You’d be surprised how many sales people really don’t understand the problems their customers face.”

-Steve Benson

What is it about top performing salespeople that makes them so successful? Is it charisma, product knowledge, maybe a little luck, that enables them to land the prized accounts? Does knowing the product inside and out matter more than likability? Or does personality trump expertise? Turns out, the answer lies somewhere in between.

My guest today believes all sales professionals can achieve amazing results if they develop key skills — listening, curiosity and patience — to help them understand their customers at a deeper level. It’s not enough, he says, to know your product or service inside and out. A successful salesperson gets to the heart of a customer’s problems and offers customized solutions to solve those problems.

On today’s episode, I talk to entrepreneur and sales expert Steve Benson about specific strategies for how you can become a top performer and the mistakes he sees organizations make that keep them from getting the results they’re after.

“(It’s about) figuring out the fit, figuring out the problem and then mapping out the different solutions to that problem so that (the customers’ problems) can actually be solved in a customized fashion,” Steve says.

Today we’re going to talk specifically about the missteps companies make when courting new customers, Steve’s biggest takeaways from his time working with companies like IBM and Google, and what he sees for the future of sales professionals.

Buying something is a very human process,” Steve says. “You want a guide, and you want someone who you can trust, who’s an information source, who understands you and your business.”

I know you’re going to love this discussion, and you’re going to learn a ton from Steve Benson on this edition of Grow My Revenue!

Listen to this episode and discover:

  • What top sales professionals do that others don’t.
  • Why understanding the customer and their problems supersedes nearly all else.
  • Steve’s approach to selling and why he believes you should cast a broader net.
  • What most salespeople fail to do when it comes to courting new business.
  • And so much more…

Episode Overview

Steve Benson is the founder and CEO of Badger Maps, a route planning app for field sales reps. Steve earned an MBA from Stanford University and built a successful sales career working for companies like IBM, Hewlett-Packard and Google. He was Google Enterprises Top Sales Executive in 2009. Today, helps companies optimize their sales performance.

I think sales people don’t understand their customers businesses nearly enough and therefore they can’t really connect with them and can’t connect with the solution to their problem,” Steve says.

In this episode, he talks about:

  • What he learned about sales working at IBM.
  • The hierarchy of importance every salesperson needs to understand.
  • Why your biggest competitor is often not another company.
  • Why he thinks the role of the sales professional will become more important, not less, in the next decade.

I think that human relationship and that human interaction (that’s crucial in sales) is something that doesn’t go away,” Mark says. “It’s so much more of a human process, you need that warm touch.”

Tune in for all of these nuggets of wisdom, and more, on today’s Grow My Revenue with Steve Benson.


Steve’s Badger Mapping Blog
Steves’ Badger Mapping app

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Check out John Ruhlin’s new book Giftology. John is a brilliant guy, and his book is sure to be an instant bestseller.


If you enjoyed this session with Steve Benson let him know by clicking on the link below to send him a quick message on LinkedIn or Twitter:

twitterClick here to thank Steve Benson on Twitter
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What’s On Your Mind

As always, this episode provides inspiration, entertainment, and especially an actionable message that can drive remarkable results – and if you have any questions for a future episode, contact me.

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