Selling has changed.
Buyers want to spend less and less time in front of a salesperson, and whatever interactions they do have with a seller will more than likely be 1) digital and 2) coming off the back of their own self-directed research.
If selling has changed, then the role of the seller must change with it – what got us to this point is not what is going to take us further.
We have identified seven critical attributes that will determine the success or failure of the seller in the modern selling environment. The effective seller of today must be:
- Digitally Literate
- Buyer Focused
- Agile
- Strategic Thinkers
- Continuous Learners
- Revenue Orientated
- Values Driven
But what do those attributes actually mean for sellers? Let’s look at each one in a little more detail.
Digitally Literate
Being digitally literate is more than just knowing how to use a computer or browse the internet. Those are table stakes! It's about having the skills and knowledge to effectively educate your Buyers and stakeholders about your products or services online.
To be a digitally literate Seller, you need to understand the various online platforms available to you. What's important here is not what you are comfortable with or what channels you use but rather knowing and using the channels your Buyers and their stakeholders use.
Being digitally literate isn't just about technical skills; it's also about connecting with your Buyers personally. This means understanding their needs and preferences and communicating with them effectively. You need to be able to respond to Buyer inquiries promptly and professionally and be able to use social media and other online platforms to engage with your Buyers and build relationships.
Buyer Focused
Being Buyer-focused means putting your Buyers at the centre of everything you do. It means understanding their needs, preferences, and pain points and using that information to shape your Selling strategy. It's about creating a Buyer-centric culture that values feedback and fosters loyalty.
It’s also about providing excellent service. In other words, going above and beyond to ensure that your Buyers are satisfied with their purchases and overall experience with you and your business. It means being responsive to their inquiries, providing clear and concise information, and being willing to make things right if something goes wrong.
This requires instilling a mindset that puts the Buyers first in everything you do. It means actively seeking out feedback and using that information to improve our offerings and how we present it.
By understanding their needs and preferences, providing excellent service, and creating a Buyer-centric culture, we can build a loyal base and drive mutual gain for all.
Agile
As any gymnast will tell you, being agile is the ability to move quickly and easily, forming an essential part of the Sellers makeup. The ability to adjust, change and move at the same pace (or quicker) than our Buyers is essential.
Being able to pivot when necessary means changing your strategy instantly. It means thinking on your feet and creating creative solutions to problems.
Think of it like a game of football (soccer, to be more specific, but you can adjust to make this fit your favourite sport).
You have a game plan going in. You know who your opponent is, their strengths and weaknesses, and how you will play. But once the game starts, things can change. Maybe your opponent switches up their strategy. Maybe your star player gets injured. Maybe the referee makes a bad call. As a team, you need to be able to adapt to these changes and adjust your strategy on the fly. That's agility.
Be willing to pivot when necessary. Have a flexible plan in place. And most importantly, don't be afraid to think outside the box. The world of Selling is a constantly evolving one. The only way to stay ahead of the game is to be agile.
Strategic Thinkers
In line with and building upon being agile is also the ability to be a strategic thinker. Someone who can look at the bigger picture and devise a plan of action to achieve the goal.
Just like a master chess player, you need to have a plan and execute that plan flawlessly. And that's where being a strategic thinker comes into play. Being a strategic thinker means looking at the market, the competition, and your own strengths and weaknesses, the Buyers' needs and challenges and coming up with a plan that will give you the best chance of success.
It means thinking several steps ahead and anticipating the challenges you'll face. It means being able to adapt your approach as needed to achieve your goals.
A strategic thinker is not reacting in the moment but considering the longer-term view and how they can adapt the plan. Being too rigid in our approach can be just as detrimental as not having a plan at all. But the key is to strike a balance between being strategic and being flexible. A good plan is one that can adapt to changing circumstances.
Continuous Learners
As a Seller, your success depends on your ability to stay ahead. Whether that’s ahead of the competition or ahead of the Buyer, one of the best ways to do that is to be a continuous learner.
Change is the only constant. New technologies emerge, preferences change, and competitors come and go.
If you want to be successful as a Seller, you need to keep up with these changes, and that means being a continuous learner.
It means taking the time to educate yourself on the latest trends, technologies, and techniques. It could mean attending workshops, reading books, and networking with other Sellers. It means being curious and asking questions. It means never being satisfied with the status quo (and no double denim).
Revenue Orientated
Well, this is stating the obvious. But is it? We need to ensure that we don’t have a myopic view of just being focused on Sales but paying interest and being involved in the entire selling process.
We are not talking about a Seller whose only thought is how they will win the deal and squeeze every bit of margin out of the Buyers' hands. This is about supporting the philosophy of revenue rather than Sales.
Being revenue orientated isn't just about making money. It's also about creating value for your Buyers.
When you're focused on revenue, you're always looking for ways to maximise your impact. You're constantly analysing your Sales data, looking for patterns and trends. You're testing different pricing strategies, experimenting with different marketing channels, and exploring new markets. You're always thinking about how you can get the most bang for your buck.
It means that you're not just winging it - you're making smart, data-driven decisions.
Values Driven
Being Values Driven, in my mind, means that you have a set of core principles that guide everything you do. It means that you're not just here for the money - you're here to make a difference. A difference to the Buyer, the market, your organisation, and the humans that dwell in it.
When you're a value-driven Seller, you're not just trying to Sell something to someone. You're trying to create a relationship with them. You're trying to understand their needs and wants and find a solution that works for them. And that's where integrity and authenticity come into play.
Staying true to your values can be tough when you're pressured to make Sales. But here's the thing: being value-driven, having integrity, and being authentic doesn't have to be at odds with making a profit. Rather than values getting in the way, being values-driven, having integrity, and being authentic is essential for making Sales.
The Infinite Seller
All these attributes make up what we have called the Infinite Seller. The concept of the Infinite Seller is built upon our brand new sales methodology, Infinite Selling, which has been designed to drive Revenue Transformation at every level of a business.
This methodology is outlined and explained in our new book, Infinite Selling: The Modern Approach to High Velocity Revenue Generation and Realisation. You can order that book on paperback or on Kindle today simply by clicking this link right here.
