As marketers, you're probably no stranger to the often complicated relationship that exists between you and your sales team. But on the first Friday in March, set aside those tensions and use National Salesperson Day as an opportunity to lend a hand to improving sales performance.

What better way to celebrate the occasion than by discussing some ideas that can put your reps on a pathway to continued success? After all, one of the most challenging (and undeniably fun) aspects of being a salesperson—or a marketer, for that matter—is that you can never be good enough.

On that note, I'd like to frame this discussion with a question that sales leaders have been asking for years: What separates high performers from low performers out in the field?

What is it? Do high performers get more leads? Do they own the best territory? Are they selling the best products? Do they follow a better sales process? Do they have access to better automation technology?

The answer to all those questions is almost always "no."

The reality is that companies have a vested interest in standardizing these factors to put their whole team in a position to hit their revenue targets. So, if all these things are equal, why are some salespeople performing better than others?

Defining Value

Some 71% of leaders identify customer conversations as their biggest challenge to hitting their revenue targets, according to SiriusDecisions, an analyst firm. In other words, the quality of the conversations your reps have with prospects and customers dictates sales performance success (or lack thereof).

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image of Tim Riesterer

Tim Riesterer is chief strategy and marketing officer of Corporate Visions Inc. He is the co-author of Customer Message Management and Conversations that Win The Complex Sale,

LinkedIn: Tim Riesterer