{"id":5121,"date":"2023-05-31T08:50:05","date_gmt":"2023-05-31T08:50:05","guid":{"rendered":"https:\/\/esinstitute.com\/uncategorized\/esis-sales-talent-strategy-series-part-1\/"},"modified":"2024-04-02T14:45:26","modified_gmt":"2024-04-02T14:45:26","slug":"esis-sales-talent-strategy-series-part-2","status":"publish","type":"post","link":"https:\/\/esinstitute.com\/blog-series\/esis-sales-talent-strategy-series-part-2\/","title":{"rendered":"Start defining your sales skills by looking at your Buyers &#8211; ESI\u2019s Sales Talent Strategy \u2013 Part 2"},"content":{"rendered":"\n<p><\/p>\n\n\n<section class=\"single-news block-section alignfull\">\r\n    <div class=\"grid-container\">\r\n        <div class=\"grid-x\">\r\n\t\t\t                <div class=\"cell small-12\">\r\n                    <div class=\"single-news__title\">\r\n\t\t\t\t\t\t<h3 style=\"text-align: center;\"><\/h3>\n<h1 style=\"text-align: center;\"><b><span data-contrast=\"auto\">How to Develop, Retain &amp; Attract <\/span><\/b><\/h1>\n<h1 style=\"text-align: center;\"><b><span data-contrast=\"auto\">High-Performing <\/span><\/b><b style=\"color: var(--blue);\"><span data-contrast=\"auto\">Salespeople<\/span><\/b><\/h1>\n<h1 style=\"text-align: center;\"><b style=\"color: var(--blue);\"><span data-contrast=\"auto\">Part 2<\/span><\/b><\/h1>\n<h3 style=\"text-align: center;\"><em><strong>Start defining your sales skills by looking at your Buyers<\/strong><\/em><\/h3>\n<h3 style=\"text-align: center;\"><\/h3>\n                    <\/div>\r\n                    <div class=\"single-news__author\">\r\n<!--\t\t\t\t\t\t--><!--\t\t\t\t\t\t\t--><!--\t\t\t\t\t\t-->                    <\/div>\r\n                    <div class=\"single-news__position\">\r\n                        <!--\t\t\t\t\t\t-->                        <!--\t\t\t\t\t\t\t-->                        <!--\t\t\t\t\t\t-->                    <\/div>\r\n                    <div class=\"rel-wrap\">\r\n                        <div class=\"single-news__main\">\r\n                            <div class=\"single-news__featured hide-for-large\">\r\n                                <img decoding=\"async\" src=\"https:\/\/esinstitute.com\/wp-content\/uploads\/2023\/05\/Attract.jpg.jpg\" alt=\"Start defining your sales skills by looking at your Buyers &#8211; ESI\u2019s Sales Talent Strategy \u2013 Part 2\">\r\n                            <\/div>\r\n                            <div class=\"single-news__float hide-for-small show-for-large\">\r\n                                <div class=\"single-news__featured\">\r\n                                    <img decoding=\"async\" src=\"https:\/\/esinstitute.com\/wp-content\/uploads\/2023\/05\/Attract.jpg.jpg\" alt=\"Start defining your sales skills by looking at your Buyers &#8211; ESI\u2019s Sales Talent Strategy \u2013 Part 2\">\r\n                                <\/div>\r\n\t\t\t\t\t\t\t\t<h6 class=\"hide\">Share:<\/h6>\n<ul class=\"share-links flex-container\">\n\t<li>\n\t\t<strong>Share this<\/strong>\n\t<\/li>\n\t<li class=\"share-links__item\">\n\t\t<a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fesinstitute.com%2Fblog-series%2Fesis-sales-talent-strategy-series-part-2%2F\"\n\t\t   class=\"share-links__link js-share-link\" target=\"_blank\"><span class=\"fab fa-facebook-f\"><\/span><\/a>\n\t<\/li>\n\t<li class=\"share-links__item\">\n\t\t<a href=\"https:\/\/www.linkedin.com\/cws\/share?url=https%3A%2F%2Fesinstitute.com%2Fblog-series%2Fesis-sales-talent-strategy-series-part-2%2F\"\n\t\t   class=\"share-links__link js-share-link\" target=\"_blank\"><span class=\"fab fa-linkedin-in\"><\/span><\/a>\n\t<\/li>\n\t<li class=\"share-links__item\">\n\t\t<a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fesinstitute.com%2Fblog-series%2Fesis-sales-talent-strategy-series-part-2%2F&#038;text=Start+defining+your+sales+skills+by+looking+at+your+Buyers+%26%238211%3B+ESI%E2%80%99s+Sales+Talent+Strategy+%E2%80%93+Part+2\"\n\t\t   class=\"share-links__link js-share-link\" target=\"_blank\"><span class=\"fab fa-twitter\"><\/span><\/a>\n\t<\/li>\n\t<li class=\"share-links__item\">\n\t\t<a href=\"#\"\n\t\t   class=\"share-links__link js-copy-link\" target=\"_blank\"><span class=\"fa fa-link\"><\/span><\/a>\n\t<\/li>\n<!--\t<li class=\"share-links__item\">-->\n<!--\t\t<a href=\"--><!