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New Business Development Sales Rep Profile:
Compare High Performers to Low Producers

Position Overview: Requires excellent customer relations skills focused on working internal systems on the customer’s behalf and effectiveness at explaining and clarifying issues to the customer; this is driven by the desire to increase business and the ability to work long hours when necessary.

Productive Skills: Six characteristics will predict sales rep success in this sales position. Review below how top sales performers will differ from lower performers.

EFFECTIVE NETWORKING

Takes a proactive approach to business/social interactions; will expand contacts consistently; is comfortable meeting new people and stimulating the conversation

HIGHS

  • Prefers to take the lead in social interactions and is quite comfortable ‘working a room’ as he meets people and puts them at ease
  • Moves easily between people or groups both familiar and unfamiliar to him as he notes opportunities for potential business dealings in the future
  • Enjoys socialization, sharing information about himself and asking questions about others to ‘break the ice’ and initiate a conversation

LOWS

  • Tends to hold back in social situations until others demonstrate interest
  • Is more at ease interacting with established and familiar acquaintances while he scopes out opportunities to develop new contacts from a comfortable distance
  • Prefers the role of observer in social interactions
  • May not be comfortable making social small talk without first rehearsing or scripting what he is going to say


PROBLEM-SOLVING

Objectively analyzes a problem situation and takes steps to provide a solution; identifies the root of the problem before pressing for a resolution; remains engaged until a solution is reached; tries to see all sides of the problem and thus understand others’ assessment of the issue or response; takes personal responsibility for identifying a resolution

HIGHS

  • Objectively isolates and defines problem areas clearly
  • Determines the true nature of the problem rather than deal with its symptoms
  • Is willing to ‘think outside the box’ to find a solution
  • Displays sensitivity and genuine interest in understanding others’ perspectives and will not ignore their concerns
  • Regards any problem as a challenge to be met with eagerness and enthusiasm
  • Remains engaged until a problem has been resolved
  • Takes personal accountability for the result

LOWS

  • Can be biased and make judgmental or inappropriate assumptions without analyzing the situation objectively
  • May press toward resolution without identifying the root of the problem
  • Becomes wrapped up in his own views and loses sight of how others may see the problem or response
  • Becomes frustrated with solving the same or similar problems over and over again
  • Tends to take complaints and problems personally and feel oppressed by them
  • Sees problem resolution as an inconvenience and a distraction
  • May oversimplify a problem and its solution and disengage his efforts before identifying a satisfactory solution
  • Resists taking ownership of the solution


QUALIFIES PROSPECTS WITH STANDARD PROBES

Uses a formula or series of questions to determine the prospect’s fit with the product; expects to sell to the majority of prospects since they are known to need the seller’s products; reacts quickly and objectively to the answers to standard probes by disqualifying the prospect or proceeding through the selling process

HIGHS

  • Probes with tough questions around profitability, capacity and readiness to buy when evaluating a prospect for potential business opportunities
  • Uses a formula approach to qualifying prospects that addresses typical interest points, such as price and ability to deliver
  • Does not allow his time to be consumed by prospects who should be disengaged or deferred based on the quality of business they will provide
  • Remains emotionally detached from the prospect’s situation, allowing him to stay objective in assessing the potential for profitable business

LOWS

  • Uses his interest in a prospect’s needs or problems or his compatibility with contacts as the criteria for spending time with them in the selling process
  • Finds it difficult to narrow his focus to the quality as opposed to the quantity of the business available
  • Exhibits too much optimism and not enough pragmatism to cut loose potential business that would not be profitably serviced
  • Finds it difficult to be objective in assessing the potential of demanding or challenging contacts


COMMITS TIME AND EFFORT TO ENSURE SUCCESS

Thrives on working; tends to achieve higher results in direct proportion to the time he is willing to commit to his work; remains focused on the goal and is not easily discouraged or distracted; uses work as an opportunity for interaction and incorporates interpersonal contacts into task accomplishment; sees work as a major source of personal satisfaction

HIGHS

  • Commits time and resources to results accomplishment that surpasses what is just acceptable or expected
  • Is dedicated to achieving business results, even at some personal sacrifice
  • Defines himself to a great extent by his work and derives personal satisfaction from his success and accomplishments in his career
  • Builds into his schedule the time required to lay the groundwork and develop the plans for achieving his work objectives
  • Retains control of his objectives by preparing action steps and evaluating his progress
  • Remains focused when the commitment to his work is threatened by internal or external distractions
  • Enjoys finding opportunities to mix personal interaction with goal accomplishment

LOWS

  • Seeks a balance in his professional and personal commitments that inevitably limits the time and resources devoted to his work
  • Is more inclined to work a set schedule of hours than to commit resources as required by the objective
  • Distinguishes personal time from work and career commitments and is not likely to make consistent sacrifices in his personal life to accommodate extraordinary advancements in his work objectives
  • Becomes distracted by unexpected obstacles or may not effectively plan to deal with his job demands
  • May not recognize that opportunities to advance his goals can be present in the personal interactions that occur in the workplace


