SLII® for Sales: Developing High-Performing Salespeople

A high-performing sales force can lift an entire organization to new heights. That’s why it’s so important to give salespeople everything they need to succeed. But too often salespeople are left to struggle on their own. Hoping the problems will resolve on their own, their managers ignore warning signs like inconsistent performance, low motivation, and delayed response times to customers.

Well-meaning sales leaders may try coaching their people to better performance. While coaching is a wonderful tool, this alone is unlikely to develop a successful salesperson, fix the problems of a salesperson who is struggling, or keep a high performing salesperson from jumping ship.

SLII^® for Sales teaches leaders to have conversations with salespeople that help underperformers hit sales targets and keep high performers engaged. The program shows managers how to provide each salesperson with the precise leadership style they need to improve or overcome whatever challenge they are facing. Using the Diagnosing and Matching skills from SLII^®, sales leaders can address issues and give people the solutions they can’t give themselves.

How SLII^® for Sales Works in the Real World

Suppose you are a sales leader, and you’ve just brought a new person onboard your team. Let’s see how you can use SLII^® for Sales to develop and nurture your new hire into a high performing member of the team.

The Enthusiastic Beginner. Your new salesperson is a 22-year-old with a friendly personality but little actual sales experience. They have a high commitment to becoming good at sales and they are curious, hopeful, and excited.

A salesperson at this level is an enthusiastic beginner. A directing leadership style is appropriate at this stage. You need to teach your new hire everything about the sales process—from making a sales call to closing the sale—and lay out a step-by-step plan for their self-development, teaching them what experienced salespeople do and letting them practice in low-risk sales situations.

The Disillusioned Learner. Now, suppose your new hire has had a few weeks of sales training. They understand the basics of selling but are finding it more difficult than expected. They’re not quite as excited as they were before. They even look discouraged at times.

At this stage, your salesperson is a disillusioned learner. What’s needed now is a coaching leadership style, which is high on both direction and support. You continue to direct and closely monitor their sales efforts, and you also engage them in two-way conversations. You provide a lot of praise and support at this stage because you want to build their confidence, restore their commitment, and encourage their initiative.

The Capable, But Cautious, Contributor. In time this salesperson learns the day-to-day responsibilities of their position and acquires some good sales skills. They still have some self-doubt and question whether they can sell well without your help.

At this stage, the salesperson is a capable, but cautious, contributor. This is where a supporting leadership style is called for. Since their selling skills are good, they don’t need direction. They need you to listen to their concerns and suggestions and be there to support them. Now is the time to encourage and praise—but rarely direct—their efforts. Help them reach their own sales solutions by asking questions and encouraging risk-taking.

The Self-Reliant Achiever. Eventually, your former new salesperson becomes a key player on your team. Not only have they mastered sales tasks and skills, but they’re also working successfully with some of your most challenging clients. They anticipate problems, are ready with solutions, work successfully on their own, and inspire others.

Congratulations—your salesperson has reached the self-reliant achiever stage. At this level of development, a delegating leadership style is best. Turn over responsibility for day-to-day decision making and problem solving. Empower them and allow them to act independently. Challenge them to continue to grow and cheer them on to even higher levels of success.

As a sales leader, your goal is to develop your salespeople to perform at the highest level possible. SLII^® for Sales gives you powerful tools to achieve this goal—and to help lift your organization to unprecedented heights.