Part 5: The 7 key sales behaviours that drive high performance


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 past few weeks, we have revealed the first four key behaviours to provide our audience with an opportunity to crack the code on how to achieve high performance sales results. Please 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 fifth sales behaviour, it is another CADENCE (business rhythm) behaviour:
"Working with relevant metrics to track and improve performance."

This behaviour is another reason why high performers achieve great results consistently. They work well in an environment of measurement, e.g. Key Performance Indicators. They plan for the results they want to achieve by including metrics such as:

  • The number of prospects they need to contact each month by market segment

  • The number of opportunities they need in their pipeline

  • The value of the opportunities at each stage of their pipeline

  • The number of active customers they require

  • The average growth of their customers

  • The number of new business wins

  • Their close rates, etc

These metrics are all set against planned priority lists and actions that they will take in order to achieve their desired metrics.

High performers respond well to the measurable challenges they have set for themselves (these are usually higher than the targets that have been set for them) e.g. sales revenue targets month-on-month, product mix shifts, margin improvement, etc. They are quick to establish changes to run rates (either going up or down) that are not expected. They review the numbers regularly to make sure things are on track and they also look for patterns and trends that they can leverage from. This might include an increase in the run rate of certain product lines or customers in a particular market segment.

Working toward achieving these KPI's is key to a high-performers success. They understand that if they can achieve their leading indicators, the numbers will look after themselves. Their attitude is that if something can't be measured it loses much of its perceived value.

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

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