Which Sales Person is the Most Successful?

Who is the most successful sales person? Is it the salesperson with:

1. the best product knowledge
2. the best sales skills
3. the best customer knowledge
4. the best looking
5. the most likeable

According to a couple of articles in the Gallup Management Journal (http://gmj.gallup.com/default.aspx - subscription required), by Benson Smith, co-author of Discover Your Sales Strengths, none of the above factors differentiate the most successful salespeople from the mediocre. This is not to say that the first three factors are not important. They are important. However, they do not differentiate the best from the rest.

A company that Gallup has studied tested all of its sales employees on product knowledge at an annual sales meeting. Much to the company's surprise, its top performers didn't score any better on product knowledge exams than did the rest of the sales force. The company also had each of the representatives perform in role-playing scenarios only to find out that their best people didn't necessarily give the best presentations either. And many of their superior producers didn't follow the company's scripted sales presentations. Even more surprising, the best reps didn't necessarily know more about their customers than did the rest of the sales organization. If you objectively look at your own selling organization, you will likely draw the same conclusions.

While factor #4, best looking, has been shown to impact pay levels and hiring decisions, Gallup research did not find top performers were any "better looking" than average performers. Other studies have shown similar results for likeability.

After researching over 250,000 sales reps, Gallup found that the following factors differentiated the best sales reps from the average reps:

The talents most predictive of success in these sales roles had to do with motivation, an ability to build trust quickly, and a willingness to ask for commitments.

If you manage a sales force or the sales process is a significant part of your job responsibility, I highly recommend you pick up Discover Your Sales Strengths and take the online test to identify your top five talents. Well worth your time.

If you want to learn how you can build higher levels of trust, more quickly, read more of this blog and check out my Terrakon sales and internet marketing website.

Best Regards,

Rob Reed