The Problem with SalesCompanies are investing more than ever in sales training, but performance isn't improving. Just 9% of sales meetings end in a sale, and only one out of 250 salespeople exceed their targets. What's going on? Researchers observed 800 sales professionals in live sales meetings to understand the gap between investment and performance.
The Best and the RestThey identified seven behaviors, of which only four were actually related to sales success. By mapping how salespeople relied on each behavior, they discovered eight types of salespeople. But only three were consistently effective, and they only made up 37% of the sample. The remaining five types of sales people — the other 63% — fell short.
http://hbr.org/web/extras/the-t...with-salespeople/1-slidethe Best 37% of the salespeople in our sample were in this groupExperts 9%
Closers 13
Consultants 15%
the Ineffective 63% of the salespeople in our sample were in this groupStorytellers 7%
Focusers 19%
Narrators 15%
Aggressors 7%
Socializers 15%
Despite the reputation most salespeople have of being socially gifted, it turns out that
Socializers are the worst-performing when it comes to making the sale.
Storytellers talk a lot, but danger for
storytellers is that they pay too much attention to past customers, and not enough on those sitting in front of them.
Narrators hew too closely to their prepared marketing materials and their rehearsed sales pitch.
Focusers, convey all of the technical aspects of their offering, and may not hear customers' needs.
Agressors approach every sales meeting as a pure negotiation on price.
Fixing the Problem with Sales TrainingResearchers found that a disproportionate amount of training is allocated to presentation and rapport skills, as well as the actual sales pitch. Since everyone gets this training, these skills have been commoditized. Adding training on the key skill of rising to the challenge – that is,
overcoming customer objections on the fly, the skill that all three of the "good" salespeople excelled at – would be a smart reallocation of training budgets.