How to Boost B2B Sales Performance: Lessons from the Gartner Study

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Salespeople who excel at tactical flexibility are 3.4x more likely to achieve their goals.” — Gartner Study

The B2B purchasing process is more challenging than ever. Proof of this is in a study that Gartner recently published, where it analyzed more than 3,500 salespeople, 1,000 sales leaders and 8,000 workflows to identify the most relevant skills for high performance.

Study Methodology
The Gartner study used a comprehensive, multidimensional norway number dataset to understand the impact of salespeople’s competencies on performance. Key steps included:

Skills diagnosis: Analysis of how specific skills are related to achieving goals.
Time use assessment: Mapping the activities of 8,000 salespeople to identify bottlenecks and optimization opportunities.
Surveys and Interviews: Over 1,000 sales leaders were interviewed about sales strategies and priorities.
Real data and success stories: Using big data to correlate skills with practical results.
It is important to understand this solid foundation, as it provides greater security and ensures that the insights are reliable and applicable to the current B2B sales scenario.

Here is a summary of the key findings and strategies for transforming sales teams into results machines, using the Gartner study as a reference.

The new challenges of the B2B Salesperson
According to the study, the sales environment has never been more challenging. Today:

72% of salespeople feel overwhelmed by the skills required.
50% face difficulties in using technology efficiently.
Connecting with buyers in a scenario with multiple profiles or personas requires more than technical knowledge. It takes a strategic set of human and technological skills to drive results.

The three essential skills
The Gartner study highlights three fundamental pillars for sales success:

1. Mindset: Connecting Deeply with the Buyer
Mentalization is the ability to understand and anticipate buyers’ needs, emotions, and behaviors, even when they’re not explicit. It combines emotional intelligence and interpersonal skills to create deep connections.

Active listening : Fully absorb what the customer says and demonstrate empathy.
Perspective : Put yourself in the customer's shoes to understand their challenges and opportunities.
Empathy : Recognize and validate the buyer's feelings, strengthening the relationship.
Cognitive decoding : Analyzing information to predict behaviors and adapt strategies.
Impact: Salespeople who master mindset are able to create highly personalized experiences, increasing closing rates and customer loyalty.

2. Tactical Flexibility: Adapting in Real Time
Tactical flexibility is the ability to quickly adjust strategies based on customer needs and behavior. This is essential in a market where requirements are constantly changing.