There’s a tendency to think of B2B sales reps as all being relatively the same. In a best-case scenario, of course, you have a team full of sales superheroes. However, based on a fascinating study of more than 6,000 B2B sales representatives around the world conducted by the Corporate Executive Board, it turns out that there are actually five different kinds of B2B sales reps, each with his or her own way of closing the sale:
The “Hard Worker” is always willing to put in the extra work to close a sale, doesn’t give up easily, and is extremely self-motivated. This is the type of person who may not be the world’s greatest natural salesperson, but who does well by simply sticking to it for so long and so hard. Sooner or later, a deal is going to close if you make enough calls.
The “Problem Solver” is focused on details, attempts to address customer issues quickly and promptly, and places a lot of importance on the post-sales follow through. This is the type of person you can imagine showing up at a meeting with all the data and product specs, having an impeccable command of all the facts, and responding to questions raised during any call or meeting within hours.
The “Relationship Builder” tries to be everyone’s best friend, focuses on customer needs, and is willing to put in a lot of time to close a sale. This is the type of person you can imagine splurging on some impressive business lunches, slapping people on the back all the time, and picking up the phone immediately whenever you happen to call.
The “Lone Wolf” is self-assured, confident and prone to follow his or her instincts, rather than sticking to a sales script. From the perspective of management, this person might be difficult to control – but the results can be worth it.
The “Challenger” takes a unique perspective of the world, loves to debate things, and understands the customer’s business so well that he or she is willing to push and prod the customer more than the other sales reps. This is the type of person who some people might view as pushy, but that many others will find to be a breath of fresh air – someone who tells it like it is and isn’t afraid to step on a few toes.
There are merits to each of these profiles, of course, but guess which one of these does best, at least according to the Corporate Executive Board? That’s right, the “Challenger” – and that’s because B2B sales can be such a complex, competitive industry. You have to be constantly challenging clients to get out of their comfort zones. It’s great to build relationships, solve problems and work hard – but you also have to know how to push the client to make the transaction.
In fact, according to Corporate Executive Board (CEB) data, nearly 40 percent of all top sales reps are “Challengers.” And the reps that focus on building relationships? Yes, they come in last, representing just 7 percent of all top performers. Within your organization, you want more “challengers” than “relationship builders.”
That’s somewhat counter-intuitive – but hints at the difference between selling “solutions” and selling “products” – you need someone who can take control of the sale and tailor it to the specific needs of potential customers.
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Dane
Dane Cobain is a published author, freelance writer, book blogger, poet and (occasional) musician from High Wycombe, UK. Before going freelance, he worked as a social media marker, now specialising in writing about publishing, technology and marketing.