Meeting sales quotas today is more challenging than ever. Buyers increasingly demand personalized solutions, sales cycles grow longer, and technology is reshaping sales processes. The key for sales reps is figuring out how to adapt and excel in this evolving landscape.

How are top sellers meeting sales quotas?

Selling Power shares findings from a study done by Ebsta. Their comprehensive analysis of one million hours of sales conversations and 530 companies revealed:

• Win rates are down 18%.
• Sales cycles have increased 16%.
• Deal values have dropped 21%.

Times are challenging. Yet still top sellers are hitting goals and finding success. What are they doing to stay successful?

“Being successful in sales isn’t just about your winning smile and personality,” writes Paul Schmidt.

“It’s about the strategies you use across every opportunity.”

As he points out, the Ebsta findings highlight the importance of specific key stages of the sales process.

Pipeline generation

As SalesFuel explains, sellers must ensure they have a healthy pipeline.

“A robust sales pipeline will help you maintain your momentum, streamline the selling process and close sales with prospects faster.”

A sales pipeline outlines the steps a prospect takes to become a customer, divided into stages. These stages guide interactions and help track progress. The pipeline also helps manage the sales process effectively.

By focusing on their pipeline and targeting accounts and personas with a proven track record, top performers drive sales velocity. This helps them close deals more than three times faster, Schmidt reports.

For tips on creating and maintaining a robust pipeline, take a look at these best practices.

Qualification

Sellers must, according to Schmidt, “know who the key players are with any prospect, and engage them early.”

Jonathan Costet, writing for Gong, agrees.

“Many salespeople waste too much time on prospects with little to no chance of converting. Meanwhile, the good prospects they should’ve focused on have already gone cold.”

But top performers put in the time and effort to thoughtfully qualify leads. Through best practices, like having a defined persona and thorough research, they ensure every prospect is a good match.

Objections

“Did you know more than three-​quarters of missed opportunities featured unresolved objections raised early in the sales cycle?” Schmidt asks.

Effectively addressing objections is another essential step in meeting sales quotas. Those who meet goals continuously develop objection-​handling skills. This helps them get an edge over other sellers.

Sales reps will inevitably face objections from buyers. It's crucial for them to know how to handle objections professionally. Effectively managing objections helps move the sales process forward.

SalesFuel recommends these four steps when faced with objections. And remember, role-​playing and other skill-​nurturing tactics keep those skills fresh.

Relationship management

Long-​term relationships continue to be the foundation of sales success. Top performers who hit quota know that targeting the right persona(s) at the right time is crucial for relationships.

Schmidt reports that successful deals often have increased activity during discovery and negotiation. Meanwhile, lost deals show early activity followed by a lack of follow-​up. Engaging key stakeholders early sets the foundation for success.

And even more important is to continue to build relationships past the initial engagements.

“It’s essential to continually invest in customer relationships in sales, especially in the B2B world,” SalesFuel advises.

“Sellers should think of selling as not a one-​and-​done transaction. Instead, it should be considered a foundation for long-​term business.”

In today’s competitive landscape, meeting sales quotas requires more than just skill. Doing so requires strategy. By focusing on a strong pipeline, qualifying leads, handling objections effectively, and nurturing relationships, top sellers stay ahead.

Photo by Andrea Piacquadio