5 Steps to Consistently Achieving Exceptional Sales Performance 

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Consistently achieving exceptional sales performance can seem like an elusive goal! 

However, with the right strategies and mindset, it is entirely achievable. We caught up with Glen Williamson, CEO of Kiss the Fish Training to share his thoughts on the five critical steps business should take to not just meet, but consistently exceed sales targets. 

“Many businesses tend to dive straight into selling, forgetting about the essential foundations that can help you get there much more quickly and enable you to maintain consistent performance.  These five steps are interdependent and collectively contribute to a high-performing sales strategy – and implementing these practices can transform your sales outcomes, leading to sustained success and business.” 

  1. Continuously Improve Your Sales Process

“Your sales process should be giving you information every day that will help you to sell quicker, more often and at increased margins” – reveals Glen.  

A well-crafted sales process is the biggest contributor to consistent sales performance. It harmonises the language used to progress sales strategy, helps you to better understand your customers and clarifies why prospects stall in the pipeline. It also helps you identify the competencies lacking in the sales team and boosts credibility and authority when selling. If your sales team is not strong at creating value for your customers and identifying what true value is and how your customers measure it, the answer lies first in your sales process. 

Sales processes are too often under-defined, but by breaking down the steps, plays and stages with your buyer in mind, you constantly harness best practice and improve your approach to selling 

  1. Know Your Customer Inside and Out

The seller with a 360-degree understanding of their customer easily outsells all other sales profiles. When a seller fully understands their customer and what drives and constrains them, they can get involved in the conversation their customer is having in their heads. This is the sales conversation. One where the seller works with the buyer’s perspective, builds on and introduces new perspectives, makes them aware of the value of taking action in a certain direction, then facilitates the taking of the action that makes the most sense for the customer.  

To do this, sellers must understand their buyer personas and build buyer-persona based Value Propositions that form the inner framework for their sales conversations. Then develop their skills in managing conversations using powerful questions to fully understand their customers and prospects, while building trust. 

  1. Blend Training and Coaching in a Continuous Development Program

Train your sales team regularly and hold them to account on demonstrating the functional and behavioural skills that your competency framework demands. Remember, training on its own is relatively ineffective. It should be reinforced by a structured, competency based coaching program that embeds the training and ensures clear return on investment is achieved.  

Your sales team is your most valuable asset. Your investment in them should reflect this. The question is not whether they can deliver results; it is, can you afford for your sales team to leave so much money on the table in a complex, competitive world.   

  1. Be The Expert

In this age of information, your customers need more than helpful information from sellers. They need professionals to demonstrate expertise and provide insights that help them to reach their goals and gain a competitive edge. The modern seller should be an expert in the areas of product, market and customer knowledge, and have objectives to maintain their levels of knowledge.  

In this way, they take control of the conversation and guide the customer on a journey to buying value and become the go to resource for buyers in the future as they were able to show that they cared enough to do their research and develop their knowledge and skills. Make no mistake, buyers seek out experts, not salespeople.  

  1. Leverage Technology and Data Analytics

Leveraging technology is not optional but essential in today’s digital world. Customer Relationship Management (CRM) systems are invaluable tools for managing customer interactions and tracking sales activities. These systems help you organise and analyse customer data, streamline processes, and improve customer service. 

Data analytics plays a crucial role in understanding sales trends, customer behaviour, and performance metrics. By analysing this data, you can identify patterns and insights that inform your sales strategy. Personalising your sales approach based on data insights enhances customer satisfaction and drives sales. 

One final thought from Glen, “Remember, consistency is key. With these strategies in place, your business is well on its way to not just meeting, but consistently exceeding its sales targets.” 

Happy Selling! 

Get in Touch Today

If you want to find out more about sales training and coaching for your team, developing Sales Playbooks and The Art of Selling Academy, you can find more here https://kissthefish.net/the-art-of-selling-academy/ – or simply email Glen directly at glen@kissthefish.net 

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