The right skills for your sales person

Let's be honest, hiring a salesperson for your business is really tricky, and it often doesn't end very well.

Why is that? Well, it often comes back to the wrong expectations set by the hiring business and, even more often, the wrong job spec.?

The number one point of failure is that the business is asking too much of the salesperson, stretching them across top-of-funnel prospecting all the way through nurture to bottom-of-funnel closing.?

It's guaranteed to fail unless you happen to have found a unicorn. But even so, that solution isn't scalable.?

So let's be honest from hereonin – very few salespeople can excel at every stage of the sales process.

So the first question to ask is, "What type of salesperson does your business actually need?"

Businesses should adopt a more strategic approach and focus on aligning sales talent with specific stages of the funnel.?

For many businesses, the most critical hire lies in the middle of the funnel, where leads are nurtured, and relationships are built.?

If you already have a top-of-funnel demand generation engine in place, the key hire becomes someone who can drive engagement and conversion during these crucial middle stages.?

But what characteristics make a great salesperson for this role??

Charisma and relationship-building

One of the most essential traits of a middle-of-funnel salesperson is their ability to build relationships quickly.?

This is where personality and charisma play a vital role. Your business development manager or salesperson needs to be instantly likeable and able to create rapport with potential clients, transitioning cold leads into meaningful relationships in just a few interactions.

This isn't simply about being friendly; it's about understanding the client's challenges and positioning yourself as a helpful resource.?

With a well-structured sales process, these individuals will be managing leads that are already in your pipeline, but the key is ensuring these leads are nurtured with personal attention, so they don't slip through the cracks.

Persistence and resilience

Sales is a marathon, not a sprint.?

The best middle-of-funnel salespeople are those who are persistent, resilient, and consistent. A prospect may not be ready to close today, but a good salesperson stays in touch without being pushy, nurturing the relationship over time.

This persistence is particularly important when faced with challenges like being ignored or dealing with long decision-making cycles.?

A great middle-of-funnel salesperson knows how to handle these situations with professionalism and continues to engage prospects in a way that builds rapport.?

When the client is finally ready to make a decision, your company will be the first they think of.

Drive and ambition

Ambition is crucial for success in any sales role, but it's essential for middle-of-funnel positions.?

These salespeople often deal with leads that are undecided, and the ability to persevere through uncertainty is what turns opportunities into conversions.

A salesperson with drive and ambition doesn't just settle for progressing leads through the funnel – they push them forward with determination.?

While motivation can stem from various sources (such as meeting targets), the internal desire to succeed is crucial.?

Middle-of-funnel sales roles can be demanding, and individuals need to maintain their energy and drive, even when faced with challenges like non-responses or rejections.

Listening and empathy

Successful sales is less about talking and more about listening.?

A strong middle-of-funnel salesperson will excel at asking insightful questions, listening closely to the answers, and using that information to provide solutions tailored to the client's needs.

Empathy is crucial here. Salespeople must put themselves in the shoes of their clients, understanding the challenges they face, the market conditions, and even the internal dynamics of their organisation.?

This empathy helps them respond more effectively to objections, manage delays, and build deeper, more meaningful relationships over time.

Problem-solving skills

Problem-solving is at the heart of successful sales.?

Your salespeople need to be proactive in identifying potential issues in the client's business and how they engage with the client.?

For example, if email communication isn't showing results, they should pivot to other channels such as LinkedIn or WhatsApp.?

This adaptability, combined with creativity in overcoming obstacles, is essential for driving prospects further down the funnel.

Positivity and resilience

A positive attitude is a critical asset in sales, where the highs are often counterbalanced by frequent challenges.?

Middle-of-funnel sales professionals often face more rejections than successes, but their ability to maintain optimism is what keeps the process moving.

Clients are naturally drawn to positive, enthusiastic salespeople who view challenges as opportunities.?

This mindset not only helps maintain momentum within the sales pipeline but also reassures clients that they're dealing with someone committed to finding the best solution.

Knowledge and expertise

While a salesperson isn't expected to be a subject-matter expert, they do need to be knowledgeable about your company's offerings and stay informed about industry trends.?

The more they know, the better they can handle client queries, address objections, and position your company as the ideal solution. Salespeople who consistently seek to expand their knowledge are more effective and seen as valuable partners by their clients.

Let's wrap this up

Hiring the right salesperson for the middle of your funnel is critical for business success, and if you have someone in your business and are looking to optimise your engine, that's the best place for who you have right now.

You need someone who excels at building relationships, is persistent and resilient, and has the drive to push leads forward.?

Equally important are strong listening skills, empathy, problem-solving capabilities, and a positive, knowledgeable approach.

By focusing on these characteristics, you can equip your sales team to thrive in their roles, driving long-term growth and success for your business.?

The middle of the funnel is where potential leads are converted into opportunities, and with the right talent in place, your company can stand out in a competitive market.