Elite Salespeople are 26 Times More Effective at This Competency Than Weak Salespeople

Posted by Dave Kurlan on Tue, Aug 14, 2018 @ 11:08 AM

pitcher

As you know, I'm a baseball guy.  I wrote the best-selling book that merged baseball and selling, my son is a ranked high school catcher and I use baseball analogies in many of my articles.  With apologies to soccer, hockey, football, basketball and golf fans, no sport is more analogous to selling than baseball.

Before we get to sales and the data, let's take a quick dive into the most important skill position in baseball, pitching.  Even that's a sales word!  Pitchers don't have to throw hard if they have great control and effectively and consistently locate their pitches.  Hard throwers don't need to be as precise as long as they have a second and third pitch to keep the hitters off balance.  Pitchers who throw hard, locate their pitches and have a 4-pitch mix are elite.

One group of special pitchers are the closers.  They typically enter games in the 9th inning, throw hard and close out the game.  For example, Craig Kimbrel, the Boston Red Sox closer, has been such a guy.  Entering play on August 14, 2018, he has appeared in 49 games, pitched 49 innings, has amassed an amazing 75 strikeouts and has saved 35 games in 39 chances.  At the other end of the spectrum, less effective pitchers usually fail in the closer role because they don't dominate the hitters.

Pivot to sales.  Elite salespeople don't need to close and weak salespeople suck at closing.  Want proof?  Let's review some data from nearly 1.8 million evaluations and assessments of salespeople conducted by Objective Management Group (OMG).  You can see and play with the data here.

closer-competency-1

Only 108,000 out of 1,800,000 salespeople are strong at the closer competency and 63,000 of them are from the elite top 5% and the next group of 20% who are strong.  This proves that salespeople who are strong at the 7 Sales Core Competencies that precede closing don't need to be strong closers.  Those 7 competencies are:

  • Hunter Competency
  • Sales Process Competency
  • Relationship Builder Competency
  • Consultative Seller Competency
  • Value Seller Competency
  • Qualifier Competency
  • Presentation Approach Competency

The data also proves that the remaining 75% of salespeople who are serviceable or weak and also ineffective at most of the 7 Sales Core Competencies that precede closing, can't close even when they try!  Closing is so overrated!

Join the discussion of this data on LinkedIn.

Image Copyright iStock Photos

Topics: closing deals, sales core competencies, Dave Kurlan, objective management, OMG Assessment, delayed closings

Eliminate Delayed Closings Once and for All

Posted by Dave Kurlan on Mon, May 14, 2018 @ 06:05 AM

leavesA long time ago I realized that in the suburbs outside of Boston, new leaves reach full size each Spring on May 11.  This year, with the cold April we endured, May 11 came and went and the leaves were delayed.

That said, spring leaves on May 11 are exponentially more predictable than pipeline opportunities.  Why might an opportunity not close when it was forecast to?

Technically, there are seven possibilities:

  1. Closes as forecast and you win.
  2. Closes when forecast and you lose.
  3. A short delay that you will close
  4. A short delay that someone else will close
  5. A long delay that you will close
  6. A long delay that someone else will close
  7. A delay of any duration that results in no decision.

And why might those conditions apply?

  • Your CRM application wasn't configured to properly calculate the projected close date
  • Your sales process/CRM application does not include a scorecard that scores and predicts a win
  • The opportunity was not thoroughly qualified because the salesperson:
    • didn't know how
    • wasn't aware of the need
    • fear or discomfort
    • ignored what the prospect said
  • The salesperson had happy ears

The statistics on 1.7 million salespeople evaluated and assessed by Objective Management Group (OMG) show us that only 27% of all salespeople have the Qualifier Competency as a strength.  The top 10% of all salespeople only have an average of 77% of the attributes of a Qualifier and all salespeople average 53%.

The same statistics show us that only 30% of all salespeople have the CRM Savvy as a strength.  And the top 10% of all salespeople only have an average of 64% of the attributes of CRM Savvy and all salespeople average 43%.

And 27% of all salespeople have the Milestone Centric Sales Process as a strength while the top 10% of all salespeople only have an average of 66% of the attributes of the Sales Process Competency and all salespeople average 49%.

Of the nearly 6,000 candidates that were assessed in the past 4 weeks for sales positions, 38% of them "think it over" when making major purchases.  That makes them vulnerable to prospects who wish to think it over at closing time, extending the sales cycle, and causing a delay. because they "understand."

See OMG's statistics in all 21 Sales Core Competencies and filter by industry as well as your company.

Preventing delays can't always be avoided but more thorough qualifying makes a huge difference.  The key is asking more questions.  When you think you have asked enough, there are always a few more you can ask.  For example, in this article, the difference between "nice to have" and "must have" are often the difference between delays and closes.  This article shows that the when salespeople meet with the actual decision makers they are 56% more likely to close the business.

Image Copyright iStock Photos

Topics: qualifying, delayed closings, steps in a sales process, sales CRM, Dave Kurlan, OMG Assessment

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About Dave

Best-Selling Author, Keynote Speaker and Sales Thought Leader.  Dave Kurlan's Understanding the Sales Force Blog earned a medal for the Top Sales & Marketing Blog award for six consecutive years. This article earned a Bronze Medal for Top Sales Blog post in 2016 and this one for 2017. Read more about Dave.

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