Part 3: The 7 key sales behaviours that drive high performance


Since February 2012, 100's of high performance B2B sales people have completed a Diamond Assessment. Over this period, we have established that there are 7 key behaviours that drive these high performers. Whilst the behaviours vary across difference industry sectors, these 7 behaviours always seem to rise to the top.

Over the next few weeks, we will reveal these 7 behaviours to provide our audience with an opportunity to crack the code on how to achieve high performance sales results. As these behaviours are revealed, have a think about how consistently you undertake each behaviour in your role, and when you undertake the behaviour, how effective you are.

Then, select one or two behaviours to focus on over the next two months. Make sure that you review the behaviours and plan on how you will apply them each week. At the end of the week reflect on how these behaviours impacted on your performance. You will find that as your sales performance improves, the better your sales results will be.

Sometimes improving performance is a simple as focusing on and applying specific behaviours. It is not uncommon for us to see improvement in sales results of 15% to 20% quite quickly.

Here is the third sales behaviour, it is an CUSTOMER VALUE behaviour:
"Articulating the value proposition to customers backed up by relevant examples."

This behaviour is one of the key differentiators the high performers use to achieve greater margins, they sell on measurable value, not price. We have seen significant higher margins being achieved by high performers against their peers because they have broader, deeper insight, they translate this insight to a relevant initiative and they can clearly articulate the value proposition to the customer. 

They then provide proof of their claims based on real examples of the value delivered to the customer including the measurement from the customer's perspective.

High performers also go the extra step of not only articulating the direct value the offering will deliver, but will expand the discussion to elaborate on the consequential (or knock on) value that can be realised. This is achieved by identifying what other benefits can arise as a result the initial direct benefits.

Articulating the successful application of offerings in the marketplace is critical to the success of the high performers. They can tell stories with relating examples which are relevant to the customer, thereby allowing the customer to see just how the offerings will deliver value to them.

Look out for the fourth sales behaviour in a couple of weeks.

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