Three Predictors of Sales Success

by Peggy Klingel

Can you remember the last time you bought a product or service and the experience was so good, you

told friends, family and colleagues they had to experience it as well? If you’re like me, you’re probably

staring into space, searching your memory to come up with an example. If we set aside the online

purchases that we have been trained to expect as a one-click experience streamlined for our limited

attention spans, there was most likely a salesperson involved in your recalled purchase, if you could

think of one.

The salesperson may not have had that title, but they were instrumental in that successful encounter. It

may have been the barista that knows your name and preferred drink with a smile and nod of the head

each morning without you even speaking. You may be thinking of a complicated business software

purchase where a salesperson led a team that got to know you, your team and others in your

organization to customize the solution and help you get it approved internally.

In insurance, we see the growing use of online insurance markets and talk of the declining relevancy of

insurance agents in the purchase experience. You may be one of the fortunate customers with an agent

that knows you, your family and your goals and uses that information to proactively give you options

that protect your way of life. Your agent has your back, and it feels good to know they are taking care of

you.

Three Predictors of Sales Success

These salespeople are not the ones being replaced by online systems and the next new coffee bar that

opens down the street. They provide more than a service. They have become part of your team. We’ve

all heard that everyone in an organization is in sales to some degree, and it’s true, but very few people

study how to be successful in sales. There are many attributes of a successful salesperson. As I’ve

worked with salespeople, the most successful in every industry have had three traits in common:

1. They care about the customer

The top salespeople care and truly want to help. This means they take time to understand the customer,

their needs and what motivates them. These salespeople get their satisfaction from helping the

customer and seeing them succeed. They join forces with the customer to help them overcome a

challenge or to help move their company into a better competitive position. They get excited about

saving them money because they know it will help the customer grow their business. The top

salesperson knows what drives success in their customer’s business and they align solutions to help the

customer serve their customer. This salesperson exists to solve a problem and they enjoy serving others.

2. They know their product and the market

The best ambassadors of a company’s brand know their product or service, their competitors’ products

and services and what’s coming next. They enjoy the industry, believe in their solution and have a strong

conviction that the customer will benefit most by partnering with them. In the few cases where a unique

requirement renders that assumption invalid, the best salesperson will provide advice to the customer

to guide them to the right solution, even if it’s to a competitor. Refer to #1 above: They care. They will

not provide a product that is not the best option for the customer’s needs. This inevitably leads to a

customer that will buy from them as soon as they can and that will refer others to the salesperson

because they trust them.

3. They are always learning

Top salespeople are constantly learning. Not just about products. There are many people that can spew

product facts and figures to customers all day. The top salespeople are learning how to lead teams, how

to engage customers, how to question and get the right information so that they can serve the customer

and provide the best solutions. They are a student of the sales process, of human interaction and

personal development. They never stop learning, growing and improving.

Three Predictors of Sales Success

You may notice that I didn’t mention money. Yes, many salespeople are motivated by money. Having

ambition and a desire to earn commissions, develop a territory and grow customers is necessary for the

role. However, I don’t believe that it’s the primary motivator that results in the greatest long-term

success. The best of the best take this a step further and find that by focusing on the customer first and

their goals second, they experience the greatest success. They develop long-term customers and

relationships that lay a stronger foundation for business growth.

Have you found other traits to be important as well?

About the Author

Peggy Klingel is a transformational sales and business development

leader with a record of building market value. Peggy has over

twenty years of successful leadership experience in sales, finance

and operations and specializes in leading change management,

turnaround and startup growth initiatives.

Email Peggy: PeggyKlingel@gmail.com

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