What do top B2B sales reps do differently than others? LinkedIn and Ipsos Research analyzed over 2000 sales reps and found out. They termed something called “deep sales” habits vs. “shallow sales” habits, referring to the extent of the effort that sales reps go to in certain specific areas of their interactions with prospects. Here are the top 3 most neglected (yes, ignored) and yet most effective “deep sales” habits to adopt if you want more clients.

Prioritize and Identify

The first job of any sales or marketing strategy is the identification of the target. But how do you come up with this? If you guess at the target, well there’s a saying in market research that ‘garbage in is garbage out’. Meaning, that the effort that goes into this stage of the selling process is almost certainly responsible for the seller’s success. When buyers are no longer interested in just a problem/solution approach, they are looking for new insights, new thinking, and a fresh perspective as your solution. They are looking for something that changes the game and changes the competitive landscape for you as well as for them. In order to do this, reps with “deep sales” habits spend a lot more time on researching prospects and industries as well as their competitors. They use AI and sales intelligence software to pick who is a good target. They use info such as the prospects’s strategic priorities, pain points and growth trajectories.

Building Relationships

Here’s an eye-opening statistic: 54% of buyers follow vendors they have bought from before, when they transfer to a new job. What’s more interesting, is that 50% of buyers actually prefer to buy from the same sales rep from that vendor. That just goes to prove that relationships are key in the buying landscape. Statistically, the Ipsos research found that “deep sales” reps spent more time vs shallow ones with both prospects and existing clients. They asked for feedback and provided more value. Considering that buying teams are now at least 7 people in size, consider expanding your relationship efforts to the whole buying committee. Build relationships that will carry you through years of mutual job changes.

Hidden Allies

Finding hidden allies who provide intel to time the outreach to buyers were found to be critical with “deep sales” habited reps. Allies outside the buying committee, from other departments were instrumental in figuring out new industry or company news, developments and pain point triggers. Approaching B2B buyers armed with data, intelligence and a trigger event will shift the landscape for trying to break into large corporate buyers.

So, like with any job, when you do a deep dive into your work, you’re going to be rewarded for it every time.

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