| Why is it that some sales professionals are much | | | | thinking skills, market knowledge, persuasive |
| more successful at selling than others? Often this | | | | communication capabilities, and creativity. |
| success can't be attributed to better education or | | | | Which Styles Work Best? |
| training but something less obvious. Putting a 'label' | | | | Using three of these five selling styles will result in |
| on a behaviour or approach can help identify | | | | average sales results. The Relationship Selling, |
| development gaps and focus future training to | | | | Technical Problem-solving, and Account Servicing |
| increase the performance of each sales | | | | styles are necessary components for most sales |
| professional. Recent research has identified five | | | | positions. If a sales professional does not have |
| different selling styles. To make the grade, sales | | | | solid proficiency in each of these three styles, he |
| professionals need to use at least three of these | | | | she may struggle to gain the respect of the |
| styles. To be highly successful, sales professionals | | | | customer. The outstanding sales professionals, the |
| should use all five styles. | | | | individuals who consistently "knock the cover off |
| Five Sales Styles A recent study of sales | | | | the ball", bring something in addition to these three |
| professional in the medical arena has revealed five | | | | styles to their selling. They display a strong |
| primary selling styles: | | | | combination of the "fire in the belly" Assertive |
| The Relationship Selling Style: | | | | Style and the "learned" Business Partnering style. |
| This style is all about cultivating a close, personal | | | | At their very core, all outstanding performers |
| rapport with the prospects and customers. | | | | display a strong desire to succeed. They are |
| Relationship sellers are known for their friendliness | | | | extremely competitive, goal-focused, and |
| and outgoing personalities. | | | | accountable. They utilize an abundance of tenacity, |
| The Technical Problem-Solving Style: | | | | energy, and intensity to drive bottom-line success. |
| Sales professionals who are experts on their | | | | Beyond this "warrior" mentality, these sales |
| products and are able to educate their audience | | | | professionals also display a greater ability than |
| on the details of their offerings are practitioners | | | | others to consult with their customers. They are |
| of the Technical Problem-Solving style. These | | | | attuned to the business strategies and growth |
| individuals tend to be quite analytical, and they | | | | plans of their customers. They recognize and can |
| excel at establishing technical credibility in front of | | | | persuasively communicate how their company |
| their prospects. | | | | and products can add value to the customer's |
| The Account Servicing Style: | | | | business. They are active students of their |
| Sales professionals who use this selling style focus | | | | industry and marketplace, and they are viewed as |
| on keeping existing customers happy while asking | | | | true business partners by their customers. |
| for more business. This service-minded style is | | | | Developing a Repertoire of Styles To raise sales |
| built upon a foundation of responsiveness, | | | | performance, sales professionals should think |
| proactive follow-up, and a strong commitment to | | | | through: |
| doing what is right for physicians and their | | | | |
| patients. | | | | 1. Which style(s) am I most dependent on? |
| The Assertive Style: | | | | 2. Do I ever over-rely on one style to the |
| Assertive style sales professionals sell through | | | | detriment of the others? |
| strength of personality. Strong assertive style | | | | 3. Based on my market and my success rate, on |
| reps typically bring that difficult-to-train, "fire in the | | | | which styles do I need training and development? |
| belly" approach to the work. They are extremely | | | | 4. Which styles do the top-performing sales |
| competitive, self-assured, intense, and assertive. | | | | professionals in my organisation utilize, and which |
| The Business Partnering Style: | | | | styles can I emulate? |
| Sales professionals who establish a business | | | | By understanding an individual's unique selling style |
| consulting relationship with their customers employ | | | | and analyzing the gaps that exist between |
| this style. Business Partners understand strategic | | | | themselves and the best performers in their |
| issues and market conditions that influence | | | | company, the sales professional can seek the |
| business practices. They excel in helping their | | | | training and advice they need to help build their |
| customers "grow" their businesses. Successful | | | | repertoire of influencing styles. |
| business partners display excellent big-picture | | | | |