The DNA Of A Leader In Sales

In a recent article in the Australian Financial Review’s Boss Magazine titled “The Right Stuff” (July 2009, Vol 10), it was suggested that the following six attributes seemed to be the core ingredients of the DNA of a ‘young leader’.  As I was reading these, it became very evident to me that these are essential to any sales leader, and indeed, any sales person looking to be a top seller in their industry.

Ambitious:  The article talked about a balance between ambition and arrogance.  In the majority of highly effective sales leaders and the most successful sales professionals I have met, interviewed or coached, I have seen an air of “humble arrogance”.  Their enthusiasm or ambition to work with their prospects and clients is balanced by this incredible belief that they have in the value they can create for their clients when they sell what they sell.

Decisive: The article talks about the confidence to take action on an operational, tactical and strategic level.  In sales, these three levels also require confidence and decisive action.  At a strategic selling level it’s about charting the types of long term outcomes, relationships, and value propositions.  At the tactical level it’s about clearly defining the sales and marketing activities required for success.  And at the operational level, it’s about completing the sales and marketing activities.  The decision for sales leaders and sales professionals on whether their operational level sales and marketing activities are aligned with the intended tactical strategies that will achieve the longer term success that has been defined.

Brave: The article talks about being able to stand up and be counted.  For sales leaders and sales professionals, today more than ever, the ability to be able to step up and into their value and never having to defend it not only takes bravery, but also a clear understanding and belief in what their value propositions (plural) are.

Empowering: In the article it highlights the importance of being able to empower others.  In sales, sales leaders need to empower their sales people – trust them – support them.  Sales professionals also need to be able to empower their customers – help their customers feel empowered, comfortable and confident to make a wise buying decision.

Entrepreneurial: In the article, the young leaders look outside to see what’s going on in the marketplace.  In sales, probably more than any other discipline, knowing what’s happening in your own marketplace, and also watching and learning from what’s happening outside of your own marketplace builds creative opportunities and ideas to compete in ways and differentiate in ways other than from your products and services.

Visionary: Young leaders step outside the box.  O.K., this is probably an overused cliché, but the reality is, constantly looking at their market place, their clients, their prospects, and how they can create value above and beyond what their products and services do, is what separates the great sales leaders and sales professionals who are still living in the eighties and nineties and selling products and services.  People don’t buy products and services – they buy what the products and services will do for them…..and most importantly, customers today (business to business and business to consumer) are buying the ‘buying experience’ as well.  Visionary sales leaders and sales professionals are constantly working on creating better and more valuable buying experiences and have long left the more traditional product and service sale.

So there you have it……as a sales leader or sales professional, how do you stack up against the DNA of young leaders?