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The blog
December 8, 2024
What Really Drives B2B Sales Success? šŸ†
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Thank you to everyone who participated in our recent poll on the key predictors of B2B sales success!

Now, let's unveil the science behind the sales game.

A groundbreaking meta-analysis of 139 independent studies from 1980 to 2019 has some eye-opening insights:

šŸ„‡ The Winner: Salesperson Attributes Turns out, the salesperson's qualities are the most significant predictors of success. Top factors include:

  • Adaptive selling
  • Customer orientation
  • Self-efficacy
  • Effort

🄈 Runner-up: Organizational Factors Your company's approach matters too:

  • Technology usage
  • Leadership
  • Organizational support

šŸ„‰ Bronze: Customer Attributes Building relationships pays off:

  • Customer trust
  • Relationship quality

šŸ… Honorable Mention: Environmental Factors Market conditions and tech advancements have moderate significance.

So, how did your predictions stack up against the research?

The takeaway is clear: when hiring for B2B sales roles, thoroughly assessing candidates' skills is crucial.

Remember, while organizational and environmental factors play a role, individual salesperson attributes are the strongest predictors of success.

#sales #interviews #informedecisions

*Source: Ohiomah, A., Benyoucef, M., & Andreev, P. (2020). A multidimensional perspective of business-to-business sales success: A meta-analytic review. Industrial Marketing Management, 90, 435-452.

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