From Potential to Performance: Cultivating Sales Superstars
John Brooks
Always looking to make contacts with Chinese factories who make superior quality products
From Potential to Performance: Cultivating Sales Superstars
In this engaging Q&A, discover what qualities John Brooks deems essential for stellar sales performance, and learn how his approach to team development
Maria Magalhaes Interviewer
In the ever evolving world of Sales, identifying top performers can be a game-changer for any team. John Brooks gave us an inside look into his strategic approach to scouting talent
John, when searching for top performers in sales, what are the key attributes or qualities that you believe are essential?
John Brooks:?Our top priority should always be to try to find hard workers who are willing to put forth the effort required. ?We have an incredible product and service, we have identified a customer base with a strong need for what we offer, and training tools to help us do our jobs well. ? ?
I inherently believe that everyone wants to do a good job, but we need to find the ones who actually can.?
How can you differentiate between someone who talks a good game and someone who can deliver results consistently??? John Brooks:?History of performance tells the story. Rarely do people go from one performance extreme to another. Someone who has never been an award winning top performer will not be able to describe how that feels, what it looks like, or how they made it happen.
How do you balance between hiring experienced sales professionals
John Brooks:?I believe there should be a fundamental base line of understanding in terms of the sales process, but we excel with those who have not reached their true potential elsewhere, and now they can shine. ?We have a structure in place that does allow people to reach their maximum potential. ?At the end of the day, it gets down to putting forth the effort, knowing your WHY, and having the daily passion to pursue it. We have a very strong culture at SCI-Direct, and every person hired must be aligned with our values, doing their job with honesty and integrity. ?For some people in sales, working directly with the senior population is new, and they must be comfortable working with older customers in order to help them effectively.
How important is prior industry experience for achieving success in sales???
John Brooks:?One of the greatest strengths of our team is that they come from all different backgrounds and levels of experience. We have incredible success stories with people from almost every type of industry. ??
The best salespeople are those who are always in learning mode and studying their craft in order to improve their performance. Each of our leaders should work from their own list of what has worked for them in the past, but be willing to consider the strong desire of a candidate as a prerequisite. Top candidates would be those with experience selling products to consumers that have a short selling cycle and are more transactional in nature. It helps if they have ?previously offered a product or service with a strong brand name and high value proposition.
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Can you describe a particular characteristic or trait that you’ve found to be a reliable indicator of high performance in your top salespeople? Any of these characteristics show up within your current team members??
John Brooks:?Hard working, resourceful individuals who are problem solvers. We are fast moving, and because we are also a transactional business, each new day requires a new roadmap. I have so much respect for professional salespeople who earn their pay every day with the decisions they make and the skills they possess. ?
A common characteristic in our best people is that they are grateful for the opportunity, and this shows up in their communication. A perfect example of this is Ruth Ritterman in San Diego. She exemplifies these characteristics and does an incredible job.
Are there any red flags or warning signs that you watch out for when scouting for potential top performers?
John Brooks:?When a candidate spends all of their time asking what we can do for them, rather than elaborating on what they can bring to the table, that is a big red flag. A great hire is the result of a win-win scenario taking place.? ? What should be the focus when setting expectations and providing support for new sales team members
John Brooks:?Always make sure the team member clearly understands those expectations, but more importantly, how to achieve them.
As we wrap up our conversation with John Brooks, it’s clear that success in sales isn't just about finding the right people—it's about nurturing them to reach their full potential. John's approach highlights that exceptional sales talent is shaped by a blend of hard work, passion, and a relentless drive for improvement. Armed with these strategies, you’re now better equipped to transform your sales team into a powerhouse of performance and achievement.?
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See what our Sales Regionals have to say about identifying the ideal top performer for your sales team:
The Disability Digest
5 个月Valuable insights, especially your point about peak performers… thanks for sharing
Excellent interview John! I enjoyed your words so much and it took me right back to the John Brooks that worked so diligently as a top performer selling my brand many years ago. As an author and artist who grew up working with a public in my Dad's grocery business, and then selling my own product in a kiosk in the mall to get started, I've always loved sales and understand the relationship dynamics intuitively. My definition of good marketing is "telling the truth and making it simple" Best Wishes John!
Professor of Marketing
5 个月I know John and have worked with him for almost 30 years. I also have taught college courses in Sales. In so doing, I always tell my students the two most important things that John knew about selling. The first and most important is LISTEN to your customer. They'll tell you everything you need to know. And the second is the importance of Follow Up. People can talk a good game but when it comes to true salesmanship, it's all about your efforts on what you've said and promised. This is a great interview.