CLOSES THROUGH LOGICAL, INCREMENTAL STEPS

Reinforces the purchase decision with a series of logical reasons that support the sale; moves closer to a purchase decision in a multiphase sale by setting an objective for each encounter and gaining agreement at each of the milestones in the process; provides ammunition for the buyer to justify the cost and defend the purchase within the customer organization; encourages a buying decision by demonstrating future savings and ease of transition to the proposed system; keeps the sales process from stalling by taking control and focusing the customer on the incremental steps leading to a buying decision; remains patient but focused on reaching the end result

HIGHS

  • Bases a logical appeal on the demonstration of future savings and ease of transition to the proposed system or benefit
  • Provides the buyer with purchase justifications that may be needed to reach a buying decision or sway additional influencers
  • Breaks the sales process into manageable steps, seeking continued agreement from the customer at each step before moving on
  • Continually checks the customer’s understanding of how their needs would be satisfied
  • Reaches agreement on the concept or pilot test, with a contract coming later
  • Recognizes that the close is soft, but remains focused on accomplishing that result
  • Asks for the opportunity to begin the project or deliver the benefit

LOWS

  • Makes an emotional appeal for the buying decision, using the strength of the personal relationship that has developed as the basis for a commitment
  • Emphasizes the potential loss due to inaction versus promoting the potential benefits gained by acting on the purchase decision
  • Unknowingly loses customers early in the sales process because he does not continually assess their commitment throughout an extended sales cycle
  • May lose patience in a long sales cycle and rush the customer toward a purchase decision when it is more appropriate to test the water and give the customer more control through trial closes


OPPORTUNISTIC

Is spontaneous and flexible; tries the untested when standard procedures or methods for satisfying a need will not suffice; takes action so that opportunities will not slip away due to procrastination; offers ideas or suggestions in a timely manner; builds trust through a candid and unguarded approach; is comfortable exploring new areas and experimenting with new ideas

HIGHS

  • Spontaneously seizes opportunities presented and takes full advantage of them
  • Capitalizes on unexpected events or circumstances and turns them into an advantage
  • Has the propensity to immediately exploit unexpected, timely opportunities and circumstances as they occur
  • Values what has proven successful in the past but is willing to stretch past comfortable or known methods to meet customer requirements in spite of extra pressure or risk
  • Comfortable speaking his mind and suggesting innovative or creative ideas
  • Builds immediate trust and rapport by presenting a visible and candid agenda

LOWS

  • Focuses on preventing mistakes and protecting against the downside
  • Is unwilling to risk public failure and will usually look for the safest or surest way to avoid failure
  • Exhibits a strong need for control and a reticence to implement new methods until they have been proven
  • Can appear unwilling to offer ideas without due consideration


MAXIMIZES RESULTS BY SYSTEMATICALLY MANAGING AN ACCOUNT PLAN

Consistently meets or exceeds sales targets through personally controlling the critical aspects of the sales and delivery processes; systematically works each account plan and anticipates problems in order to work around them; is driven to win customers’ attention and treats their business as an honor, never letting them feel taken for granted

HIGHS

  • Meets or surpasses his sales goals as a means to gain more freedom and independence
  • Maintains personal control over those aspects of the sales and delivery process identified as top priorities
  • Sets high expectations for himself and holds associates to the same stringent standards of dedication
  • Expects to encounter barriers a fair percentage of the time and prepares to deal with setbacks or delays in order to ensure the success of his plans
  • Concentrates full energy and attention on systematically accomplishing key tasks
  • Places his customers on a pedestal and shows them how valued they are

LOWS

  • May adopt a casual or relaxed approach that fails to project personal commitment or dedication
  • Is comfortable with achieving average results, rising above the bottom of the performance chart but not striving to be the best
  • Adopts a more interdependent and team-oriented approach to accomplishing goals
  • May depend too much on fate or ‘being in the right place at the right time’ rather than plan and work to make things happen
  • Expects his account management plan to proceed without the need for careful monitoring and contingencies
  • Can take customer relationships for granted and may not work at continually demonstrating his appreciation for the business


DRIVEN TO PRODUCE BY INCREASING SALES TO EXISTING ACCOUNT

Motivated to advance in a sales career by increasing the product diversity offered to existing accounts; concentrates on finding avenues to generate increased sales from established accounts; works to increase revenue by identifying additional products to complement what is currently sold to the existing customer base

HIGHS

  • Driven to generate growth through account penetration and referral and directs effort toward building sales
  • Unwilling to settle for maintaining the status quo in generating revenue or increasing sales just incrementally
  • Prefers the efficiency of increasing sales with existing customers to spending the time cultivating new accounts
  • Takes advantage of opportunities to penetrate existing accounts via new product applications
  • Builds business with existing accounts by utilizing creative means to answer their needs with his products

LOWS

  • May be satisfied with moderate growth in sales
  • Diverts resources from his sales effort to respond to administrative tasks
  • May offer what is familiar to existing customers rather than build a repertoire of products or services that can match additional needs


