Are your salespeople “knowledge brokers”?

As a businessman, would you say that “maximizing” your sales revenue important?

If it is, you need to make certain your sales (and marketing) folks are “knowledge brokers”.

I have been reading a lot lately about how sales people need to be “challengers” and that there is no time left for relationship building with buyer’s busy schedules. My perspective is slightly different, but I understand where others may be coming from.

The power of the internet has clearly changed the buyer-seller dynamic and a new approach to selling is required. The buyer suddenly does not need to rely on the salesperson for much of their information gathering. They simply go to the web and conduct research. They communicate with peers about solutions and ROI. By the time the salesperson gets engaged in the process, the buyer is often on their way to a final decision. For additional insight in the “buyer’s journey”, listen to Christine Crandell’s presentation (

So, what is the role of the salesperson on today’s marketplace? I believe it is one of maturing to a higher level of competence.

I have been selling for more years than I care to discuss and throughout my career, my position has always been to act as a “knowledge broker”. It was (and is) always important to have some amount of information about my product or service that the buyer could not get easily. In the early days, it was all about features, functions and benefits. Now it is much more about how the product or service fits into the buyer’s business, how it works for other industry leaders. It is about how to implement it quickly easily and with as little business interruption as possible. It is about value added partnering.

Additionally, the salesperson of today needs to have enough business background to demonstrate competence and make the buyer feel like he/she is working with someone who understands their business.

The competencies required to mature and become a “knowledge broker” include:


                                    Of general business process and strategies

                                    Of the prospect’s business process and strategies

                                    Of the industry’s needs and direction

                                    Of the competition’s offering and how it is different

                        Questioning and Listening Skills (selling – not telling)

                        Strategic Thinking

                        Conviction, Confidence and Integrity

                        A Higher Level of Relationship Skills


So, if you want to “maximize” your sales revenue, you can begin by assessing your sales organization’s qualifications based on the requirements above.  If you are not sure how to do that or don’t have the time, there are professionals available to guide you through the process and confirm your present impressions.

In my next BLOG we will discuss what the marketing department needs to do to become “knowledge brokers” as well.



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