more intimate relationship with your customer. They allow you to read body language, read a room and focus on empathy. The latter is a skill that I have developed through years of meeting different people. By looking beyond the business results and listening to someone, you will hear the human side of a story, which is exactly what you need if you want to be relevant and do good.

A career with a bright future

Salespeople will always have an important role in our economy and society. The number of sales jobs will only continue to increase in the coming years and be instrumental for our economic and societal prosperity. According to IDC, the Salesforce ecosystem alone will generate no less than 4.2 million jobs by 2024 – in Belgium, 7,500 new jobs will be created.

In my opinion, sales is tone of the most beautiful and most rewarding jobs in the world. It allows to have a real impact on lives and hear stories that really enrich. So, onto quarter number 93, and hopefully many more after that …

Are you also interested in pursuing a career in sales? Take a look at available job openings and feel free to reach out to/contact me.