WEBVTT NOTE This file was generated by Descript 00:00:02.050 --> 00:00:05.649 Salespeople know how tough it can be to turn a conversation into a deal. 00:00:06.449 --> 00:00:06.770 Only 9. 00:00:06.770 --> 00:00:11.719 1 percent of meetings result in a sale, and just one out of every 250 00:00:11.719 --> 00:00:13.150 salespeople exceed their targets. 00:00:14.049 --> 00:00:15.510 What they don't know is why. 00:00:16.790 --> 00:00:19.859 Lynette Riles and Ian Davies observed hundreds of live sales 00:00:19.860 --> 00:00:21.719 meetings in search of the solution. 00:00:23.049 --> 00:00:26.849 They rated salespeople on their ability to secure next steps, close to the 00:00:26.849 --> 00:00:28.915 next stage of a deal, Or make a sale. 00:00:29.865 --> 00:00:33.165 Patterns began to emerge in the deployment of certain skills, and 00:00:33.165 --> 00:00:35.444 the result is eight sales archetypes. 00:00:36.395 --> 00:00:40.385 Unfortunately, only three of them are consistently effective accounting 00:00:40.385 --> 00:00:42.545 for 37% of all salespeople. 00:00:43.685 --> 00:00:48.865 Out of the 23 sales skills tested only seven had a significant impact on success. 00:00:50.485 --> 00:00:54.684 The most effective salespeople, only 9% are so skilled and 00:00:54.684 --> 00:00:56.364 well-rounded in all seven areas. 00:00:56.684 --> 00:00:58.675 That riles and Davies called them experts. 00:00:59.855 --> 00:01:01.955 Another 13 percent are called closers. 00:01:02.605 --> 00:01:06.085 Their smooth talking style often lands big deals, but can also 00:01:06.085 --> 00:01:07.475 be off putting to customers. 00:01:08.775 --> 00:01:11.085 15 percent fall into the category of consultants. 00:01:11.695 --> 00:01:15.384 Showing good listening and problem solving skills, but not quite pushing 00:01:15.384 --> 00:01:16.795 sales to their full potential. 00:01:17.725 --> 00:01:22.365 And then there's the other 63%, the sales archetypes who are much less effective. 00:01:23.384 --> 00:01:26.685 Storytellers are customer focused and love case studies, 00:01:26.974 --> 00:01:28.355 but tend to talk your ear off. 00:01:28.894 --> 00:01:32.825 This tendency can be balanced out by always having a focused meeting agenda. 00:01:33.875 --> 00:01:36.565 Focusers know the products and features down to the tiniest 00:01:36.565 --> 00:01:40.135 detail, but lack people skills to really hear customer needs. 00:01:40.750 --> 00:01:43.470 They need to work on their listening skills so they can tailor 00:01:43.470 --> 00:01:44.809 their pitch to each customer. 00:01:46.070 --> 00:01:49.700 Narrators are well informed, but hate straying from their prepared scripts. 00:01:50.200 --> 00:01:53.229 They rely heavily on marketing materials and come up short when 00:01:53.230 --> 00:01:54.300 asked challenging questions. 00:01:54.960 --> 00:01:56.360 They need practice improvising. 00:01:57.580 --> 00:01:59.929 Aggressors are all about price negotiations. 00:02:00.320 --> 00:02:03.649 They do their prep work, but their approach is overly combative. 00:02:04.185 --> 00:02:07.225 They need to become more self aware so they don't alienate the 00:02:07.225 --> 00:02:08.495 people they're trying to sell to. 00:02:09.345 --> 00:02:12.585 Finally, socializers make friends instead of deals. 00:02:13.225 --> 00:02:16.885 They need guidance on how to transition from chit chat into sales mode. 00:02:18.285 --> 00:02:21.414 If sales managers can identify these strengths and weaknesses in their 00:02:21.414 --> 00:02:25.755 salespeople and encourage their experts to mentor the others, maybe more 00:02:25.755 --> 00:02:27.424 meetings will result in new deals.