Your Behaviour in Sales Defines Your Success
Shawn Casemore
Keynote Speaker, Sales Kickoff Speaker, Sales Training, Sales Coaching. ?? Enabling B2B Sales Leaders and Sales Teams to Achieve Unstoppable Sales?. ??Author of The Unstoppable Sales Machine.??
In the 1970s, psychologist William Marston suggested that each person has one of 68 possible combinations of behaviour traits, which he grouped into four broad categories: dominance, influence, steadiness, and compliance.
From a sales perspective, his insights help uncover a threat to our success, which is that our own behaviours directly influence the success of our relationships.
In other words, we are all drawn towards those who have similar behaviours to our own.
Over the years (and years) of working with and training sales teams, it’s evident that top sales performers tend to have distinct natural behaviours that set them apart from others in their sector.
For example, someone who is a top performer selling financial services or medical equipment will have some natural analytical behaviors, supporting them in preparing and sharing research and information with prospects as part of their sales process.
Sales professionals who sell commodities like steel sheets or construction equipment will have behaviors that support strong relational skills, helping them in quickly building multiple relationships with stakeholders.
Am I suggesting that an analytical person can’t sell construction equipment?
No. But they likely won’t be as successful as someone who brings strong relational skills.
Similarly, a salesperson working in the financial services sector who focuses mainly on building relationships won’t be as successful as someone in the same field who uses a combination of relational and analytical skills.
You see, selling requires you mimic the behaviours of your prospect.
This can be extremely difficult (although not impossible) if you do not have similar natural behaviours.
Here’s my point.
Success in selling requires that you judge the best-fit sector or industry for your behaviours.
If you are highly analytical and you are selling mainly to prospects who are not, you’ll find selling in that environment much more challenging.
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But if you match your natural behaviours with those of most of your prospects, you’ll have the winning combination of being a top performer.
What behaviours do the majority of your prospects have?
P.S. Are you looking for a speaker for your sales kickoff meeting? Someone who can motivate your team, while enabling them with actionable strategies they can apply immediately.
If so, check-out this brief video, and let’s connect to discuss how I can make 2025 your team’s best year yet!
Also, I’m looking to connect with three established Vice Presidents of Sales, who want their team to improve their closing ratios and bring on bigger customers in 2025.
If you know someone who might be a good fit, send an email to [email protected].
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