It takes a certain type of person — and more than just a script — to do this, he continues. Yoho Associates has a profile system to identify potential top salespeople, and while there are as many as 20 to 30 behavioral profiles identified by the tool, Smith says, Yoho’s research indicates four of these profiles have the potential to become a successful top seller.

The task, after identifying an individual who fits one of the four profiles, is to teach them how to use the methodology and follow the script.

It’s not just about the script, Smith says. “If it was just the script then why does a company have 10 salespeople, and one is a top producer and nine are average?” he asks. “They’re taught the same methodology but the key is learning to present that sales methodology in response to the customers’ value systems and needs instead of [the salesperson’s] value system.”

Building Rapport

Building rapport with customers is an important aspect of the sales process, Smith says. Having established rapport, and following a proven sales methodology, the salesperson then presents the company’s product or service in response to the customer’s perceived needs.

“When that happens,” Smith says, “many customers want to buy from this person; it becomes an easier task.