What 3 Skills Do Successful Salespeople Need?
I’ll never forget when the first 14400 baud rate modem arrived in our office. As a sales manager, I was excited about the possibilities. This modem was so fast we could send emails to the sales force in a matter of seconds! Imagine that!
Then, the 28800-modem arrived, and not long after the 56K modem. With this new 56K speed demon, we could not only send emails to the sales force; we could develop presentations and send them to customers! The customers could read the presentations and send us a reply email back with their orders!
Who needs a salesforce with this kind of technology? Well, that is what most managers wondered in 1990.
Even though technology continued to advance, salespeople are still around 30-years later. In fact, I would argue salespeople are more important to commerce in our globalized world than ever.
Technology has changed the world, and the successful salesperson changed right with it. Today’s salesperson doesn’t look much like the salesperson from the 1980s.
So, with all these technological changes, what skills will a salesperson need to be successful over the next 30-years?
Three Critical Skills
The diversity of industries, products, and channels of distribution has made sales roles incredibly complex. Successful salespeople need a vast array of skill sets to succeed now and in the future.
If you Google sales skills, you will no doubt come across long lists of the needed skills proffered by a variety of experts. However, I’ve found all those long lists of skills can be condensed into three critical skill sets; conceptual skills, technical skills, and human skills.
Conceptual Skills
Conceptual skills, by definition, allows a person to visualize concepts, see patterns, understand abstract ideas, solve problems, formulate processes, and understand how systems, programs, and ideas interrelate.
Generally speaking, conceptual skills are those, which allow the salesperson to think creatively and act strategically. They also allow the salesperson to visualize the entire sales process. This visualization includes understanding the buyer’s needs and knowing where one’s product fits into their needs.
Technical Skills
Technical skills are the required skills to get the job done. They include the techniques, practices, tools, and processes needed by a salesperson to sell effectively.
Technical sales skills vary depending on the industry but commonly include presentation skills, knowledge of the product, knowledge of the customer, analytical and problem-solving abilities, and the ability to use specialized software specific to the industry.
Human Skills
Human skills are those which allow the salesperson to work effectively with and through other people. When defined broadly, human skills are a combination of social, interpersonal, and leadership skills. Typical human skills include communication, empathy, stress management, and conflict resolution.
A sure sign of someone with strong human skills is someone who likes other people and who is liked by them. Think about it, do you know any successful salespeople who don’t genuinely enjoy working with people, helping them to solve problems, and serving their needs? No, I don’t either.
Needs Vary
Not all sales roles are created equal. Some roles require higher levels of technical skills than others. Some sales processes are more complex than others and require salespeople with stronger conceptual skills. However, all sales roles require strong human skills.
The balance between conceptual, technical, and human skills also varies depending on the operation level of the salesperson. Beginner salespeople may need to develop their technical skills. As the salesperson advances to larger, more complicated customers, there is an increased need for strong conceptual skills.
The bottom line is that salespeople have a secure future even in the digital, globalized world of commerce. But only if they adapt and develop the skills that are needed to deliver value to their companies and their customers.
Join the Conversation
As always, questions and comments are welcome. Is there any character trait I described here you think is more or less important than others?
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Category: Salesperson