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The One Word That Will Transform Your Sales Results

Everyone wants to know: what is the silver bullet to sales success? What's the one thing that will magically bring in more sales and grow your accounts?

Well, there is no one silver bullet. Many factors influence top sales performance. But there is one word that can transform your sales results: Value.

It sounds cliché, but while most companies claim they focus on value, few actually make value a core part of their culture.

In the RAIN Group Center for Sales Research Top-Performing Sales Organization study, we asked a series of questions focused around value:

  1. Our sales organization focuses on driving maximum value for the customer
  2. Our sales force structure is aligned with the way our customers prefer to buy from us
  3. Our sales process is customer-focused and maps to our buyers' buying processes
  4. Our sales process is flexible to apply to our buyers' various roles and situation
  5. Our company leaders prioritize developing sellers to be as valuable to our buyers as possible.

Only 16% of respondents agreed or strongly agreed to all five of these questions. We labeled these companies Value-Driving Sales Organizations.

The business results of these organizations compared to the Non-Value-Driving sales organizations are drastically different.

The Value-Driving Difference

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Value-Driving Sales Organizations have significantly higher win rates and revenue growth, and lower undesired turnover. So not only are their results superior, but they are better able to retain top sales talent.

Other findings from the research underscore this disparity in value focus:

  • The 2nd biggest difference (out of 72 factors studied) between Top Performers and The Rest? Company leaders prioritize developing sellers to be as valuable as possible to buyers.
  • "Improving our ability to communicate value" is the #2 top sales priority for the year. (#1 is "Increase business with existing accounts" which can’t be done without improving ability to communicate value.)
  • 35% of respondents do not agree that their sales organization focuses on driving maximum value for the customer
  • 52% of respondents do not agree that their sales process is customer-focused

With 8 out of 10 companies being Non-Value-Driving, there's a lot of room for improvement. If you want to transform your sales results, focus on value. And don't just pay it lip service—implement a culture of value at your sales organization.

Additional Reading
Infographic: 5 Sales Skills to Differentiate Your Team

In our recent Top-Performing Sales Organization study, we were particularly interested in the sales skills that stood out when sellers not only met their goals, but also believed their goals were challenging.

[New Research] Benchmark Report on Top Performance in Strategic Account Management

When we studied strategic account management in 2012, 59% of sales leaders believed there was greater than 25% revenue growth potential in their existing accounts.

In a separate, more recent research initiative, we found that the #1 priority for sales leaders in the year ahead is to increase business with existing accounts. We also discovered that Top Performers are nearly 2x more likely to be effective at maximizing sales to their existing accounts.

5 Essentials for Managing Your Sales Organization’s Talent

Attracting and retaining top sales talent is a huge challenge for many companies.

If you want to take your sales results to the next level, your organization must have the right people in the right roles, performing at a high level day in and day out. You also need the right management team with an effective process in place to ensure this all happens.

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