IMPROVEMENT IN CRITICAL SALES SKILL #1: BUYER/SELLER RELATIONSHIP
BUYER/SELLER RELATIONSHIP is the salesperson’s knowledge of and ability to use a sales methodology to navigate through each of the customer’s incremental buying decisions in the proper sequence. When salespeople do this correctly, they experience an improved ability to gain commitments while building a lasting relationship with the client.
REMARKABLE FINDINGS ABOUT BUYER/SELLER RELATIONSHIP SKILLS IN THE DISTRIBUTION INDUSTRY
- Distribution was on par with the Universe in Knowledge scores therefore skill gain was nearly equal (58% vs 59%).
- Application scores were on par with the Universe as well and gains were nearly equal at (65% vs 64%).
The Distribution Industry started with selling skills that were equal to the Universe. It appeared that Distribution salespeople were receiving some level of sales skills training prior to this training initiative. Final Knowledge and Application scores were on a par with the Universe. For the most part, distribution mirrored the Universe.
Overall skill gain was significant at 89% (slightly higher than the Universe at 86%). Key skills that were enhanced included Sales Call Planning, Presentation Skills and Gaining Commitment. Many of the salespeople in Distribution see themselves as “pure salespeople” and some resistance was evident when pre-sales training scores were lower than the salesperson expected. However, the increases in sales performance improvement from the elevation in selling skills was greatly appreciated because salespeople in Distribution are heavily compensated for improving sales and margins.
About Duane Sparks
Duane Sparks is founder and chairman of The Sales Board, the authoritative source of practical and leading-edge information about the art and science of selling. He has created Action Selling sales training products and learning systems that transform sales organizations. Duane is author of these best-selling books: Action Selling, Selling Your Price, Questions (the Answer to Sales), Masters of Loyalty (How to turn your sales force into a loyalty force), and Sales Strategy from the Inside Out (How complex selling really works).
Discover how the best sales training process can make spectacular improvements in sales skills. Action Selling: How to Sell Like a Professional (Even If You Think You are One).