WORKS THE SYSTEM FOR THE CUSTOMER

Shows skill and ease at working in groups; works with others to achieve better results and forges close working relationships and alliances in order to get things done; is quick to cooperate versus expect others to bend to his wishes; supports joint ownership and shared recognition for results; recognizes the advantages of group participation in planning and problem solving

HIGHS

  • Works collaboratively in a group effort to effectively accomplish a goal or task
  • Puts team and management objectives ahead of his own
  • Performs own role effectively on the team and helps team members as needed
  • Forges working relationships and alliances with others in order to get things done
  • Willing to compromise and give others the benefit of the doubt when he disagrees
  • Proactively shares information, ideas, suggestions and support
  • Encourages joint ownership and shared recognition for results

LOWS

  • Functions as more of an individualist than as a team player
  • Finds it simpler or more convenient to focus independently on his own tasks or direction
  • Prefers to exercise personal control over results and outcomes
  • Is more likely to emerge as a leader than an equal player
  • Believes compromise for the sake of cooperation can potentially threaten the quality of the end result
  • Wants to be personally recognized for individual contributions


EDUCATES CUSTOMERS THROUGH STRUCTURED TRAINING

Helps the customer to gain maximum benefit from the product or service by committing to continuous education that provides information updates or product training; prepares more structured sessions to cover the most critical areas of learning; stays on top of information needed by customers in an effort to serve as a resource; takes responsibility for motivating customers to update their information; reinforces shared information through periodic repetition; routinely adjusts education process to address individual and group progress or understanding

HIGHS

  • Prepares scheduled and consistent programs to train or educate others
  • Establishes measurable criteria for assessing progress in the learning process
  • Demonstrates patience and a willingness to repeat or reinforce ideas and information until the audience understands
  • Focuses training sessions on those competencies that will make a difference in the group’s ultimate effectiveness
  • Concentrates more on the results produced or change accomplished through his training than with how attractive or entertaining the training can be

LOWS

  • Prefers one-on-one training or a more loosely organized curriculum to the structured requirements of a scheduled class session
  • Expects the people he is training to be self-motivated to learn and becomes impatient when required to repeat or reinforce information he has already covered
  • Does not implement a tracking process for assessing the effectiveness of his teaching efforts or the progress of his trainees
  • Enjoys working on content delivery and may be more concerned with the audience’s assessment of his public speaking skills than with the subject matter
  • Tries to make the training entertaining at the expense of providing only relevant information


PROMOTES CUSTOMER RELATIONS BY SOLICITING FEEDBACK

Seeks customer feedback regularly to verify satisfaction and uncover minor issues which could escalate if left unattended; solicits suggestions for continuous improvement and demonstrates personal attention to the customer even when there is no problem; listens to feedback without judgment or defensiveness, remaining focused on results rather than personal feelings; stays logical and objective and refrains from expressing personal frustrations to the customer; ensures future business by anticipating and removing potential sources of dissatisfaction

HIGHS

  • Demonstrates continued personal attention to the customer, calling regularly and soliciting suggestions for improvement
  • Is disciplined and consistent in initiating contact with the intent of monitoring satisfaction and detecting potential problems
  • Welcomes opportunities to demonstrate his willingness to make the customer’s experience even better
  • Aims emotional intensity at addressing a customer’s needs or concerns, not at the customer personally
  • Does not allow the mood or feeling about a customer to alter the degree or quality of the follow-up
  • Maintains a business relationship versus a social relationship in 90% of the contact

LOWS

  • Assumes that a customer will make him aware of problems but is otherwise satisfied
  • Tends to ‘let sleeping dogs lie’ and is reticent to probe for problems that may be in the early stage of development
  • Finds it difficult to keep emotions in check and remain logical when presented with suggestions for improvement
  • Takes customer feedback or criticism as a personal jab and may inappropriately display a negative response


RESPONDS AT ANY HOUR

Organizes time to cover ongoing priorities and will make arrangements to cover whenever absence is unavoidable; understands that rewards are commensurate with effort and invests the time to get the job done; uses time efficiently during regularly scheduled hours so that extra hours are not inevitable, but is responsive to additional requirements or demands when necessary

HIGHS

  • Makes himself available after hours to respond to the needs of both internal and external customers
  • Organized and efficient in how he spends his time during the day so that the need to work unscheduled hours is the exception rather than the rule
  • Resists the distraction of nonwork-related issues that can interfere with his coverage of ongoing priorities
  • Accepts that his strong sense of duty to those who are counting on him cannot always be met during regular working hours
  • Prepares a back-up system to cover unpredictable or unpreventable overloads in his absence

LOWS

  • Believes his personal time is off-limits and may resist interrupting his leisure activities to deal with work demands
  • Loses control of his action list and can become overwhelmed by ongoing priorities, making the inevitable extended hours a continuing source of frustration
  • Allows outside distractions, commitments or time demands to consistently take priority and prevent an efficient use of his time and resources
  • Fails to put into place systems or resources to cover customer needs when he is unprepared or unavailable
  • Prefers to personally handle all customer requirements, creating delays in the response time when he is not available to take immediate action

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