27 Sep The DNA of a Top Sales Performer: 4 Strategies for Success
By: Matthew G. Hallett | Bobby Hoffman, Ph.D.
There are many factors that impact a salesperson’s success. Some of these factors are within a salesperson’s control such as the number of calls made, or the number of appointments scheduled. However, there are many other factors that are beyond a salesperson’s direct influence such as economic conditions, industry regulations, or taking over a historically low-performing territory.
However, one attribute of top performing salespeople defies external influence and is completely within the control of every salesperson. Many top sales performers become successful not because of sheer luck or chance…but because of a specific set of strategies they adopt and embrace.
Mapping Best Practices from the Rich and Famous
While researching content for his first book, Motivation for Learning & Performance, leading motivation and performance expert, Dr. Bobby Hoffman, interviewed a number of famous individuals from all walks of life – including convicted investment advisor Bernard Madoff, former NFL superstar Nick Lowery, “Curb your Enthusiasm” actress Cheryl Hines and millionaire poker play Alec Torelli, to identify best practices related to superior performance.
During these interviews, Dr. Hoffman uncovered that regardless of each individual’s background, they all adopted a specific set of strategies which lead to their success. Through my experiences training, coaching, and working with hundreds of salespeople across a variety of different industries, I’ve noticed that these exact same strategies are utilized by top salespeople. Here are four strategies that separate top performers from the rest of the pack:
1. Successful salespeople are intentional.
The first step toward being successful in sales is a well-thought out plan for how to achieve the desired sales result. The individual sales plan serves the important purpose of bringing to the forefront of consciousness what one is trying to accomplish and how.
The plan gives the salesperson constant awareness of both the goals he/she intends to reach, the strategies he/she will use, and the activities he/she will need to execute along the way. The salesperson’s business plan serves as a personal blue-print and a constant reminder that gives the salesperson focus, while also reinforcing the notion that top performing salespeople don’t just haphazardly achieve quota every quarter…instead they control their destiny.
2. Successful salespeople are not always successful. They fail at times and let themselves learn when they do.
Top performing salespeople have a degree of realism about what they do. They understand that regardless of intention, effort, or ability, obstacles will be encountered.
During Dr. Hoffman’s interview with actress Cheryl Hines she revealed how she was rejected for dozens of roles before landing her first paid acting job. Even now as an established Emmy-winning actress Cheryl knows that part of her success is being cast in the right role. In other words, she learned from rejection and uses rejection as a catalyst to achieve her personal objectives.
Former NFL star and Kansas City Hall of Fame placekicker Nick Lowery missed over 100 field goals in his career, despite retiring with the best field goal accuracy percentage in NFL history. Defeat or rejection was not seen as failure by Nick, but instead perceived as an opportunity to do things differently, use different strategies and learn from the agony of defeat.
Top performing salespeople perceive rejection the same way. Top performers expect rejection, view it as part of the game, but see it as a valuable learning experience. This is why many top performers take the time to reflect and analyze why a potential deal was lost, as it gives them clarity and insight into what they need to do differently next time.
Rejection gives top performers valuable feedback to hone and refine their craft to become even better.
3. Successful salespeople admit errors and know when to cut losses.
Capitalizing on failure requires the willingness to reveal our vulnerabilities and admit to others that we are not perfect. Rather than conceal vulnerabilities, top sales performers strive toward perfectionism by setting and working toward reaching stretch goals. Successful salespeople have a deliberate focus on improving upon one’s previous performance, not ruminating about lack of perfection.
Knowing when to cut losses is a hallmark trait of top performers. Poker expert Alec Torelli will rarely play a questionable hand to conclusion because he knows that recognition of situational failure is a large part of his ultimate success. Likewise, top performing salespeople will rarely invest significant amounts of additional time in pursuing an opportunity that has a low chance of becoming new business. Knowing when to cut losses and move on to the next opportunity is a large part of a top salesperson’s success.
4. Top performing salespeople are not closed-minded, they are open to constructive criticism and actively seek it out.
Avoiding scrutiny and negative comments is not an option for the peak performer. The drive to constantly improve demands the willingness to embrace negative feedback, repress defensive and emotional reactions, and demonstrate the openness to do things differently. The most successful salespeople actively seek feedback and guidance from a knowledgeable other or a sales coach.
Even the oft-maligned financier Bernie Madoff told Dr. Hoffman during an interview that he sought counsel during his advisory escapades, but sadly Madoff rejected the advice that might have prevented his monumental downfall and eventual 150-year incarceration.
Do You Have a Team of Top Sales Performers?
Take a look at your sales team. How many of your salespeople demonstrate these characteristics? Sales is changing…and our salespeople must adapt to these changes. Adapting to change means that salespeople take an active role in their personal development, think critically about decisions, and make sure they use a repertoire of strategies to accomplish their sales objectives.
As sales leaders, we cannot default to the way we did things in the past. The things that have gotten us to where we are at today, aren’t enough to sustain us for the future.
The things that have gotten us to where we are at today, aren’t enough to sustain us for the future.
Sustained motivation requires an unrelenting fixation toward reaching our goals. The most successful salespeople would not and do not accept anything less.
About the Authors:
Matthew Hallett is a Management Consultant and Sales Trainer and helps companies increase sales results through improving sales performance. He has trained and worked with sales teams across a variety of different industries including: technology, healthcare, manufacturing, economic development, financial services, and retail. Matt is a LinkedIn Influencer and posts regular insights and articles on Sales and Sales Management. For more insight on improving sales results, follow Matt on LinkedIn.
Dr. Bobby Hoffman is a motivational researcher, Psychology Today columnist, and author of many articles and books on the science of motivation. In conjunction with the release of his new book “Hack Your Motivation” in May 2017, he is offering a number of free online consultations to discuss motivational challenges you or your organization may be facing. Register here. If you liked this article, follow Dr. Hoffman on Twitter @ifoundmo and @hackmotivation for daily strategy updates to enhance motivation and performance.