Lee Salz, a renowned Sales Management Strategist, Keynote Speaker, and Author, shares his expert insights with Workwolf on breaking through barriers to sales success, aligning sales strategy with business goals, finding the right sales talent, and leveraging Sales Differentiation© strategies. He also explores how his experience in competitive powerlifting shapes his disciplined approach to sales management.
Breaking Through Barriers to Sales Success
According to Salz, one of the most common “artificial barriers” holding sales teams back is the lack of a defined strategy, process, and tools. “Many companies, particularly small and mid-sized ones, hire salespeople and simply hope for the best,” he explains. This “entrepreneurial sales” approach, where salespeople are expected to create their own path, often results in failure or long ramp-up times. On the other end of the spectrum is “execution sales,” where companies provide a structured framework, including steps, value propositions, messaging, and more. While personalization is necessary, having a defined framework significantly reduces the risk of underperformance.
Aligning Sales Strategy with Business Objectives
To ensure alignment between sales strategy and business goals, Salz begins by understanding the specific objectives the sales team must achieve. While revenue is a primary target, there may be other goals such as product adoption, entering a new market, or competing with specific rivals. “Once we understand the business objectives, we translate them into specific activities and behaviors for the sales team,” he notes. Sales compensation models are then developed to reflect the contributions salespeople make toward these objectives.
Finding the Right Sales Talent
Salz emphasizes that the term “top talent” is subjective. “The right salesperson for one organization may be very different from another,” he says. He encourages companies to move away from searching for “great salespeople” and instead focus on finding the right fit for their specific sales role. Every sales position has its own “DNA,” meaning the factors that contribute to success or failure can vary widely. By identifying candidates who have the potential to excel in their unique role, companies can achieve far better hiring outcomes.
Leveraging Sales Differentiation© Strategies
In his book, Sales Differentiation, Salz outlines two key aspects of differentiation: differentiating what you sell and how you sell. “Most salespeople focus heavily on differentiating what they sell, but differentiating how you sell is often more impactful,” he explains. Every interaction with a prospect presents an opportunity to stand out from the competition. By focusing on creating meaningful and memorable touchpoints, salespeople can “outsmart, outmaneuver, and outsell” competitors, regardless of market limitations.
Discipline and Mindset in Sales Management
Salz’s experience as a competitive powerlifter since 2000 has shaped his approach to sales and sales management. “In the gym, I train not just to be stronger tomorrow, but to prepare for competition,” he says. This disciplined mindset translates directly to sales, where continuous self-improvement and preparation are crucial. Unlike professional athletes who train extensively before competing, many salespeople jump straight into “the game” without adequate preparation. Salz emphasizes the importance of earning the title “sales professional” by committing to daily self-improvement and delivering greater value to clients.
Summary
Lee Salz
Salz underscores that success in sales requires the same dedication and continuous improvement as competitive sports. Sales professionals must train, refine their skills, and consistently strive to provide more value to clients, setting themselves apart through preparation and a relentless drive to improve.
