Pretend that you’re an experienced buyer who has met with hundreds of business-to-business salespeople. What percentage of them would you say are excellent, good, average, or poor? According to a new study of more than 230 buyers, 12% of salespeople are excellent, 23% good, 38% average, and 27% poor. The bad news is that the underperforming salespeople lack the self-awareness to know that buyers don’t value them, nor do they understand why. They don’t take the time to figure out why they lost a deal or longtime client. They either don’t know why they weren’t selected or they reflexively blame it on factors out of their control.
"7 Reasons Salespeople Don’t Close the Deal" is from hbr.org, published on August 2, 2017.