How to develop a strategic sales advantage

Managers who believe solely in developing the product knowledge of the sales team will give them the upper hand and increase sales and be disappointed. It may have been a good idea forty years ago, but in today’s environment a customer can get information from the Internet and from their peers, product knowledge is not a differentiator.
In this context, the customer’s perspective is the only one that counts. Product knowledge is essential and can be motivating, but it must be part of a holistic approach; one of which the leading indicator for present and future sales performance is sales competition.
In my opinion, the current level of competition in sales must be at a higher level. Many people are attracted to sales and many try it without realizing that it is not an easy career and end up failing.
Failure can be a blessing for those who end up in a more suitable career. However, for those who manage to continue in sales even though they are not eligible, they experience constant difficulties that affect their behavior. Excuses are commonplace, and their reports tend to be significantly longer than those of sales achievers. The content is stuffed with many words to hide what is really going on.
To develop a strategic sales advantage that results in substantial sales revenue, competition above the norm is required. Sending salespeople to generic sales courses may be acceptable to gain insight, but it will not drive sales competition.
Sales competition in B-to-B sales has six levels:
– Level 6 Professional
– Level 5 High Flyer
– Level 4 Proficient
– Level 3 Disciplined
– Level 2 Rookie
– Level 1 Beginner.

The middle average is Level 3. With fifty-three percent of customer buying decisions attributed directly to the salesperson, there is a real opportunity to create a strategic sales advantage that outperforms competing salespeople when reached. Level 4.

Level 4 and above will require a specific set of knowledge, skills, and attributes that will give you the tools to outsell them.