The RAIN Group Center for Sales Research's recent study of 1,004 sellers and sales managers uncovered 11 skills and behaviors that represent the largest skill gaps between Top Performers and The Rest. Double down on these skills to outpace your competition and cross the finish line first. **For higher image quality and access to the resource links, you must download the PDF.

1. TO HELP YOU CROSS THE

2. Just like in running, the skills you can improve in sales
are many. So how do you know what will make the
biggest difference to your results?
Our recent global study of 1,004 sellers and sales
managers uncovered 11 skills and behaviors that
represent the largest skill gaps between Top Performers
and The Rest.
Double down on the skills on the following slides to
outpace your competition and cross the finish line first.
Top Performer
Definition
Seller
Sales
Manager
Met Sales
Goals
Challenging
Sales Goals
Win Rate
> 50%
Premium
Pricing
75%+
of team
© RAIN Group

3. This goes hand-in-hand with the #1 factor separating sales winners
from second-place finishers: educates buyers with new ideas and
perspectives. Being seen as an authority, sharing thought leadership,
and developing a trusted-advisor relationship are great ways to
differentiate yourself and inspire buyers to come to you.
Consultative Selling
Top Performers are 1.9x more likely to excel at inspiring
buyers to reach out for ideas and advice.
24%
44%
Top Performers The Rest
#1 Difference: Inspire buyers to reach out for ideas and advice.
© RAIN Group Learn How: Download the How to Change the Buyer Conversation with Insight Toolkit >>

4. Learn How: Read 4 Levels of TIME - How to Get More Done Every Day >>
Focus on your agenda and don't
get derailed by others.
How do you feel about putting your goals, ambitions, and
dreams on the backburner? Not great? Good, we agree.
Top Performers focus on their own agenda and don’t get
derailed by other people’s agendas.
Top Performers are
more likely to
focus on their
own agenda.
73%
Meetings you could be
briefed on later or by email
Repeated
status updates
Taking over a project
you don’t own
Talking to unqualified
prospects
Say no to:
© RAIN Group

5. This is the #1 skill of sales managers according to Top-Performing Sellers, and the greatest difference between
Top-Performing Sales Managers and other sales managers. It’s also critical that sales managers themselves are
highly productive in order to drive their own success and inspire their teams to be highly motivated for
productivity and performance.
of Top Performers strongly
agree managers motivate
sellers for high productivity
and performance.
SalesCoaching
Managers excel at motivating sellers for high productivity and performance.
50%
© RAIN Group Learn How: Read 3-Step Framework for Leading Effective Sales Coaching Conversations >>

6. Extremely productive people (The XP) are 5.3x more likely to have
productive habits overall. But changing habits when needed can be
tough. To help, use the framework, “When I, Then I. Will I?” For
example, "When I log on in the morning, then I will send 5 prospecting
emails." You call attention to the trigger and then direct your attention to
the productive habit. By asking, “Will I?” you hold yourself accountable.
1.7x
Top Performers are
more likely to
change their habits
when needed to
improve results.
Learn How: Download Unlocking the Productivity Code >>
Productive
© RAIN Group
Change your habits when needed to improve results.

7. Learn How: Download Competencies of Strategic Account Managers >>
It costs more to acquire a new customer than to retain an existing one.
One of the biggest opportunities for top-line growth is in finding and
capitalizing on cross-selling and up-selling opportunities. But there are
some big hurdles for teams to overcome. Most sellers:
Account Growth
Don’t bring their internal teams together to explore ways to add value
Don’t trust other areas of the organization or are territorial about
their accounts
Don’t see the additional opportunities
Don’t know enough about the other offerings in their organization
Don’t have the facilitation skills to fully explore value they can offer clients
Find and capitalize on maximum cross-selling and up-selling opportunities.
Top Performers are 65% more
likely to excel at cross-selling
and up-selling, but there’s work
to be done for all sellers.
Top Performers
The Rest
37%
22%
© RAIN Group

8. Learn How: Read 13 Tips to Master Your Next Proposal Presentation >>
of buyers say sellers
lack presentation skills.
Leading persuasive proposal presentations is a final step to winning
the sale. While the presentation itself is important, your preparation
ahead of time is essential to ensuring you hit the mark.
Find out who your competitors
are and when their
presentations are happening
Sales Presentations
80%
Know who will be
involved on your team
and the buyer’s
Do your research on
the buyer team that’ll
be present
Involve everyone on your
team and the buyer’s
Lead highly effective proposal and finalist presentations.
© RAIN Group

9. Learn How: Read 15 Ways to Get Referrals >>
Get referrals from buyers and other relationships.
Many sellers are uncomfortable asking for referrals from
buyers or other relationships. Here are some ideas to
help get your referral engine started:
Update your LinkedIn profile and stay
engaged with your contacts.
Give referrals to contacts in your network.
Provide valuable content your referral
sources can share with their networks.
Ask for a referral!
more likely to excel at
getting referrals from buyers
and other relationships.
T
o
p
P
erformers are
1.6x
© RAIN Group

10. Learn How: Read 20 Virtual Sales Relationship-Building Tips >>
Building strong, long-term relationships with buyers leads to repeat
business, account growth, increased referrals, and greater revenue
and margin. But in a hybrid world, it can be difficult to build
rapport in traditional ways. Start by:
57% of Top Performers excel at building
strong, long-term relationships with buyers.
Build strong, long-term relationships with buyers that buyers consider essential.
57%
Reserving time at the beginning of calls
for rapport-building
Joining the call a few minutes early
Going beyond sharing names/roles
Coming armed with rapport-building questions
35%
Top Performers The Rest
© RAIN Group

11. You need to make a strong ROI case for buyers so they
can justify purchase decisions. Uncover what matters to
them during your conversations and you’ll be able to
demonstrate how you’ll make an impact in that area.
This can include:
Time to market
Profitability
Waste
Cost savings
of sellers strongly agree
they understand how
their solution meets
the business needs and
ROI of buyers.
Quality improvements
Brand recognition
or preference
Employee productivity
Learn How: Read Understanding and Building Sales Impact Models >>
Impact Case
Make and communicate strong ROI and financial cases for buyers.
39%
© RAIN Group

12. Salespeople are often told: ‘‘The sellers who succeed the
most always ask great questions.’’ This is true to a point,
but some sellers take the advice too literally. If you always
ask questions, you won’t share a point of view or an
opinion, won’t tell stories, and won’t help set the agenda
for success. The key is to balance advocacy and inquiry.
Top Performers are 62% more likely to
lead conversations with the right balance
of asking questions and talking.
Lead conversations with the right balance of asking questions and talking.
Learn How: Read How to Lead Masterful Sales Conversations >>
62%
© RAIN Group

13. Learn How: Read 7 Time Management Tips to Boost Your Productivity >>
Maximize time spent on activities that drive the best results.
According to our research, the most productive people are more satisfied with their jobs, more
likely to be top performers, and are happier. Maximizing time spent on activities that drive the
best results is key. This means planning and being deliberate in how you spend your TIME.
of Top Performers maximize time spent
on activities that drive the best results.
40%
The XP are
4.2x
to minimize
low-impact
activities.
more
likely
Treasured: Time you hold dear.
Investment: Time that generates outsized returns.
Mandatory: Time you feel you must spend.
Empty: Time you waste.
© RAIN Group

14. Get your team across the finish line first by improving in these 11 areas.
Design a Sales Training Curriculum to Improve Sales Skills
© RAIN Group
Not sure where to start? RAIN Group can help.
With over 70 portable, modular blocks, we work with you to quickly design the custom sales
training programs your team needs to master skills across the sales process.
Contact us to learn more. >>
Sources:
1. The Top-Performing Sales Manager Benchmark Report, RAIN Group.
2. The Top-Performing Sales Organization Benchmark Report, RAIN Group.
3. The Extreme Productivity Benchmark Report, RAIN Group.
4. Virtual Selling Skills & Challenges, RAIN Group.
5. Top Performance in Sales Negotiation Benchmark Report, RAIN Group.

15. SALESTRAINING
PRACTICE OFTHEYEAR
THOUGHT LEADERSHIP
IN COMPLEX SALES
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