Salespeople are no strangers to adaptability. They know how to adapt to a hesitant client and how to modify their messaging based on the responses they receive in real time.
But in 2020, sales teams across the globe had to adapt to a factor nobody was familiar with: What does sales look like in a pandemic?
That was a tricky one, explained David Weinblatt, who does business development at Aquant. Most of the sales team at the artificial intelligence company were accustomed to selling in person.
“We’ve had to adapt to a full digital landscape of webinars with the loss of our physical conferences throughout the COVID-19 pandemic,” Weinblatt said.
The same is true at Gooten, where Kevin McDowell, a senior partnerships manager, said he’s followed one of his cardinal rules for adapting. “I remind myself to control what I can control,” McDowell said.
Built In NYC spoke with these two sales pros to learn more about how they’ve cultivated their skills and get advice for others who are looking to do the same.
Stay Organized
Organization and time management go side by side with adaptability. At Gooten, a workflow automation platform that allows thousands of e-commerce companies to access print on-demand production capacity, McDowell is always keeping an eye on how he’s using his time.
What skill do you consider to be the most essential for your success as a salesperson?
I believe the most essential skill for any successful salesperson is adaptability. Regardless of industry, a successful salesperson needs to be able to adapt to any situation. Oftentimes, sales demands the ability to pivot at a moment’s notice. A successful salesperson needs to be able to adapt, whether that’s in pre-planning or strategy, different tasks assigned to you from a superior or even in a conversation with a partner or potential client.
In a perfect world, a salesperson would be able to control all of the variables associated with the sale. But typically, there are unforeseen circumstances throughout the sales process, and successful salespeople are the ones who can manage those conditions.
What’s another skill that is less obvious or less appreciated that you also consider critical for sales success?
Organization and time management. Salespeople are required to manage multiple clients or partners at the same time. There is no way someone can be successful as a salesperson without multitasking. Sales can often be overwhelming due to the multitude of different responsibilities. Part of being organized is managing time efficiently. In sales, your calendar is your best friend. It helps you keep track of what needs to be accomplished as well as how much time you should spend on a specific duty. The average workday is typically eight or nine hours, and a successful salesperson is able to make the most out of that time.
Regardless of industry, a successful salesperson needs to be able to adapt to any situation.’’
Throughout your sales career, what specific steps have you taken to strengthen these skills? And what advice do you have for sales pros looking to do the same?
Take the time to identify and acknowledge the skills that you would like to improve. No one is perfect and each individual has a different set of skills that they would like to work on. Something that’s helped me work on adaptability is reminding myself to control what I can control. I always expect that there will most likely be variables that arise that are outside of my control, so having that expectation has helped me prepare for when these unforeseen circumstances emerge.
In regards to organization and time management, I’d say repetition is key. Finding your workflow that you can repeat on a systematic basis is essential. I use a running to-do list as well as my calendar to keep myself on track.
Listen Up
According to Weinblatt, the most important skill a salesperson can have is listening. At Aquant, a platform that helps organizations plan, predict and prescribe decisions throughout the service lifecycle, there’s no one-size-fits-all approach. By listening to the client, salespeople are able to adjust their approaches.
What skill do you consider to be the most essential for your success as a salesperson?
Persistence and adaptability are pivotal for any salesperson. Persistence in sales means that you have tough skin, and that you don’t fear rejection no matter how many times you hear the word “no.” But adaptability is having the foresight to alter your approach based on what messages appear to be more effective than others, the timing of each message and providing new educational content beyond a call to action. There’s a creativity to it all. Sometimes, adaptability goes beyond tweaking your messaging.
We’ve had to adapt to a full digital landscape of webinars with the loss of our physical conferences throughout the COVID-19 pandemic. But we’ve been able to turn what could have been a sour situation into one that’s become quite fruitful. The entire Aquant team shifted gears tactically, with proper caution, strategy, initiative and ambition. Sales have thrived in these newer, uncharted territories.
What’s another skill that is less obvious or less appreciated that you also consider critical for sales success?
Listening is key. What you’re listening for may change based on a company’s industry, prospect’s title and other factors. But you need to anticipate the pain points of your audience, because outreach must be personal.
At Aquant, we listen to their vantage point. We don’t blindly sell.’’
A good salesperson cannot rely on a one-size-fits-all approach. Instead, go back to that adaptability and allow them to walk you through their needs. Let them guide, and you adjust from there. Answer their questions and mirror their diction with a sense of understanding and comfort, along with strategic, catered responses. Much of that begins on the front lines of sales and business development. At Aquant, we listen to their vantage point. We don’t blindly sell.
Throughout your sales career, what specific steps have you taken to strengthen these skills? And what advice do you have for sales pros looking to do the same?
I strengthened these skills by seeking advice from colleagues and reviewing what processes have worked for them in similar situations. Learning from seasoned account executives, business development experts and top marketing minds has been crucial in my personal growth. It can be challenging to step outside of your skin to figure out what you need to improve upon. But a willingness to improve on your successes and learn from the missed opportunities is vital to help the business thrive.
