How to Overcome the Sales Effectiveness Blockade

Sales effectiveness is a journey that often feels like trying to find your way through a dense forest without a compass.

The path to sales excellence is filled with potential pitfalls and roadblocks that can derail even the best in the game.

Among these challenges, three stand out as particularly intimidating adversaries:

Misinterpreting business differentiation.

Not going higher than the client's problem.

The gap between the idea of authentic coaching and its practical implementation.

To dismantle these barriers and unlock the true potential of sales effectiveness, we turn to insights from David Byck, Vice President of Visualize.

Step-by-Step Guide to: 

1. Adopt the Johari Window

At the heart of overcoming sales challenges is the quest for self-awareness and personal development.

David illustrates this path using the Johari Window.

“Let me explain the Johari Window because this one just really landed with me. And it was created by two psychologists, Joseph Luft and Harrington Ingham. So they took their first names. Joseph and Harrington. And Johari has been around for about 60 years. But what it does is it gives us a bit of a view into what we do, why we do it, why we don't do things.”

In other words, the model not only helps sales professionals understand their strengths and areas for improvement but also uncovers hidden potentials that can impact performance when leveraged correctly.

Additionally, combining objective assessments, like those offered by the Objective Management Group, into the Johari Window framework allows for a complete understanding of yourself; identifying and addressing potential blind spots, enhancing productivity, and fostering job satisfaction.

2. Learn the Art of Strategic Differentiation

What truly sets your offerings apart?

Answering this question is the lifeblood of differentiating your products or services beyond simply being unique.

True differentiation is about understanding and expressing the specific issues you solve for your clients in a way your competitors simply can't.

“Being different is one thing, but truly understanding how you differentiate from your competitors from alternative options from customers doing it themselves, the ability to differentiate is really different,” as David points out.

Moreover, strategic differentiation should resonate through every aspect of how you position your products or services, ensuring that the value provided is both recognized and appreciated by customers.

3. Elevate Sales Conversations Beyond Pain Points

You've identified your customer's business problem.


However, to truly accelerate growth and success, you must go way beyond that.

You must also connect these issues to measurable outcomes and the broader business goals of your clients.

"Start discussions by understanding what success looks like for the person you're speaking with,"

David advises, aligning your approach with the client's key performance indicators (KPIs) or major business objectives (MBOs).

4. Unlock Productivity and Leadership Excellence Through Authentic Coaching

In business, addressing common challenges at a strategic level is critical for securing necessary investments and driving solutions forward.

This is especially true for often overlooked problems, such as data management, which can have a resounding impact on productivity and decision-making.

“Coaching needs to be set aside as a separate kind of moment and time in the week to be able to elevate the individual challenge of making it more productive.”

Genuine coaching transcends deal reviews or ad-hoc advice; it demands dedicated, consistent efforts to develop talent, foster accountability, and prepare teams for autonomous performance.

So, what have we learned today?

Overcoming the sales effectiveness blockade requires a multifaceted approach that takes into account self-awareness, strategic differentiation, elevated conversation, and authentic coaching.

By embracing these strategies, a sales professional can unlock new levels of success and fulfillment in their careers

Now that you know how to overcome the most important sales effectiveness barriers, discover the full list of episodes at The B2B Revenue Executive Experience. If you enjoy the show, instructions to rate and review it are found here.

Get the latest B2B sales insights and ValueSelling tips monthly.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Share this post

The Evolution of DevOps and Its Next Frontier
March 26, 2024
How to Win More with Less in B2B Sales
March 19, 2024
How to Build a World-Class Enablement Function
March 12, 2024
How to Unleash Your Rep Superpowers
March 5, 2024