Very Best + Trusted Sales Pros Are The Ones Who (Learn) Help The Most

We were almost about to close the deal. It was basically done. A few years back when I was a global sales executive for a different software company it looked like the deal was in the bag.

In order to help, our head of customer success decided to ruin everything. Maybe not on purpose, but it sure seemed that way. A few weeks before closing, this internal executive leader went to our main promoter and contact without the sales team’s knowledge and made some crazy statements. He made sure that the customer knew that sales team wasn’t very reliable, that we were inaccurate in how we sold, and that the client should reach out to him instead of to the sales team – that “his team” would truly help them. Maybe he had good intentions, not sure though.

Total sabotage. Friendly fire at its finest.

The customer was anxious when I called them. They were scared. They were worried. They didn’t like the feeling of having to play games with a future partner.

When we confronted the C-level executive he denied everything.

We were fuming. We were upset, yet there wasn’t much we could do.

We still haven’t figured out his motivation (besides ego).

Luckily we were able to save the deal, deliver as promised, and grew a mutually rewarding partnership. The foundation of trust built on desired value was still in place. Thank goodness.

In the end, our sales team’s story was more powerful than this so-called leader’s.  

He was later fired.

Everyone is in sales. Everyone in the entire company needs to be on the same page and have empathy and a desire to help the customer. Ego must be forsaken for the attainment of mutual goals.

There is a reason some people are in sales and succeed and others don’t. Yet, everyone can succeed, if they are willing.

What It Takes To Be Exceptional (in sales…)

Research tells you the story that sometimes people overlook.

Dave Kurlan, of Objective Management Group does a lot of research.

In order to figure out what makes the best sales professionals the best, he studies them. After a surveying the results from 511,000 sales evaluations the research concluded that there are 4 main competencies the best (elite, top 5%) salespeople have that the lower 50% does not have.

And it is not even close.

They do these 4 things very, very well:

They know how to find new business.

Some might call them prospectors, or hunters. They have the ability and willingness to reach out to people they do not know, in order to start meaningful conversations. The ability to share ideas with potential clients opens the door to begin the buying process. Without impactful opening discussions, no sale will ever be made.

They know how to qualify.

They make sure they are talking to people who can benefit from the solution and can make the decision to buy it. If there is no purchase, there is no customer. The good thing is, there are so many creative ways to get someone who is not qualified and help them become qualified.  

They know how to consult.

They learn and are curious. Consulting is asking the right questions to understand the client. To consult well you have to be able to diagnose. If you cannot ask the right questions, you will never be able to prescribe the right solution.

They know how to sell value.

Value is determined by the customer, no you as a sales professional. Value is the realization of desired outcomes. Value is stopping pain and achieving growth. Value is when you give people what they need and want to solve real problems. The best sales reps do not sell functionality or even benefits. They sell the result of the benefits that impact the goals of the company and the user. They paint a picture, a picture of value.

The truth is not just in what they do, but how they do it. They do it through stories.

Most of their “selling” is actually just storytelling. They tell meaningful stories that have a relevant impact.

When people listen to or read a story, they usually relate it to their own experiences. Stories summon memories that awaken emotions. The best stories always take buyers on an emotional journey.

When you tell great stories and bring your future partners on an emotional journey, they don't just understand the functions and benefits, they can see themselves achieving the results they need.  They can see it, they can feel it and see it.

Sales is all about connection. Stories help people connect emotionally and physically with the desired future state.

If you want to learn how to sell better with stories, read these two books:

• Sell With A Story by Paul Smith
• Seven Stories Every Sales Person Must Tell by Mike Adams

The best sales reps are the ones who tell the best stories.

Stories help the most. You can learn to tell stories.

The stories are used to drive the four most important skills every sales rep needs. They need the ability to:

1. Find New Buyers (read this book: Fanatical Prospecting by Jeb Blount)
2. Qualify The Buyer (read this book: High Profit Prospecting by Mark Hunter)
3. Consult (read this book: Gap Selling by Keenan)
4. Sell Value (read this book: Eat Their Lunch by Anthony Iannarino)

If you can do those four things with stories, you will help so many people. You will be able to solve problems for your clients, influence better decisions, and help your company succeed as well.

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