Spectrum of Sales Team Dynamics
Sales managers seem to often put their team members on the sales team into three categories with “A”, “B”, or “C”.? They will also defend these actions by using phrases like, “we all need a “C” player on the team, or “you will be an ‘A’ player soon”.?
Let's break these three categories down to gain some insights into a parasitic issue into sales.? To be clear, when I say parasitic issues into sales it has nothing to do with sales.? It has to do with the fact people who are trained to be salespeople are done inadequately.? Which results in a toxic relationship between manipulation, and delusion of the facts.
I have dedicated most of my life to sales, and have trained thousands of sales people.? I love sales, because I am a student of human behavior. It is the most crucial part of sales, and it is understandable the above statements exist in today's world of sales because everyone seems to want instant gratification without having to do the work it takes to get results.?I will dive deeper into this and breakdown the thought process there as we move through this. ? If you look at society in the 2023’s people are entitled, impatient, and are in survival mode.?
I was exposed to the varying extremes of human behavior at a young age. My father was a rather intense individual, and to this day I can remember an experience with the violent fits of rage my father would display.?
We had an old Chevy pickup, and we were in front of our house in a very rural part of Oregon.? We had property, so my father could behave as he pleased. To this day I do not know where my mother, brothers, or sister were during this incident. I recall this incident so vividly, because it has ingrained in me such a strong belief, that would be reinforced in many of the years to come.?
On this day my father was in one nastiest fits of rage I had ever seen.? Screaming words that are running together, and are unrecognizable to a 4yr old (I had not started first grade yet).? You can hear the wind whiz by your head as objects are being thrown in my direction. ? He was getting ready to leave when he walked up to me, as he opened the passenger door, lifted me by arm and hurled me into the passenger side of the truck, and slammed the door on my legs.? He was in such a fit of rage he had no idea the door did not close because of my legs obstructing the door from closing.? I remember getting to my knees on the floor board, then to my feet, grabbing the door to secure it firmly, and sitting on the bench seat as his door flew open on the driver's side.
Now, I do not know how, nor what made me ask the next sequence of questions, but I trusted my intuition if there was such a thing at that age.? My father was still yelling, and banging the palm of his hand on the steering wheel. I saw a pause in the storm when my father reached for the keys to start the truck, and took action.
I asked confidently, like the shit show displayed was not happening, “Dad, zebra’s look like horses, why aren't they called striped horses?”
There was what felt like a forever pause, “I don’t know” he replied angrily. I continued with this sequence of questions, “Can you ride a zebra?”
The look on his face was still intense, “I don’t know. Maybe?”
“Do you think they eat what horses eat?” I asked?
His reply was something like “I guess, they eat grass.”? Now at this point the beast is going night night….
I can still remember when he reached for the gear shifter to put it into drive, he paused, he looked at me with an emotionless half smile, and just looked at me as if it was the first time seeing me.
As much as I wished the above story was not real, it was more real and worse often than not.? The courage, and fearless confidence I displayed on that day I wish would have showed up more when it came to my fathers rage, but it did not.??
However, when the moment permitted it I would break the sequence of this story my father was caught up in reliving.? Looking back now on these experiences, I feel it gave him a moment of perspective in his life.? As I got older I would do the same with pattern questions with his family.? I would ask him to give me examples of forms of stories, or push the pause button just by staying still, as if to show him I wasn’t afraid, and I could see what he was actually saying with his actions, or words.? Again, I wish this was more often than not.? What lesson did I learn from this??
How does this apply to sales?
Or,? what does this have to do with being an “A”, “B”, or “C” player on a sales team?
“C” Players
Let's start with “C” players!? And let's be honest, most of the people in this category are happy to say they have a job, or tell people they have a job.? They are also the people who seek out salary sales positions.?
“C” players will often buy into the story of someone.? Empathetically buy into so much they unfortunately will enable a person to continue the behavior by not challenging them. Or worse they use the phrase “I understand” enough to reinforce the behavior.?
Often “C” players will identify so heavily into victim creation that they will often begin to talk the potential client out of moving themselves forward. This shows up because this group will generally have surface level conversations, and struggle with relating with a potential client.? So they try to relate by telling stories about themselves, or using the terminology “feel, felt, found” about themselves, rather than the potential client.??
They are generally deemed as “C” players because they are reliable, and trust worthy to fill an empty slot until they can be replaced with a potential “A” or “B” player.? This is so unethical because it hurts everyone involved.?
Now, I am sure you are sitting there saying…”C” players can sell.? Okay, do you call getting lucky at a casino on penny slots a sure bet?? No, so yes “C” players can be great assets to a company by assisting someone pick out a color, or making recommendations after someone else sold them.? Or they sold themselves that they needed the product or service first.
This group is generally well educated, very polite, and are very caring people.? Their compassion for others is very evident by how they interact with others.? A manager will often put them in this category because as mentioned above are trustworthy individuals they can count on.? “C” players are aware about being ethical, and are not willing to lie to someone just to make a sale.? This is why most “C” players do one of two things within several months of taking a sales role. One, they find a profession that is more in alignment.? Two, they make well thought out steps on some sort of training, or shadowing other high performing people at the company to further their sales career.??