--\"-->\n<!--\t\t   class=\"share-links__link js-share-link\" target=\"_blank\"><span class=\"fab fa-tumblr\"><\/span><\/a>-->\n<!--\t<\/li>-->\n<!--\t<li class=\"share-links__item\">-->\n<!--\t\t<a href=\"--><!--\"-->\n<!--\t\t   class=\"share-links__link js-share-link\" target=\"_blank\"><span class=\"fab fa-reddit\"><\/span><\/a>-->\n<!--\t<\/li>-->\n<!--\t--><!--\t\t<li class=\"share-links__item\">-->\n<!--\t\t\t<a href=\"--><!--\"-->\n<!--\t\t\t   class=\"share-links__link js-share-link\" target=\"_blank\"><span class=\"fab fa-pinterest-p\"><\/span><\/a>-->\n<!--\t\t<\/li>-->\n<!--\t--><\/ul>                            <\/div>\r\n\r\n                            <div class=\"grid-x\">\r\n                                <div class=\"cell small-12 medium-shrink align-self-middle\">\r\n\t\t\t\t\t\t\t\t\t                                        <div class=\"single-news__types\">\r\n\t\t\t\t\t\t\t\t\t\t\tNews                                        <\/div>\r\n\t\t\t\t\t\t\t\t\t                                <\/div>\r\n                                <div class=\"cell small-12 medium-auto align-self-middle\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t                                            <div class=\"cat-label\"\r\n                                                 style=\"--color: \">\r\n\t\t\t\t\t\t\t\t\t\t\t\tBlog Series                                            <\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t                                <\/div>\r\n                            <\/div>\r\n\r\n\t\t\t\t\t\t\t<p><strong>There is a global sales talent &amp; skills shortage. Your business cannot win by avoiding that fact. It can win by how it responds to it.<\/strong><\/p>\n<p><em>This is Part 2 of ESI\u2019s step-by-step guide to developing, retaining and attracting high-performing sales talent. In <a href=\"https:\/\/esinstitute.com\/industry-insights\/sales-talent-strategy-1\/\"><strong>Part 1<\/strong><\/a>, we discussed the transformation of sales from a low-skilled job into a highly-skilled profession. Here, we begin to explore some of the mistakes employers can make when it comes to sales talent strategy. In time, we will focus on what you can do to avoid those mistakes.<\/em><\/p>\n<p>In <strong><a href=\"https:\/\/esinstitute.com\/industry-insights\/sales-talent-strategy-1\/\">Part 1<\/a> <\/strong>of this series, we spoke about the gradual evolution of sales \u2013 and indeed commercial roles generally \u2013 from a low-skilled job into a highly-skilled profession. And that is where we start as we begin to explore some of the mistakes employers make when it comes to a bullet-proof sales talent strategy.<\/p>\n<p>Because today \u2013 way too often \u2013 employers simply underestimate the skillset required to sell \u2013 successfully and consistently \u2013 at a level of high-performance today. The soundbites are plentiful:<\/p>\n<p><em>\u2018Sales is all about relationships.\u2019 <\/em><\/p>\n<p><em>\u2018People buy from people.\u2019<\/em><\/p>\n<p><em>\u2018Our product sells itself.\u2019<\/em><\/p>\n<p><strong><em>Some<\/em><\/strong> of this might be true \u2013 <strong><em>some <\/em><\/strong>of the time. But this kind of thinking woefully underestimates the complexity of skills salespeople need to draw on every single day to succeed. We wouldn\u2019t dumb down any other role in the business to a soundbite\u2026so why sales?<\/p>\n<p>There is another way of looking at this: think about the <strong><em>buyers<\/em><\/strong> in your organisation. Larger companies out there will have professional buyers \u2013 perhaps even a procurement function. Smaller businesses might leave big decisions to a CFO, COO or a Functional VP. Whoever performs this function, you need them to consistently make the right investment decisions for your business. Think for a moment about the skills you require of your buyers to make those decisions.<\/p>\n<p>Guess what? Your customers are no different. They too will have employed highly skilled buyers to make the right decisions for their business. Those highly skilled buyers are the same people your sales team has to manage, collaborate and negotiate with. Your sales team, therefore, requires the same skillset \u2013 if not a superior one \u2013 to win.