Assess Yourself on 13 Critical Selling Activities

Sales DialYou may have read or heard of the book Getting to Yes, Negotiating Agreement Without Giving In. Many people don’t appreciate the difference between negotiating and selling with some thinking that selling is telling customers why they should buy, highlighting the features, benefits, and great value, whereas negotiating is the fine art of coming to an agreement on terms. I propose that selling is a process that encompasses 13 activities that drive customers to say “yes” over and over again and is much bigger than negotiating.

All sales people have limitations in their selling abilities and strengths. Even if they’re strong in most areas, they only have 24 hours in a day like everyone else. What salespeople should understand are the critical factors for selling success, self-evaluating themselves across those parameters, and finding ways to cover weaknesses within the defined boundaries of work-life balance. Those 13 critical selling activities are:

  1. Defining the competitive landscape
  2. Prospecting
  3. Qualifying leads/customers
  4. Planning calls
  5. Building relationships
  6. Identifying customer needs
  7. Presenting value
  8. Managing customers objections
  9. Negotiating
  10. Closing the sale
  11. Managing accounts
  12. Managing sales portfolio
  13. Developing a customer pipeline

Sometimes a sales coach can provide perspective and tools to organize, prioritize, and help strengthen these selling areas. Sales coaches can be a resource in brainstorming techniques in specific sales situations and markets. They can help you self-assess your impact and work as a partner toward improving skills while providing a non-biased and safe relationship. Dial in your sales success by investing in a sales coach.

About the Author: Sandra Dillon is a professional coach with an extensive background in leadership, sales, and business coaching. She administers DISC® and Myers-Briggs/MBTI® testing, designs and facilitates workshops, and coaches both individuals and teams. She has a passion to help people be the best versions of themselves. You can learn more about Sandra or engage her as your coach by reaching out to her at or by visiting her website at