I recently came across an article on a prominent business magazine’s website about an extensive research project conducted by two business professors, both PhDs. Their goal was to scientifically identify what made a successful salesperson. Here’s what they “discovered”.
The project started with the researchers attending a slew of sales meetings in a variety of industries. They observed and interviewed over 800 sales professionals. They then analyzed the “sales personalities” of these 800 sales professionals and identified eight distinct classifications, each representing a predominant method of selling. These classifications had such names as socializers, closers, aggressors (price negotiators), and story tellers.
Then they used statistical analysis to correlate these eight types to long-term sales performance. Their findings led to the conclusion that one personality type was more effective at selling than any other. Not surprisingly, after all the research and analysis, they identified the most successful sales personality type as what they called the “EXPERT”. These sales types knew their products, their company, and their industry. Salespeople in this category were trusted by their customers, easily overcame objections, and were highly prepared for every meeting. They were also the best at solving customer problems. By no means were the EXPERTS unsociable or unable to pitch a product, but their tour de force was a deep level of knowledge.
This seems pretty self-evident to me. Knowing what you’re talking about and being able to solve my problem as a customer counts more than the ability to deliver a good sales pitch. It always has, especially in the long run.
There’s no place where this is more true than in the groundwater industry. Time and again we’ve proven that as a rule, our homeowner customers don’t know much about their own water systems–they count on us to know their system for them. Knowing your stuff counts just as much when you’re in front of a municipality, a farmer, or a business, too. It inspires confidence, and it comes from experience, training, certifications, trade shows, and state associations. When you know more, you sell more. But I’ll bet that’s something you already knew.