The Seven Virtues of a Successful B2B Sales Person
While in the USA recently, I came across Dr. Patrick Lencioni’s new book “The Ideal Team Player.” His insightful treatise on the 3 virtues of an ideal team player got me thinking about the “Virtues of a Successful B2B Sales Person.”
Having interviewed, hired, trained, coached hundreds of sales people across many ethnic and organizational cultures, I have added additional virtues to Dr. Lencioni’s three. Let’s start with his insights and how they apply to hiring solid successful B2B sales people. Firstly, Lencioni believes that virtues are not inherent traits but are embraced through life experiences, work history and personal growth.
Humility is the first virtue. This may seem strange or contradictory for sales success as salespeople need to show confidence and bravado! In the sales world, this virtue translates into be a secure sales person. They know their success is based on collaborating, sharing and trusting in others to win the deal.
Hunger is the second virtue. Successful sales people are always hungry! This virtue is easily observed in B2B salespeople who are teachable, hungry to learn, hungry to prospect and expand business, hungry for the next opportunity to bring success to customers and their sales organization. Those that lack the hunger virtue rarely achieve excellent sales results.
Smarts is Lencioni’s third virtue. This is not about IQ but common sense. Sales people with smarts are analytical, ask good questions and are willing and able to collaborate and be engaged in productive conversations. I might call this mental horsepower. I also believe that sales people with smarts are quick learners who can take the knowledge they learn and apply to everyday sales situations.
These three virtues in unison are crucial for B2B sales person success. I wish to add a four more based on the unique nature of B2B sales.
Commitment. B2B sales people are committed for the long haul. Their personal commitment is for customer success employing their products or services, commitment to a B2B sales process, and commitment to persistence over a longer sales cycle found in B2B sales.
Evangelism. This is simple. The B2B sales person truly believes in their product or service for the benefit and success of their customers. They personally identify and are proud to be associated with their solutions that solve customer problems.
Utilitarian. Effective sales people do not like to waste time or money, theirs or their customer’s. They are efficient in sizing up prospects, look for productive and creative ways for their product or service to help customers to success.
Finally, all successful sales people I have encountered can Influence. They have the ability to interact with customers across cultures to persuade them to buy their solutions. The sales person’s influence is based on healthy interpersonal interactions that lead the customer to invest in solutions that are helpful and ethical without manipulation. Influence is helpful leadership putting the customer first.
Don’t make the mistake of interviewing B2B sales people for skills, process and past performance, but dig deeper and uncover their personal virtues and how they align to the “Seven Virtues of B2B Sales Person Success.”
Have a great week doing what we love to do – helping customers make mutually beneficial buying decisions employing knowledge, skill, process AND virtue!