RAIN Group Research Uncovers Selling Skills that Set Sales Winners Apart

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RAIN Group's new research examines what influences buyers to pick one provider over the rest.

RAIN Group
Many things might be equal in the product and service offerings, but it’s the seller that makes the difference between winning and losing.

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RAIN Group, a sales consulting and sales training company, has released a new research report that reveals the selling skills most commonly exhibited by salespeople who win in B2B sales situations. In What Sales Winners Do Differently, RAIN Group studied over 700 business-to-business purchases made by buyers who were responsible for $3.1 billion in annual purchases to understand what drives buyers to select one provider over another.

Among the findings, RAIN Group found that:

  •      Sales winners don’t just sell differently, they sell radically differently, than second-place finishers.
  •     Sellers who win exhibit behaviors on three levels; they connect, convince, and collaborate with buyers.
  •     Contrary to research popularized in publications such as the Harvard Business Review, solution selling and relationship selling are not dead.

“Solution selling and relationship selling aren’t dead. On its own, connecting – both needs to solutions and with buyers – used to be the crux of winning sales; now it’s simply the price of entry,” said Mike Schultz, who coauthored What Sales Winners Do Differently. “Sellers who stop here do not find themselves in the winner’s circle nearly as often, but sellers who dismiss these concepts entirely put their sales success in great jeopardy.”

In addition, the report identifies 10 factors that most separate winners from second-place finishers. The biggest gap between winners and second-place finishers is the seller’s ability to educate the buyer with new ideas or perspectives. The second is the seller’s ability and willingness to collaborate.

“Especially in industries where sellers complain about the commoditization of what they sell, the difference between winning and losing lies, in large part, in how the sellers lead their interactions with buyers,” Schultz said. “Many things might be equal in the product and service offerings, but it’s the seller that makes the difference between winning and losing.”

What Sales Winners Do Differently outlines how salespeople can better connect, convince, and collaborate with buyers to find themselves in the winner’s circle more often. The research has huge implications for the selling skills companies need to build in their training efforts.

To read the full report, visit: http://www.raingroup.com/saleswinners.

About RAIN Group
RAIN Group is a sales consulting and sales training company that helps leading organizations unleash their sales potential. Over the past two decades, RAIN Group has grown into a recognized leader in sales improvement with an international client base. We’ve helped hundreds of thousands of salespeople, managers, and professionals in more than 34 countries increase their sales significantly. Learn more at http://www.RAINGroup.com.

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Beth McCluskey
RAIN Group
508-405-0438
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