The Idea: Jim Collins reminds us that “Great vision without great people is irrelevant.” Talent and passion is the difference; it’s the great equalizer. Research fielded by Brent Adamson and Matthew Dixon validates this argument. They found that the sales experience created by passionate (emotionally committed) sales people accounts for 53% of the customer loyalty – more than brand relevance, shipping efficiency, and price / value ratio combined! A good product, shipped on time, priced right, only gets you in the game. The people selling, serving, nurturing and blanketing the customer experience are the deciding factor.
Do the people selling matter more than the product?
Not necessarily, but one thing is abundantly clear: in more complicated higher end sales scenarios, the best teams outperform the average performers by three fold. Adamson and Dixon’s research is more proof that the talent composition of a team is the most important factor in any organization. So why do so few organizations dedicate themselves to the ongoing practice of searching for talent?
Last week I attended a national sales meeting with a special client of mine. This is a client that possesses a growth mindset, hiring people with empathy, encouraging relentless curiosity and passion. Their CEO is engaging, passionate and he is always on the lookout for great talent. He understands at his core that the right person can change the current of a stream and transform the customer experience. He is always looking for elite sales people who can serve as evangelists for his company.
So what are the behaviors of these special sales leaders?
According to Adamson and Dixon’s research, the highest performing sales and service providers are teachers of new information (not sellers) and they challenge their customers’ view of the world. They love to confront norms, and encourage creative tension. They recognize that this discomfort is what is necessary to encourage someone to move in a different direction. They embrace the idea that change requires discomfort. And they are not afraid of it.
They are great at helping others look at their world in a way they had not before. Better yet, they thrive on hearing the words, “Wow, I have never looked at this that way before.“
Finally, they are very gifted at communicating and exhibiting a presence that clearly demonstrates “why you should purchase and partner with them.” They streamline ideas, connect dots, are empathetic listeners, understand their customer’s unstated (emotional) concerns, and are comfortable helping the customer navigate decisions and risks. Their special identity (and passion for service) is on display for the world to see. It jumps out at you and cannot be ignored.
Their customer service is the brand experience.
I saw this trait many times at the meeting I attended last week. The best in the room exhibit these traits, and their firms hire for these traits. That is why this company has benefitted from twenty to thirty percent growth five straight years. Success always leaves clues.
Are you valuing talent enough?
“Greatness is not a function of circumstance. Greatness, it turns out, is largely a matter of conscious choice, and discipline.”
– Jim Collins, Good to Great
