In my previous blog How Do You Identify a Sales Leader from Another Sales Professional, I wrote about my personal observations on the traits of a Sales Leader.
Here, I would like to provide some scientific evidence to back up that blog. There have been many tests and studies done on discovering the personality types of a Sales Leader. Here are the results from research by Professor Steve W Martin, USC Marshall School of Business:
1. 91% of top sellers had medium to high scores of modesty and humility
Contrary to conventional stereotypes that successful salespeople are pushy and egotistical, 91% of top salespeople had medium to high scores of modesty and humility. This is for two reasons – to make the client feel that the sale was his wise decision! And show their colleagues and team that they value their support. Research also shows that customers feel alienated by salespeople who are full of bravado.
Personality Trait and effect on Sales Success: Team Player. As opposed to establishing themselves as the focal point of the purchase decision, top salespeople position the team (presales technical engineers, consulting, and management) that will help them win the account as the key.
2. 85% of top sellers were highly conscientious
Essentially, that means that don’t leave anything to chance. They research, study and think about how they can help their customers make a good business decision. They keep things moving, involving the right people at the right time and realize that the worst position to be in is to have lost account control and to be operating at the direction of the customer, or worse yet, a competitor.
Personality Trait and effect on Sales Success: Account Management. The Sales Leader takes charge of the sales cycle process in order to control their own destiny. These salespeople take their jobs very seriously and feel deeply responsible for the results.
3. 82% of top sellers scored extremely high curiosity levels
Sales Leaders want to learn more—about their customers, market, products, value propositions, triggering events, the buying process and the individuals they deal with. Because of this natural curiosity, they are more questions, particularly high-value questions, and are better prepared with solutions. 82% of top salespeople scored extremely high curiosity levels.
Personality Trait and effect on Sales Success: Gathering Requirements. Because they exhibit a high level of curiosity, they have an active presence during meetings which in turn drives them to ask more questions and learn more. The more they know the better solutions they can provide.
4. Top sellers were 30% less gregarious than average sellers
Many Sales Leaders I have known are introverts! Many Sales Professionals try being very friendly and put more focus on being “nice” to the customer so that they can create a relationship. But many relationships created on this basis actually give the customer the upper hand and at stages like negotiations, it is likely to hurt the Sales Professional as they find it tough to get customers off their status quo and they are scared to rock the proverbial boat.
Personality Trait and effect on Sales Success: Confidence. Being professional and maintaining that relationship actually gives dominance to the Sales Leader to gain the confidence of the customer and get them to follow his advice!
5. 84% of top sellers scored very high in achievement orientation
The Sales Leader is one who has a clear goal in mind and has planned how to get there. They have given a commitment and will achieve it by any means possible. This allows them to pre-plan and ensure that they seek out possible blocks and have solutions to get past them. They always have a Plan B and a Plan C and continuously measure their performance in comparison to their goals.
Personality Trait and effect on Sales Success: Target Orientation. Because they are focused on achieving the final goal, they know how to seek out the decision maker and make their plans accordingly! How many times we have heard Sales Professionals tell us that the Sale is practically closed and then find that they have only convinced the lower contact who now has to go up the ladder – all the while the competition was working on the right contact!
6. 90% do not get discouraged
The Sales Leader is usually a positive figure. They plan, they work their plan and usually meet with success! But irrespective of the result, only a few feel discouraged – they learn from any failures and ensure that they put that aspect into their planning.
Personality Trait and effect on Sales Success: Competitiveness. I have invariably found that the Sales Leader is one who is able to take setbacks in their stride! Many of them are into sports and are used to winning and losing. This allows them to unemotionally analyze situations and get the best out of them.
7. 95% are not Self-Conscious
This is a tricky one – not being self-conscious means that they do not get easily embarrassed which again allows them to ask more questions; they are curious without worrying whether they are being stupid! But it does not mean they are thick-skinned – they are sensitive but have put their egos behind.
Personality Trait and effect on Sales Success: Aggressiveness. The Sales Leader knows that to be successful, he needs to be talking to the right people. Whether this is a C level officer or someone lower down, the Sales Leader is not afraid of calling cold. They believe in their product and are comfortable that they can make a difference to the customer.
So, is there really someone like a Sales Leader? Yes, of course there is and you will find them in all companies. They are the ones that given the same sales tools, level of education, and opportunity are successful where others fail. Why? Well, all evidence suggests that it is their personality traits that play a critical role in determining their success.
EmergWay Academy has a unique Sales Leadership Training Program that focuses on building the “human skills” which will allow a sales professional to become a sales leader. You can visit www.emergway.com to learn more or contact me at Senthil.Kumar@emergway.com