How to be a good salesperson in 5 steps and 4 rules

A sales professional is the key piece for the entire commercial process to work, especially when this professional is qualified, adding even more value to this process.

Several characteristics, personality aspects, learning factors lead a sales professional to be a good salesperson, and they are fundamental in building this career.

Qualities, characteristics and strengths of a good seller

Salespeople who have the best qualities, the characteristics most in line with the company’s sales process, the most assertive skills stand out in the job market.

Companies are looking for top sellers in the market, who stand out, so that having them in their process becomes a real competitive advantage.

For this it is necessary:

  1. Develop knowledge of the product and the market in which you will be inserted;
  2. Be an authority;
  3. Be didactic and focus on results;
  4. Negotiation;
  5. Good communication like the salesperson of Blue World City.
  6. Understand and know how to apply sales techniques
  7. Know how to build Rapport;
  8. Willingness to learn more and win more and more;
  9. Compassionate Competitor;
  10. Organization;
  11. Humor;
  12. Patience;
  13. Problem solving skills;
  14. Optimism;
  15. Character;
  16. Posture;
  17. Intelligence;
  18. Honesty.

How to Be a Good Salesperson in 5 Steps

1# Build a process

A sales process needs to be well-structured to function at its best, with cadences, defined steps, visibility, and that it is organized enough to avoid problems during the buying journey.

• Well-defined steps

Define the development steps of your sales process, from start to finish, plan how it will work to better visualize what that journey will be like for both you and your customer.

Study about the market, about your customer profile, about everything you can to add the information you will have when building a sales process based on your customer, and define those steps better according to the needs of each one.

• Cadences of Engagement

Structure your cadence flow in the sales process, it will have a much better chance of success if you have a well-structured engagement cadence flow.

Make follow ups, customize contacts according to your customer and his sales process, most buying journeys require several follow ups to actually materialize.

• Visibility of indicators

Using the visibility of indicators is one of the best ways to have visibility of the sales process in general, after all indicators can provide better analysis of results, predictability and development.

Metrics are essential to monitor the sales process, and having better visibility of them ensures that this process prevents failures and is more functional, in addition to allowing you to see where improvements and repairs need to be made.

2# Develop technical and interpersonal skills

• Hard Skills

Hardskills are technical skills that are gained through experience and are measurable.

Use a qualification methodology like the team of Capital Smart City, to look for learning that will add value to your experience as a sales professional.

Learn to close doors and understand that new opportunities can arise at any time, it is important to be aligned with your present and future goals, according to what you want to achieve in your career as a salesperson.

• Soft Skills

Soft skills are skills that require use and training to be developed and cannot be measured. The more training and the longer the better.

Learn to build rapport, as it is the technique used to create a relationship of harmony and empathy with a client, with other people. Where this customer starts to trust the seller, he starts to believe that he can deliver valuable solutions, and that he will solve the problems addressed.

Using active listening is essential to collect information that even the metrics do not reveal, in order to develop from them skills and techniques to be used in your favor with clients.

3# manage your Deal flow

Dealflow calculates the number of prospects your business intelligence team will need to capture so you can get the expected number of customers to reach your goal.

Maintaining a dealflow organization is essential for your sales process to be well structured and avoid unexpected surprises

With structured dealflow, it is possible to monitor whether the sales team is reaching the best performance, and thus act as quickly as possible to organize itself and resolve the situation.

4# be collaborative with related areas

• Help SDR do a good job

SDRs play a huge role and need to be very well aligned with the role of the seller.

So, a good salesperson can help an SDR do an even better job, helping to improve communication, build expectations, and weekly alignment meetings.

In creating workflows, discussing effective approaches for both, reviewing lead lists, analyzing flow of those inbound leads, tasks like these when being aligned can ultimately help to do a great job for both of you.

•Have an SLA with the marketing team

The sales and marketing team needs to be aligned to better develop the company’s overall strategies.

The marketing need to be on top of which are the customers’ pain, which is easily identified by the commercial team.

And the sales team needs to reach their goals, and marketing is able to carry out the survey of new leads, carry out publicity campaigns to further boost the raises of hands.

• Ensure a good pass of baton for the service team

Ensure that when passing the baton to the service team, everything is aligned, that the product really can solve that customer’s pain and will generate good results and benefits.

The salesperson needs to have this process very clarified during that customer’s education, where he will present the benefits of the product and show that his pain will be resolved.

In addition, this process of educating the client contributes to gaining his confidence in your solution and the results he will obtain with it.

5# know your product but make sales about people

Having knowledge of the product is essential to sell it, this is one of the first steps to success, knowing everything about what you deliver to your customer.

