| | October 20188CIOReviewCan a top Account Executive of 20 years ago still be successful in today's complex and competitive sales environment? Are the same sales attributes of yesteryear still critical today? Do today's Account Executives need to use their talents differently than before? Do today's Account Executives need to rely on other talents to be successful? The answer to all four of these questions is a simple "yes."With the advent of the digital revolution, social media and non-traditional revenue (among others) it is not surprising that a lot has influenced media sales over the last 20 years, yet Account Executives still need to consummate the sale. Thus, in order to be successful; they still have to close, they must be motivated, they still have to initiate and secure relationships and have a strong work ethic. Many of the best employ additional talents that contribute to their success. In order for managers to recruit effectively, they must reshape how they select and manage sales talent. For the past 30 years, we've studied the characteristics/talents of some of the best Account Executives in the business. This ongoing research signified the evolution of the sales success model from a needs based persuasive seller to a more sophisticated, innovative and strategic selling partner.Yes, the best Account Executives are still ardent commitment seekers who utilize their knowledge to create informative and highly persuasive presentations. SelectionLink researchers have found that the best Account Executives are now more apt to consider the long-term or strategic needs of the customer before engaging in the closing process. Instead of simply focusing on the immediate close, they consider the myriad of future possibilities and opportunities of the customer. Rather than viewing the close as a single transaction, they think of it as an ever-evolving proactive proposition. They spend an inordinate amount of time projecting the future and creating longitudinal plans of the customers' needs. Thus, their solutions must not only solve the immediate needs of the customer, but they must also be able to consider ongoing solutions to meet the ever changing needs and perspectives of their clientele.The success model of an outstanding Account Executive has not radically changed, rather it has evolved due to market, product and organizational changes. This evolution is highlighted by an adaptation of a strategic (rather than immediate) sales approach, which allows the Account Executive to forecast the long-term needs and opportunities of the customer. Let's look at the basic core sales talents that still resonate within the very best Account Executives; they still need to close, be motivated, be focused and establish relationships with others. A sample of the basic or core talents that still describe current outstanding Account Executives are:1. Persuasion ­ Being rather competent in nature. The highly successful Account Executive tends to be very knowledgeable about their products, services and solutions. They draw upon their knowledge, information and deliver logical, highly persuasive presentations that are specifically directed toward the customers' needs.2. Courage ­ Rather than incorporating a highly assertive or verbally tenacious sales posture, their courage is often aligned with the shear will of determination or persistence. They are not apt to back away from resistance or conflict.By Timothy Sorensen, Partner, SelectionLink"THE EVOLVING ASPECTS OF AN OUTSTANDING ACCOUNT EXECUTIVE"Timothy Sorensen
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