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“B” Players
There is a vast difference between a “B” player, and “C” player because there are more of them.? More of what might you say?? Arrogant, lacking the empathy, and unethical sales people looking to make a quick buck.??
Now, you’re asking what makes you say that?? The answer is simple, because the sales training niche lacks integrity.? Ads that promise "to good to be true" riches in 30 days, or the millions of dollars you will make in “21 days”, lack integrity.??
This group is the biggest because if you ain’t first, you're last, and they truly want to be good so they grab knowledge where they can for free because they may not have the money to invest in a reputable trainer.?
This perpetuates the manipulation tactics, and reinforces the behavior of how they interact with a potential client.???
They will often use examples, sayings, or in some cases other people personal experiences to further their cause.? And my favorite, the long winded illustrations to confuse a prospect.? One easy way to spot a “B” player is to see if they brag about the way they handle objections.? Their witty comebacks during a sale, or how the sales approach is all about the benefits of the product or service.
“B” players will often consume a mass amount of free content to further their sales education.?
?I love to see people in constant pursuit of becoming the best version of themselves.? Knowledge is key to ensuring the highest, and best for a client.? Sadly, more often than not, the guidance given is misinterpreted.? The three reasons the guidance given is misinterpreted:
Emphasizing the point above that “B” players want to improve their abilities is highly commendable.? However they allow the entitlement, lack of patience, and the frustration to generally take them off course during a sale.? This has them reverting back to tactics that are self serving, and lack of integrity.??
Wanting to be at the “A” player level without paying their dues, they will spend their time comparing themselves, rather than focusing on themselves.??
The patience to try something is key, but again wanting instant gratification, without spending the time to adapt an approach often stunts someone's growth during this process.? This is when the frustration begins to hold their career in sales captive.? This then leads to doubt in the ability, fear in never being good enough, and resentment for those who are at a different level.
There are “B” players who have the extreme of the spectrum covered.? They are extremely genuine, kind hearted, hardworking, loyal individuals that want to learn and grow. Driven to be the best version of themselves, and willing to experience the journey.??
OR they are arrogant, delusional, fake individuals driven by outer referral, and are only in it to sell the dream without the belief in themselves or what they are selling.? Driven only by personal gain, and struggle to have a conversation without an agenda.???
“A” Players
An “A” player invests in themselves, without hesitation, or without thinking they know it all.? They enter into those terms with the ability to have critical thinking, but looking at everything with gaining perspective.? Taking what they like, but most importantly discarding anything that is not useful.? Most “A” level players are in a constant pursuit of something with no end in sight.? Some may say obsessed, but in a healthy way.?
“A” players are leaders of conversations.? Evoking thoughts to move a conversation while staying present in a conversation.? Having the emotional awareness to assess, ask questions based on what a potential client is saying, and not making it about themselves is natural.? An area where they may struggle is when they are in talks with someone who considers themselves an alpha.? The fight for the lead can be the majority of the struggle, but “A” players will just remain neutral until the natural rhythm develops.
?Awkward silences, or allowing someone the space to process crucial moments to be felt is where an “A” player feels at ease with.? Being neutral emotionally during vulnerable moments of a conversation allows the person to feel heard and validated in the feelings.
However, an “A” player is not a YES man.? They are often amazing at holding you accountable, and supporting you in pursuit of what you need.? This will build a deeper relationship, and unmatched level of trust during the sales process. The focus is on getting clarity by asking deeper levels of questions to ensure they qualify, comprehend, and ensure they are a fit for the product of service.? If they are not they will generally point them in the direction where they will get the support they need.
An “A” player will not brag about how they handled a potential client.? What do I mean? On a regular basis you will see people bragging about how they handled objections. ? Now that person may be considered an “A” player, but their execution during the sales process is not.? All this tells me is they did not go deep enough during the conversation.? Were they present during the conversation? Or were they sticking to a script??
“A” players are often driven by routines, and processes that create the opportunities.? They thrive at? building relationships that have depth without an agenda. Their level of confidence in themselves can sometimes seem arrogant. ? Generally speaking they are genuine individuals that love healthy competition, and surrounding themselves with like minded people who will challenge them intellectually.? The biggest tool in their arsenal is their intuition, which allows them to develop a line of questions that supports rather than coming from ego.
Lastly, this level of sales person prefers a commission only position.? They do not ask if there is a salary, and like a challenge.? More employers need to go back to a commission only process because this will support them in finding a quality sales person.??
The sales person will view it as if they have more on the line pushing them to make every step count, and yield a higher payout for the company as well as the sales person.?
Final Thoughts
Can you develop a “C” player into a “B” player?? The answer is yes, but the opportunity from a “C” player to “A” player is highly unlikely.? The “B” to an “A” player is an obvious yes.? In at any level, in any scenario to support a top performing team the most important 5 things you must do to excel: