Recent research highlights a significant challenge for UK SMEs, with 68% struggling to source skilled staff, including in sales roles.
The digital era has transformed the business landscape, particularly impacting how salespeople connect with customers. Understanding what makes a good salesperson in 2024 and the skills necessary to generate successful leads is crucial for business success.
Steve Harlow, Chief Sales Officer at Sopro, emphasises the essential skills every successful salesperson should possess and how to implement them effectively.
Social Prospecting
Using social networks strategically, social prospecting enables sellers to establish connections and build relationships with potential customers. By leveraging social prospecting and virtual selling, salespeople can enhance their credibility and forge strong relationships with customers.
Buyer Research
Effective selling starts with understanding the buyer. This involves more than knowing who the customer is; it includes creating an ideal customer profile (ICP). To begin, salespeople should analyse their current customers to identify those generating the most value.
Storytelling
Storytelling in sales is about crafting engaging narratives that appeal to potential customers. It involves more than recounting experiences; it brings features and benefits to life, putting them in a relatable context for customers. Mastering storytelling can turn a standard proposal into an engaging story that captivates and closes sales.
Product Knowledge
Extensive product knowledge enables salespeople to accurately convey the advantages of their products to potential customers. It also equips them to handle customer requests and address concerns raised during the sales process.
Adaptability
Sales professionals must adjust to the ever-changing sales landscape. They need to step out of their comfort zones and experiment with new tactics and resources to determine what works best. Continuous learning about market prices, sales techniques, and engagement methods is essential. The most skilled salespeople stay aware of new challenges and trends in a constantly evolving industry.
Steve Harlow states, “A good salesperson must be equipped with the necessary knowledge and tools to be productive. There are various skills a salesperson needs and different tactics they can adopt to engage with customers effectively and drive sales.”
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