In 2024, raw materials, energy, labor, and transportation costs had risen significantly, leading manufacturers to raise prices or reduce profit margins. Simultaneously, while cooling, inflation strained consumer spending, prompting consumers to scale back on nonessentials, leading to a decline in certain categories. We are living with a significant degree of economic uncertainty. In this challenging environment, building a winning sales team with the right type of salespeople is more critical than ever.
A skilled and well-suited sales team can be the difference between maintaining profitability and falling behind during uncertain times. Well suited means they have the skills and personality for the specific sales job—whether that be to prospect and develop new business (e.g., a business development representative [BDR], sales development representative, new business sales executive) or nurture and grow existing customers (e.g., an account manager [AM], account representative, customer service representative). Sustainable company growth requires a sales team made up of both types.
Each job requires specific skills and personality traits. Skills are generally acquired through practice, education, or experience and can often be assessed and evaluated. Personality traits are inherent characteristics that shape how a person feels, thinks, and behaves. Personality traits can be gauged by personality and sales aptitude tests. We use Behavioral Sciences Research Press’ SPQ*Gold sales assessment, which tests for sales call reluctance, sales skills, aptitude, and prospecting behavior, and Inscape Solutions’ Everything DiSC sales assessment, which evaluates dominance, influence, steadiness, and conscientiousness.
Since both jobs have multiple titles associated with them, to simplify, we will refer to those who develop new business as BDRs and those who nurture and grow existing accounts as AMs.
What Makes a BDR Successful?
Finding new business opportunities and converting them into customers require skills different from those of an AM. A BDR, the “hunter” archetype, must prospect, cold-call, negotiate, and close the deal—activities requiring a distinct skill set. The individual will have the skills to understand the intricacies of the market, identify and seek out new opportunities that fit the business goals, build genuine relationships with strangers, and understand the importance of listening and reading social cues to adapt to different sales situations and personalities.
Persuasion is another vital skill—having a deep understanding of their company’s value proposition and how current economic situations impact it provides an advantage to a BDR. Additional skills found in successful BDRs are that they can prioritize leads and manage time efficiently to maximize sales opportunities. They are also adept at adjusting strategies and tactics quickly in response to new information or changing circumstances.
Like the skill sets, the personality traits of a successful BDR align closely with the job’s demands. They are typically aggressive in pursuing new business, driven by a sense of urgency and a desire to close deals quickly. This aggressiveness is balanced by resilience; a BDR must be able to handle rejection and bounce back quickly, ready to move on to the next opportunity.
Confidence and a competitive spirit are other defining traits of a successful BDR. They believe in their ability to win over clients because they often find themselves in situations where they must beat out other companies vying for the same business. Having a solid value proposition ties back in here.
BDRs are generally independent workers, thriving on autonomy and taking the initiative without needing constant supervision. Lastly, successful BDRs are willing to take risks, understanding that the potential rewards of securing new business often outweigh the risks involved.
Makeup of an Effective AM
In contrast to the BDR, an AM is often seen as a “farmer” dedicated to nurturing and growing existing client relationships. Their primary focus is on maintaining customer satisfaction, fostering long-term loyalty, and identifying opportunities to expand the business within these existing accounts.
The skills required to be a successful AM differ significantly from those needed by a BDR. At the heart of the AM’s role is relationship-building. They excel at developing strong long-term relationships with their customers, understand their needs, and ensure they are consistently met over time.
Account management skills are crucial for AMs because the primary focus is on identifying opportunities to grow the account. This could mean introducing the client to new products or services, cross-selling within the existing portfolio, or upselling to a more comprehensive solution.
Customer service is another key skill for AMs, ensuring their clients are satisfied with the products or services they receive and addressing any issues or concerns that arise quickly and effectively. This level of service is critical for maintaining client loyalty and preventing churn.
One skill that gets used quite often is problem-solving. Clients will inevitably face challenges, and it’s the AM’s responsibility to address these challenges in a way that strengthens the relationship. This could involve coordinating with other departments within the company to ensure the client’s needs are met or coming up with creative solutions to unique problems.
Finally, communication skills are indispensable for AMs. Successful AMs keep their clients well informed and engaged, ensuring there is always a clear and open line of communication. They are diligent in following up with customers and addressing their inquiries.
When we look at the personality traits of a successful AM, patience is perhaps the most important trait because building and nurturing long-term relationships take time and effort. AMs need to be willing to invest this time to see the relationship grow and flourish. Nurturing an account requires some level of empathy.
Understanding and caring about the client’s needs and concerns are essential for building trust and ensuring long-term loyalty. Trustworthiness is closely linked to empathy; clients need to feel confident that their AM has their best interests at heart and will act with integrity.
AMs are detail-oriented, paying close attention to the specifics of each client’s account to ensure nothing is overlooked. This attention to detail helps prevent issues from arising and ensures the client receives consistent and reliable service.
Finally, collaboration is also a critical trait for AMs. They often need to work closely with other departments within the company to meet the client’s needs. This requires a collaborative spirit and the ability to work well with others.
A Cohesive and Winning Sales Team
While the roles of BDRs and AMs are distinct, they are also complementary. A successful sales strategy and winning sales team involves hunting and farming; new business needs to be brought in, but existing business must also be maintained and grown.
BDRs and AMs often work closely together, with BDRs bringing in new clients and AMs taking over to ensure those clients are satisfied and the relationship continues to grow. This cooperation and division of labor are essential for the company’s long-term success.
Making Strides in Any Economic Environment
Customers seek partners who are not only knowledgeable but also reliable and supportive, particularly during uncertain times. Sales teams that are a blend of farmers and hunters with the right skills and personality traits are better equipped to maintain strong client relationships, even when budgets are tight. BDRs and AMs can identify new opportunities for new accounts and existing customers within shifting markets. They are not just selling products; they are offering stability, support, and strategic insights to help their customers navigate uncertain times.
Ultimately, in a year when every dollar counts, having a sales team that combines the right skills with the right personality is not just beneficial—it’s essential. Investing in the right people could be one of the most important decisions manufacturers make this year as they work to stay ahead in an increasingly complex economic landscape.
Interested in learning more about sales personality tests? Contact us.