<\/p>\n<p>The reality is that employers globally are now drafting sales job specifications that demand a longer list of ever more sophisticated skills. More and more, the emphasis is less on what ESI calls \u2018functional\u2019 skills \u2013 the things they want their salespeople to \u2018<strong><em>do\u2019<\/em><\/strong> \u2013 and far more on higher order cognitive (or transversal) skills \u2013 how they would like their salespeople to \u2018<strong><em>think\u2019. <\/em><\/strong><\/p>\n<p>ESI researched this dynamic in some detail, curated and de-duplicated what we found. The result is an industry-leading sales skills taxonomy developed in conjunction with the <a href=\"https:\/\/esinstitute.com\/about-us\/gssc\/\"><strong>Global Sales Skills Council<\/strong><\/a>\u00a0\u2013 ESI\u2019s independent Advisory Board.<\/p>\n<p>What we found was worldwide demand for commercial resources who, among other things, can <strong><em>collaborate<\/em><\/strong> and conduct <strong><em>research<\/em><\/strong>.\u00a0 People with <strong><em>business acumen<\/em><\/strong> &amp; <strong><em>creativity<\/em><\/strong>. People who are <strong><em>credible<\/em><\/strong>, <strong><em>professional<\/em><\/strong> but <strong><em>competitive<\/em><\/strong>. People who have <strong><em>drive<\/em><\/strong>, <strong><em>influence<\/em><\/strong> and <strong><em>resilience<\/em><\/strong>. The most common requirement in ESI customers? Get this: Sales people who are <a href=\"https:\/\/esinstitute.com\/sales-challenges\/sales-confidence-comes-from-performance-not-personality\/\"><strong><em>CONFIDENT<\/em><\/strong><\/a>.<\/p>\n<p>Know many people with all these skills? No&#8230;nor do we.<\/p>\n<p>And that is the root of your sales talent challenge: there aren\u2019t enough people with those skills so they have to be developed and honed \u2013 constantly.<\/p>\n<p>The full ESI skills taxonomy is even longer \u2013 proving that many employers the world over are getting to grips with the complex skills they need across their commercial teams. They are taking the time to codify and identify specific skills for each commercial role in the business \u2013 just like any other function in fact. Make sure that you\u2019re one of them.<\/p>\n<p>Internalising these complex skills requirements is central to the development of a successful sales talent strategy. Moving away from hackneyed and overly-simplified old stereotypes about salespeople is a great place to start.<\/p>\n<p>&nbsp;<\/p>\n<p><em>Next up on the mistakes that can be made:\u00a0 there is little point in defining the right skills if you don\u2019t hire for them.<\/em><\/p>\n<p>&nbsp;<\/p>\n<h3><em>Level up Your Sales Team with ESI&#8217;s Dynamic Training Program!<\/em><\/h3>\n<p><em>Empower your sales team with ESI&#8217;s online sales skills program. Our comprehensive <a href=\"https:\/\/esinstitute.com\/\">sales training<\/a> curriculum covers core sales skills and offers in-depth modules to enhance personal expertise. Implement effective strategies across your organization for consistent results. Motivate your sales professionals to excel with ESI&#8217;s cutting-edge digital solution. Thrive in the dynamic world of sales.<\/em><\/p>\n<h5><em>Elevate your sales team&#8217;s potential with ESI&#8217;s unrivalled training solution today by clicking <u><a href=\"https:\/\/esinstitute.com\/talk-to-an-expert\/\" data-loopstyle=\"link\">here<\/a>.<\/u><\/em><\/h5>\n<p>&nbsp;<\/p>\n\r\n                            <div class=\"hide-for-large show-for-small\">\r\n\t\t\t\t\t\t\t\t<h6 class=\"hide\">Share:<\/h6>\n<ul class=\"share-links flex-container\">\n\t<li>\n\t\t<strong>Share this<\/strong>\n\t<\/li>\n\t<li class=\"share-links__item\">\n\t\t<a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fesinstitute.com%2Fblog-series%2Fesis-sales-talent-strategy-series-part-2%2F\"\n\t\t   class=\"share-links__link js-share-link\" target=\"_blank\"><span class=\"fab fa-facebook-f\"><\/span><\/a>\n\t<\/li>\n\t<li class=\"share-links__item\">\n\t\t<a href=\"https:\/\/www.linkedin.com\/cws\/share?url=https%3A%2F%2Fesinstitute.com%2Fblog-series%2Fesis-sales-talent-strategy-series-part-2%2F\"\n\t\t   class=\"share-links__link js-share-link\" target=\"_blank\"><span class=\"fab fa-linkedin-in\"><\/span><\/a>\n\t<\/li>\n\t<li class=\"share-links__item\">\n\t\t<a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fesinstitute.com%2Fblog-series%2Fesis-sales-talent-strategy-series-part-2%2F&#038;text=Start+defining+your+sales+skills+by+looking+at+your+Buyers+%26%238211%3B+ESI%E2%80%99s+Sales+Talent+Strategy+%E2%80%93+Part+2\"\n\t\t   class=\"share-links__link js-share-link\" target=\"_blank\"><span class=\"fab fa-twitter\"><\/span><\/a>\n\t<\/li>\n\t<li class=\"share-links__item\">\n\t\t<a href=\"#\"\n\t\t   class=\"share-links__link js-copy-link\" target=\"_blank\"><span class=\"fa fa-link\"><\/span><\/a>\n\t<\/li>\n<!