×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

BtoB

Study: Successful b-to-b salespeople listen

Published on .

Ridgefield, Conn.--Top business-to-business salespeople differ from their less successful peers in seven ``competencies,'' according to a study conducted by Mohr Development, a research-oriented consulting company. The study compared the practices of the top 50% of salespeople with the bottom 50% in 20 companies and uncovered results that challenged traditional notions of effective selling. The seven competencies were: aligning strategic objectives, understanding financial impact, consultative problem solving, establishing a vision, engaging in self-appraisal, listening beyond product needs and orchestrating internal resources. Of the seven, the largest gap between the top and bottom groups was in ``listening beyond product needs.'' Less effective salespeople, the study found, stop after determining expressed client needs, while the others press toward discovering strategic needs and assess client impact.
Most Popular
In this article: