A survey conducted by a big benefits management company asked 365 CEOs and sales management executives, “What are the three key factors that separate high-performing sales professionals from moderate- to low-performing sales professionals?”

Both CEOs and C-level sales executives ranked “self-discipline/motivation” as the most important. Next in line were, “customer knowledge,” “innate talent/personality,” “product knowledge” and further down the list were “experience” and “teamwork skills.” 

Totally bogus. These are qualities of corporate greed. 

Value, service and help are the REAL three things that customers require to give their business and maintain their loyalty.

I’m a writer, but I’m also a salesman. I make sales calls and sales every day. If you’re interested in the most important factors of a high-performing salesperson, I’ll give you a real list. 

1. Perpetual, consistent, positive attitude and enthusiasm. This is the first rule of facing the customer, facing the obstacles, facing the competition, facing the economy and facing yourself. 

2. Quadruple self-belief. Unwavering belief in your company, unwavering belief in your product AND unwavering belief in yourself are the first three rules. But the fourth is the most critical of the self-beliefs: You MUST believe that the customer is better off having purchased from you.

3. Use of creativity. Creativity to present ideas in favor of the customer, and creativity to differentiate yourself from the competition.

4. Ability to give and prove value. To prove the value of your product or service, and your ability to give value beyond the sale to the PROSPECT so you can earn the order, the reorder and the loyalty.

5. Ability to promote and position. Personal use of the Internet to blog, demonstrate credibility on the Web, offer a weekly e-zine, using social media and achieving Google top ranking, so your customers and prospects will see you as a value provider and a leader in your field.

6. Exciting, compelling presentation skills. Not just solid communication skills, but superior questioning skills, listening skills and a sense of humor. 

7. The ability to “click” face-to-face. Finding common ground in order to relax the conversation and use rapport to get to truth.

8. Ability to prove your value and claims through the testimony of others. Testimonials sell where salespeople can’t. The BEST salespeople use video testimonials on YouTube to support, affirm and prove their claims. 

9. Ability to create an atmosphere in which people want to BUY (because they hate being SOLD). This is done by engaging and asking. Not presenting and telling.

10. Ability to build a relationship, not hunt or farm. I wonder if the “executives” talking about the qualities of great salespeople are the same morons dividing their salespeople into “hunters” and “farmers.” ADVICE: If this is your situation, find your way to the competition.

11. A PERSONAL social media platform that promotes your social selling and builds your reputation. The minimums are: 1,000 business Facebook likes, 500 LinkedIn connections, 500 Twitter followers, 25 YouTube videos and a blog where you post weekly.

12. Unyielding personal values and ethics. Great people have great values and great ethics. Interesting that 365 CEOs and executives don’t deem them in the top 10.

12.5. The personal desire to excel and be your best. 

And as for the next poll taken, here’s a great idea for CEOs and sales executives. There’s an easy way to find out the most important factors and qualities of great salespeople: make some sales calls yourself.