Sales Training Weekly: The Pursuit of Excellence in Sales

Many sales professionals treat their role as a typical nine-to-five job — meeting minimum company requirements and waiting for their paycheque at the end of each month. They rarely see sales as a long-term career or personal venture. For them, simply hitting their targets is sufficient; they seldom reflect on how to achieve true excellence.

Yet in everyday life, we instinctively recognize excellence. We naturally gravitate toward the best — whether it’s Häagen-Dazs as the go-to premium ice cream, a trusted dentist, or our favorite sushi bar. These choices are shaped by standards — high benchmarks that go beyond the average.

Consider the best cars, the most respected fashion labels, the most powerful computers, or the most popular smartphones. Consumers don’t typically settle for second-best. These products stand out not by meeting industry standards, but by setting a new, higher bar.

Sales are no different. Achievements are inevitably measured against standards — whether in terms of service, product knowledge, or customer satisfaction.

Ask yourself: What standard have you set for your sales career? Who contributes to defining those standards? Beyond internal KPIs, customers hold their expectations. Industry peers observe your reputation. And your professional network, both offline and online, also defines how you are perceived.

Reputation is no longer only built through performance within the company. It is also shaped by how consistently you deliver service, the quality of your product knowledge, and the level of trust you inspire — especially in a world where digital platforms amplify every experience.

Do not fall into the trap of believing that meeting corporate expectations and receiving a paycheque is the measure of success. In many product categories, there is often only one dominant winner. Microsoft once set the benchmark for personal computers, then Apple’s iPhone redefined it. Social media platforms like Friendster and MySpace had their moments — until Facebook raised the standard. Messaging tools like ICQ and MSN were eventually replaced by WhatsApp, which offered a superior user experience.

Many managers only want their employees to follow orders, remain compliant, and not think beyond directives. But this mentality limits potential.

I recall a senior executive in the healthcare industry instructing his sales team not to waste time learning clinical knowledge — only to focus on sales numbers. The result? Reps do not understand doctors’ needs and can’t engage with doctors by value, often jumping straight to asking for orders after a few awkward lines. Naturally, doctors refuse to meet with them again.

As a sales professional, it’s worth asking yourself how far are you from being best-in-class.

• Are you just an average salesperson?
• Are you among the top 25% in your industry?
• Or are you a trusted consultant — exceeding sales targets, building customer loyalty, driving profitability, and deepening client relationships?

You might think these high standards are out of your control — especially when dictated by corporate frameworks. But in today’s transparent world, you have the power to define your brand, build your reputation, and set your standards. These will follow you across roles, industries, and employers.

Here are a few key performance indicators entirely within your control:

1. Do you have a deep understanding of how your industry operates?
2. Is your product knowledge at a subject matter expert level?
3. Do you understand your competitors’ offerings better than they understand their own?
4. Do clients seek your input when choosing products or services?
5. Have you established a personal code of professional conduct that goes beyond basic expectations — such as being punctual, well-prepared for meetings, honoring commitments, and sharing success with colleagues?

Never assume that doing the bare minimum will keep you competitive. Complacency leads to price wars. Excellence, on the other hand, commands trust and value.

Setting higher standards must start with you. Stop settling for mediocrity. List the qualities you believe define your excellence, then compare them with what your clients expect from a top-tier sales professional. The gap between these two lists will illuminate your roadmap to excellence.

21/4/2025–27/4/2025