Ultimate Selling Solutions Blog

Selling-The Overlooked Business Discipline, Part II

This is the second of a two-part series co-authored with Jerry Montgomery, Sales Consultant and Jim Martin, Ultimate Sales Guru in B2B sales. You can find Part I here.

The days of the “good old boy” fast talking, back slapping approach has long past but it’s surprising how much of it you still observe.  Great sellers have two (2) key attributes 1) they develop enduring relationships, 2) they are really great at uncovering customer problems and use that knowledge to properly position their products.

The best sellers in today’s world are in many cases the quietest people in the room but have the greatest awareness of what is going on around them.  One of the best metaphors on selling is “selling is not telling” meaning great sellers do not need to overwhelm the conversation.

Sellers have to sell themselves and their company before they become serious contenders for the target customer’s business.  How do they do that?

  • They have expert questioning skills that allows them to garner more information about the customer
  • The most overlooked skill In selling-they are great listeners, they get the customer talking and this allows them to know more about the customer than their competitor’s
  • They have a very positive company story explaining how their company is a good match for the target customer

If a seller is skillful in these three (3) areas the other parts of selling become easier, especially closing; which is the part of selling most fear and fail at.

In order to acquire the needed information the use of good interviewing skills and listening skills is paramount and you can determine this by using this formula:

or the salesperson talks 35% of the time and the customer talks 65% and that equals a sale

The only job of a seller is to gain a commitment from the customer and to accomplish this it is necessary for the seller to sell themselves and their companies’.

Here are some of the attributes a customer values in a seller;

  • Honesty
  • Trustworthy
  • Polite
  • Likable
  • Integrity
  • Knowledgeable
  • Appearance
  • Positive Attitude
  • Good Judgment
  • Dependable
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Will You Have A Competitive Advantage in 2013?

In B2B sales, competition is always surfacing from various sources with many agenda’s. And, now is a good time to assess how you did in 2012 and prepare for improving your outcomes in 2013.

It may surprise you to learn that your competitive threat may be more than just other vendors. Such as:

  • A passive prospect who ends up doing nothing
  • Your own sales process and how you address competitive threats.
  • Are you proactive?
  • Are you defensive?
  • Do you focus on customer needs, not yours?
  • How else?

Below are a few action items to assist you. They are:

  • Engage both marketing and your field sales team in the process
  • Develop and maintain a current & accurate SWOT analysis's on your competitors
  • Develop and maintain an your internal SWOT analysis by market and by competitor
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Selling-The Overlooked Business Discipline, Part I

This is the first in a two part series co-authored with Jerry Montgomery, Sales Consultant and Jim Martin, Ultimate Sales Guru in B2B sales.

Selling is a critical business discipline that is the most overlooked and under managed portion of small to medium size businesses.  Unfortunately, too many send their support staff and production people to seminars all around the country in order to keep them up to date with the latest information and techniques. They send marketing personnel to trade shows to look at new products and concepts. But what about sales?

Here are some fundamental questions relative to your sales and sales management:

  • How much do you budget for sales training each year?
  • How many years has it been since you provided any type of sales training?
  • If you have provided sales training what has been the follow-up plan to insure the training sticks?
  • How many sales books do you have you seller’s read each month?
  • How do you measure your seller’s effectiveness?


Selling is an art with a lot of science behind the development of sales training programs.  Selling is a teachable discipline and can be learned much faster than other business disciplines if the training is managed and monitored to insure that what’s taught is actually used on a continuing basis. Teaching the basic skills is the easiest part, insuring that follow-up managing and monitoring takes place is a more difficult task and is where most companies fail.

Come back next week to learn what makes a seller an Ultimate Seller.

Need some help in putting an effective training and sales management schedule together for 2013? Contact the Ultimate Seller @ ask@ultimateselling.com.