A skill seller is a salesperson that can quickly adapt to buyer needs, new technology and evolving behaviors. They can meet revenue goals by selling to existing accounts, growing their pipeline and winning new business. They can do this by focusing on the most critical skills of sales, like prospecting, managing objections, and collaborating with buyers.
The term “selling” is a broad one that includes many different activities, from generating sales leads to negotiating pricing and closing deals. Having the right set of sales skills is essential for success, and can help you to develop a career as a top performer.
Creating the right sales skills requires a balance of hard and soft competencies. There are technical skills, like cold calling and using a CRM, and non-technical skills, such as building relationships, handling apprehension and listening well. A skilled seller has the ability to flex these skills to match the buying situation, whether they are selling technology, a service or a product.
A good starting point is to look at the most common skill gaps for your team. For example, a common gap is the ability to effectively use the right sales tactics for each type of customer. For low-cost, everyday products, a transactional sales model may be appropriate, where the seller seeks to secure a deal on one call or in a short time frame. However, for more complex and higher value products or services, a consultative sales approach is needed to build trust with buyers, understand their challenges and deliver a compelling value proposition.
Another key area is the ability to manage objections, both routine and unique. The most effective sellers can quickly identify the root cause of each apprehension and find creative solutions that work for both the client and the company. They also have the confidence and capability to share credible evidence that supports their proposed solution, such as existing customer references, reports or studies, getting introduced by a mutual contact, free assessments etc.
Finally, a high-performing salesperson is proactive about filling their pipeline and doesn’t wait until their current opportunities dry up to start prospecting. They implement systems that attract prospects, harness referrals and create a dedicated time to prospecting activity. They are able to connect with existing and potential clients across all touchpoints, including social media, emails, meetings and phone calls.
Lastly, top performers have the ability to collaborate with buyers and partners, resulting in more deals and a higher level of customer satisfaction. They can do this by developing a collaborative sales process that is driven by account maps, working with multiple buyers within a buyer’s organization and taking the principles of consultative selling to a higher level.
In order to be a skill seller, you need to practice your sales skills until you become Unconsciously Competent at them. It’s a bit like learning to ride a bike. It’s not easy at first, but with practice you can master it. The most professional salespeople are constantly practicing their selling skills, identifying areas where they need to hone their craft and leveraging new tools that can improve their productivity. skill seller