Survey: Sellers Want Better Account Planning and Executive Selling Skills in 2017

On September 14, SPI released a research report entitled “Voice of the Sales Force,” which analyzed the compiled opinions of 565 sales professionals employed in a variety of industries, worldwide – one of the broadest studies of its kind. The survey solicited sellers’ perspectives about what they need to be successful in 2017.

The report’s findings are organized into four parts, each describing a critically important facet of sales performance:

Sellers Want to Show Their Impact in Accounts

The study provided respondents with a number of potential options for investments that would help them to grow business in accounts. The top ranked request selected by sales professionals was for more help in quantifying the impact their organizations make in strategic accounts.

In other words, sellers want to be able to get credit for the value they deliver to customers, and in order to do this, they need more help in quantifying and communicating that value. This should result in a higher level of account relationship, more repeat business, and higher protection from competitive encroachment in accounts.

Sellers Want Account Planning and Selling Skills

Of all the other options for investments to grow business in accounts, the next four responses were equally requested by sales professionals and managers. These options were:

Overall, sellers want help with planning how to cover accounts more effectively, so that they can maximize the business they can generate. They also want effective messaging and tools for selling additional business in accounts. And finally, sellers want to improve their level of relationship in accounts by enhancing their executive-level selling skills.


In subsequent blog posts, we’ll share more details of key findings of this important research study. In the meantime, you can download a free copy of this research report by clicking here.

If your organization wants to invest intelligently and effectively to improve sales performance, we can help – contact us for a complimentary consultation at +1 (704) 227-6500, or by email to

Tim Sullivan is Director of Business Development with Sales Performance International. He is co-author of The Solution Selling Fieldbook, and more recently, The Collaborative Sale: Solution Selling in a Buyer-Driven World.

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