--\t<li class=\"share-links__item\">-->\n<!--\t\t<a href=\"--><!--\"-->\n<!--\t\t   class=\"share-links__link js-share-link\" target=\"_blank\"><span class=\"fab fa-tumblr\"><\/span><\/a>-->\n<!--\t<\/li>-->\n<!--\t<li class=\"share-links__item\">-->\n<!--\t\t<a href=\"--><!--\"-->\n<!--\t\t   class=\"share-links__link js-share-link\" target=\"_blank\"><span class=\"fab fa-reddit\"><\/span><\/a>-->\n<!--\t<\/li>-->\n<!--\t--><!--\t\t<li class=\"share-links__item\">-->\n<!--\t\t\t<a href=\"--><!--\"-->\n<!--\t\t\t   class=\"share-links__link js-share-link\" target=\"_blank\"><span class=\"fab fa-pinterest-p\"><\/span><\/a>-->\n<!--\t\t<\/li>-->\n<!--\t--><\/ul>                            <\/div>\r\n                        <\/div>\r\n                    <\/div>\r\n                <\/div>\r\n\t\t\t        <\/div>\r\n    <\/div>\r\n<\/section>\r\n","protected":false},"excerpt":{"rendered":"<p>Develop and Standardise Team Sales Skills In this series, we have explored  why sales roles are so hard to fill globally and we have reached a simple conclusion &#8211; far from being made easier by technology, selling has become harder: And it demands an increasingly complex and sophisticated set of skills. In real world  job postings, we see the significant disconnect between the \u2018functions\u2019 of the typical sales spec today and the \u2018qualifications\u2019 \u2013 what we at ESI would call skills &#8211; required to carry out those same functions: Functions Skills Follow-up Metrics-driven Facilitate Goal-oriented mindset Host Ideate editorial sensibility Write<\/p>\n","protected":false},"author":8,"featured_media":5201,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[30],"tags":[26,25],"news_type":[16],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Start defining your sales skills by looking at your Buyers - ESI\u2019s Sales Talent Strategy \u2013 Part 2 - ESI<\/title>\n<meta name=\"description\" content=\"Far from being made easier by technology, selling has become harder: And it demands an increasingly complex and sophisticated set of skills.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/esinstitute.com\/blog-series\/esis-sales-talent-strategy-series-part-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Start defining your sales skills by looking at your Buyers - ESI\u2019s Sales Talent Strategy \u2013 Part 2 - ESI\" \/>\n<meta property=\"og:description\" content=\"Far from being made easier by technology, selling has become harder: And it demands an increasingly complex and sophisticated set of skills.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/esinstitute.com\/blog-series\/esis-sales-talent-strategy-series-part-2\/\" \/>\n<meta property=\"og:site_name\" content=\"ESI\" \/>\n<meta property=\"article:published_time\" content=\"2023-05-31T08:50:05+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-04-02T14:45:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/esinstitute.com\/wp-content\/uploads\/2023\/05\/Attract.jpg.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"540\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Alan Maguire\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Alan Maguire\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/esinstitute.com\/blog-series\/esis-sales-talent-strategy-series-part-2\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/esinstitute.com\/blog-series\/esis-sales-talent-strategy-series-part-2\/\"},\"author\":{\"name\":\"Alan Maguire\",\"@id\":\"https:\/\/esinstitute.com\/#\/schema\/person\/47df80bf9ce6bb192674290777a3fc5a\"},\"headline\":\"Start defining your sales skills by looking at your Buyers &#8211; 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