What Skills Make a Top Salesperson (Besides Sales)?


Obviously, the most important weapon in a salesperson’s arsenal is their ability to sell. However, in this modern world of ours there is so much more work to put in before even getting the chance to draw that weapon. Here are a few of the things you’ll need to get you to High Noon.

Digital Marketing

Historically, Sales and Marketing have been two separate departments with two separate goals. This, however, is no longer the case. According to They Ask, You Answer by Marcus Sheridan, “70% of the buying decision is made before the prospect talks to the company.

That means that if as a salesperson you don’t embrace marketing, you are giving up control of nearly three quarters of the buyer’s journey.

Digital marketing routes are essential, so we suggest becoming familiar with these tools:

Active Campaign


Persist IQ

Lead IQ

Sales Navigator

Client Relationship Management

The Hunter, The Farmer, and The Complete Sales Professional

The Hunter

Hunters chase new leads and sales opportunities, always looking to create new business.

The Farmer

Farmers look after existing clients, nurturing them to get as much business out of them as possible.

It used to be that your role as a salesperson was quite cookie-cutter specific, so that you only had to worry about being a hunter or a farmer. That, however, is no longer the case. As the role of the customer/prospect changes and evolves, the role of the salesperson must evolve with it lest they get left behind.

Client relationship management isn’t just about the interactions with clients. It’s about building a positive working relationship, one that offers parity, effectiveness and transparency. Good client relationship management helps to generate ongoing business and client retention, but more importantly it builds brand reputation.

Effective client relationships allow for you to say no and to give intel that is accurate and fair. Even as a hunter, building these relationships will allow you opportunities for more prospecting through referrals from these clients.


In an increasingly noisy world, you have to make your voice stand out, and there’s more to it than just being louder than everyone else. Storytelling is the art of presenting a block of potentially tedious information in a way that makes it exciting and emotionally engaging. Your ability to tell a story will be what separates you from all the others that just spurt figures and statistics.

Five Tips

  1. Start with a core message.
  2. Use your own experiences.
  3. Talk about struggles, issues and conflicts.
  4. Use a third-party hero.
  5. Keep it simple.

Storytelling persuades your prospect and supports your argument in a way that is less intrusive than simply regurgitating facts and speculating about possible outcomes.

Disclaimer: It is worth remembering that as important as storytelling is, listening as a skill is just as (if not more) valuable.

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