What makes a good Sales Guy?

I came across some research the other day which quoted “A very high proportion of those engaged in selling cannot sell.” Whether that means they have landed themselves into a job they don’t want, or they just don’t have that get up and go, companies today must be wasting a large amount of money and manpower. With that said, how can the effectiveness of a salesperson be maximised to ensure companies are getting the best return on investment? I have come up with 5 key points which I believe makes a good sales guy, ensuring continuous success in making those important sales.

  1. Driven & Resilient

A salesperson must be driven. It doesn’t mean they should be driven by money, this comes as a reward of doing an excellent job, and I think most sales people are driven in doing a good job. A driven salesperson will wake up in the morning with the energy to do tasks that are often quite difficult; pipeline generation is a great example. They must be driven in being strategic about who and what they talk to people about, spending time researching and finding out what they might be interested in. Resilience also fits in here, salespeople need to be prepared for being knocked back a few times at the beginning, but they will need that drive to build up momentum to continue trying to get the sale. The best salespeople today are always looking to up their game, never satisfied in their progression as a salesperson. They need to ensure they can not only get in front of the buyer, but have the drive to close that deal and create a continuous relationship with the customer.

  1. Structure and Process

These two are really important. This doesn’t work for some people, they simply can’t approach sales or the job they do in a structured way. However, if you have a product and have some use cases of how that product works, and then apply these messages from the product and the use cases to your target audience enough times, you will end up being successful. That’s why structure is important. What this does is it builds up a volume of opportunity, and out of that you can then go through the process of closing them, achieving your sales target.

  1. Being organised

This again is another important trait. What tends to happen is salespeople go through the process of having a lot of sales opportunities they need to manage, and what they can sometimes do is spend most of their time working on just one or two of these, and in some instances, these opportunities may not come to fruition. What they need to do is to be organised on where they spend their time and work across a broader range of opportunities. If a salesperson is disorganised and throws all their efforts into one or two, and they don’t happen, they will end up with a shortfall. Customers will only buy from someone they have confidence in, so if a salesperson is really disorganised, customers will see that and won’t want to buy from you.

  1. Trustworthy

Salespeople have got to do what they say they are going to do! When someone buys something, they trust that it will do the job it is intended for. That goes for anything and salespeople must ensure that what they promise to their customers is the truth. Generally, if a customer believes in you, and what you are selling will fix the problem they have, they will buy from you. If for any reason they don’t believe you are genuine, you’ve then got a problem.

  1. Knowledge

If we take Fusion as an example here, having the knowledge to ensure how our product set benefits the outcomes that customers within the IT Service Management and IT Operations Management world care about is key to our business. Whether that outcome is driving down the cost of resolving IT related issues, being able to deliver a better customer experience to their internal IT consumers, or optimising the cost of Service Management, what we want from a Fusion salesperson is to sit in front of the customer, be able to understand their issues and can then relate that back to the BMC Solutions or Salesforce product set. We ensure all our salespeople get the knowledge they need to manage and deliver complex, large business and enterprise solutions, and that they are fully trained to help organisations drive automation, make better use of service data, improve self-service and customer experience.

Sunil Duggal
UK Sales and Marketing Director

Follow me on Twitter @SDuggalFusion

By Daniel Swann