Distinguishing between those who merely participate and those who consistently exceed their quotas is more critical than ever. 

Recent research from Linkedin Sales Solutions has shed light on specific habits and behaviours that separate top performers from the rest. By analysing data from over 2,000 sellers worldwide, experts have pinpointed ten behaviours, condensed into three transformative habits, that are statistically linked to exceptional sales success.

This exploration offers a roadmap for sales professionals aiming to refine their strategy and achieve sustainable growth in the competitive B2B sector.

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Habit 1: Prioritise High-Potential Accounts

Behaviour 1: Research Prospects

Top performers do significantly more research on prospects before outreach compared to their peers, indicating a tailored and informed approach to initial contact.

Behaviour 2: Research Customers

Successful sellers use in-depth customer and industry research to inform cross-sell and upsell strategies, leveraging existing relationships to maximise value.

Behaviour 3: Use Sales Intelligence Tools

The adoption of sales intelligence software is a common trait among top sellers, enabling them to prioritise accounts more effectively by utilising data-driven insights.

“Some people are concerned that AI is going to reduce jobs in sales. But, imagine every seller on your team is 30% more effective. Are you going to want more sellers or less sellers? If you have that opportunity in front of you, you’re going to want to double down” - Dan Shapero Chief Operating Officer, LinkedIn

Habit 2: Identify and Build Key Buyer Relationships

Behaviour 4: Create Warm Paths Through Connections

Networking plays a crucial role, with high achievers identifying connections that can provide a warm introduction to potential buyers.

Behaviour 5: Multithread Deeply into Each Account

Establishing a web of at least seven contacts within an account, including decision-makers and influencers, is a strategy employed by the most successful sellers.

“True multithreading is the ability to identify key stakeholders inside an organization who will be influenced, impacted, responsible, or accountable for a decision to buy your products or services. As the size of buying committees continues to grow, effectively multi-threading your opportunities will not only help you close bigger deals, but also prevent you from losing deals when your champion changes companies” - Hannah Ajikawo Chief Executive Officer, Revenue Funnel

Behaviour 6: Utilise Social Networks

Top performers extensively use professional social networks to identify and research key decision-makers, understanding the importance of social insights in modern selling.

Behavior 7: Nurturing Relationships

Spending more time nurturing relationships than in the past, top sellers build trust and gather valuable feedback, fostering long-term connections.

Habit 3: Find Hidden Allies and Timely Intel for Relevant Outreach

Behaviour 8: Gather Intel from Hidden Allies

Seeking out and connecting with individuals outside the buying committee can uncover crucial insights into the target account's internal dynamics.

“High performers succeed by spending more time and attention doing their homework early in the sales cycle to understand the buyers’ business. When sellers convey that deep understanding in their outreach, they are far more likely to break through and generate interest from a customer.” - Matt Dixon, Founder, DCM Insights

Behaviour 9: Monitor Social Networks

Keeping an eye on decision-makers social media activities helps in timing outreach efforts with relevant and engaging content.

Behaviour 10: Stay Up to Date on Industry News

Staying informed on business news related to the target account and industry allows for timely and relevant outreach, enhancing the chances of sales success.

The Impact of Deep Sales Behaviors on Quota Attainment

Delving into the correlation between these behaviours and quota attainment reveals a stark difference in performance. Deep sellers, who embody most or all of these behaviours, have a significantly higher rate of exceeding their quotas compared to their shallow counterparts.

Specifically, 42% of deep sellers exceed their quotas, compared to only 22% of shallow sellers. This gap underscores the tangible benefits of adopting a more nuanced, relationship-focused, and research-intensive sales approach.

Embracing AI and Sales Intelligence Technologies

The evolution of sales has been significantly influenced by technological advancements, particularly AI and sales intelligence tools. Top performers not only excel in the art of sales through these ten behaviours but also leverage technology to augment their capabilities.

By embracing AI and sales intelligence, sellers can enhance their workflow, gather superior insights, and ultimately, outperform their targets.

 

Dismissing these tools as mere hype is a mistake.

They are fundamentally reshaping the sales landscape, offering a competitive edge to those willing to adapt.

A Path Forward

The B2B sales arena is witnessing a shift, where success is increasingly defined by a seller's ability to adapt, research, and build meaningful relationships.

The three habits and ten associated behaviours offer a blueprint for sales excellence, emphasising the importance of strategic account selection, deep relationship building, and leveraging technology for actionable insights.

By internalising these practices, sales professionals can set themselves apart in a crowded marketplace, ensuring long-term success and growth.

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Prefer a visual representation of the three habits to help you succeed in understanding deep sales behaviours. Here’s a link to one LinkedIn made to help you understand them further.

FAQ’s

What is Deep Sales?

Deep Sales refers to a strategic approach in the sales process that emphasizes thorough research, relationship building, and the use of sales intelligence tools.

It involves understanding the needs and challenges of prospects at a deeper level, establishing strong connections with multiple stakeholders, and leveraging data to prioritize high-potential accounts.

How do Deep Sales differ from traditional sales methods?

Unlike traditional sales methods that may focus more on volume and quick transactions, Deep Sales prioritises quality and depth of engagement.

This approach involves extensive research, strategic account selection, and the nurturing of meaningful relationships with key decision-makers and influencers within an account.

The goal is to create value for both the seller and the buyer through a deeper understanding and alignment with the buyer's needs.

Why are relationships so important in Deep Sales?

Relationships are crucial in Deep Sales because they allow sellers to gain insights into the buyer's business, challenges, and goals.

By building trust and establishing credibility, sellers can more effectively tailor their solutions to meet the specific needs of their clients.

Strong relationships also facilitate smoother negotiations, higher customer satisfaction, and opportunities for upselling and cross-selling.

How can sales intelligence tools enhance the Deep Sales process?

Sales intelligence tools provide sellers with data-driven insights into their prospects and customers, such as buying behaviour, industry trends, and company news.

This information enables sellers to prioritise their efforts on high-potential accounts, tailor their outreach with relevant content, and identify the right timing for engagement.

As a result, these tools can significantly increase the efficiency and effectiveness of the sales process.

Can Deep Sales techniques be applied to any industry?

Yes, Deep Sales techniques can be applied across various industries, especially in B2B settings where the buying process is complex and involves multiple stakeholders.

By focusing on research, relationships, and relevance, sellers can adapt the Deep Sales approach to suit the specific characteristics and challenges of their industry, enhancing their ability to connect with prospects and close deals.