Part 4: 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 fourth sales behaviour, it is a CADENCE (rhythm) behaviour:
"Focusing on spending time with the right customers and developing relationships with a broad range of contacts across their business."

This behaviour is the reason why high performers seem to be in the right place at the right time. They always focus on those customers and prospects which have the highest potential, based on their business needs, their position in their market and the offerings your company has now and will have in the near future. These are the are best customers for your organisation, they have high potential.

The high performers identify their high potential customers and prospects and then plan to have regular contact with them. They stick to their plan and they don't compromise their call cycles. We see many mid-level performers skip meetings with their prospects when they are under time pressure. This negatively impacts their cadence (business rhythm) and this lack of consistent coverage means their insight is out of date.

Focusing time and activities with the key stakeholders across your high potential customer and prospect organisations allows you to build insight and position the value your offering can deliver. High performers connect with the people that see their offerings as important and the people that will most benefit from their offerings.

Pushing up the customer management structure is also important to make sure you cover all bases. If you are concerned about getting people's noses out of joint if you go above them, just ask yourself: "How you would feel if your competitor was engaged with the senior people and you weren't?"

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

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