And above all, have complete confidence in your solution when selling it, which is fully noticeable to a customer, so if you don’t trust what you give them, they’ll probably have a hard time trusting it too.

So, when selling a product, think about how that customer might feel, he needs to capture the message you want to convey, how he can best understand what you need to communicate to him.

Make your sale not only about your product, but about people, about personalizing the contact with that customer, about how your approach will be effective and thought out according to the scenario in which he is inserted.

how to be a good seller

Tip: Find out how people buy

First, the main result of the survey is: your convincing power is always less than your self-convince power. All your potential customers need to be convinced of something and you are just one of the ways to help them get there.

However, demonstrating a product and its features ran into a huge hurdle: many people don’t know they have a specific problem.

So if you’re selling a carrot cutter that’s more efficient, you need to convince someone that being slow to cut carrots is a problem, not that your cutter has a softer shank or sharper blade.

There is only one occasion where features become a reference when choosing: when prices are the same or very close and what you offer is irrelevant.

This tactic is called DAI, or Differentiation by Irrelevant Attribute, and I understand it a little better after I saw Gustavo Caetano comment on it.

A good example of the use of DAI, and mentioned by Gustavo himself, is that of toothpaste. Why do you pay 15 cents more for a toothpaste with mint crystals?

In general, they don’t improve your breath or leave your teeth or mouth cleaner than regular toothpaste. However, you feel that there is more value in a special toothpaste than an ordinary one, right?

Now, when we talk about more complex or innovative solutions, sometimes we end up bumping into the lack of knowledge of potential buyers and that’s what you need to resolve to become a good seller.

Content Marketing and the good seller

If we analyze cases of companies such as Rock Content and Digital Results, we realize that they entered emerging markets, where few people understood why having a Content Marketing strategy (Rock Content) or a Marketing automation solution (Digital Results).

However, both relied on their own Content Marketing and Marketing Automation strategy to establish themselves and scale in the market.

For both Rock and RD, using their own solutions at home (eat your own dog food) was once big marketing on how you could be successful using them, but they only achieved such a scale thanks to the first step: o Content Marketing.

The definition of top-of-the-funnel content is precisely to draw the attention of leads to a problem that you or your solution can solve.

Soon, they brought a new way of selling to the Brazilian market, using the internet as the main means of acquiring customers.

And how can you do it?

Establishing a Content Marketing strategy is not up to just one seller, despite the fact that the entire commercial team benefits from it.

Also unaware of this, Neil Rackham needed to propose something allied to the classic model of active prospecting, which later began to be reformulated also with the insertion of new technologies and which, today, we know as Outbound Marketing.

For the author of SPIN Selling, a seller does not need to declare or present many things. He just needs to ask at the right time.

And the questions are a trigger, they start a process of reflection on customers, which leads them to think more about specific situations that your product could help them.

This is how they recognize existing problems and come to see value in what you offer. In order for the process of conviction to be even more forceful, Rackham defined four steps and most of them are aimed at recognizing the problem:

SPIN = Situation + Problem + Implication + Need Payoff

Situation: Situation questions help the salesperson understand the context of the lead and define the best roadmap to follow. They already direct the lead’s reasoning to a certain area or activity.

Problem: here, you direct the lead, looking for a reasoning that leads him to conclude that there is a problem to be solved. A good technique at this time is the “Small Yes”, where you ask quick questions, in sequence, with “Yes” or “No” answers.

This type of posture leads the lead to agree with you about the scenario described, acknowledge the problem, and still generate credibility.

Implication: Now that the lead recognizes the problem, they need to see how dangerous it will be not to solve it. After all, knowing that a problem exists doesn’t guarantee that you’ll see the implications of keeping the problem running.

For example, if your shower is leaking water, you might argue that you don’t need to fix it because the water is cheap, but what if the water doesn’t run down the drain and flood the house?

The implication must take into account all possible consequences, helping the lead understand the real value of your solution.

Need: In the end, you need to make sure he understands the need. In the previous step, you planted the seed and then reap the fruit.

If he understands that water leaking from the shower can flood an entire house, what does he need to do to stop it? Buying a new shower? Fix the existing shower? It’s up to you to direct the questions to what you’re selling.

How to be a good seller using SPIN

The most important principle for effective SPIN Selling is that you lead the entire conversation, so you can ask the questions and direct the lead’s reasoning according to your will.

This is the new salesperson and only in this way will you be able to gain credibility. To achieve this status and be able to lead the negotiation, every sales consultant needs knowledge about the market and product they are selling.

Therefore, you need to structure a complete sales training, going through sales techniques and explaining to them how it is necessary to become a sales consultant, being an aid in the decision process.