The 3 Most Important Skills in Sales

If you’re an entrepreneur, business person, or CEO, sooner or later you’ll realize that sales rules the business world. The sooner you turn that into a science, the better you do in business and the sooner your revenue goes the direction you want it to go. So in this video and article, I’m going to talk to you about the three most important skills in sales.

So let me get right into it. The three skills or roles in sales are:

  • Finder
  • Closer
  • Developer

Always Be Closing

Now, typically when you watch sales movies or hear anything about sales, you hear, “ABC” – Always Be Closing. Everything’s about closing. No one pays attention to the finder and the developer. So what happens to most people is they don’t get good at finding and developing. But I want you to get very good in those two areas.

And by the way, at the end of the video and article, I answer the question of which of the three skills in sales is the most important.

Listen in here for that these three roles look like in sports.

The 3 Most Important Skills in Sales

So let’s get into the three most important skills in sales, finder, closer, and developer.

The finder’s somebody that’s very good at going out there networking, and finding the contact so that the closer can close. Finder’s network, exchange business cards and are very good at getting through the front desk assistant to the executive assistant to the CEO that’s going to buy the product, sold by the closer. If the finder doesn’t do this, there is no opportunity for the closer to close.

Finders get you into a massive community of clientele where all of a sudden, one sale turns into 250 sales. Finders introduce you to new markets. They’re very good with people, very trustworthy. People like them a lot. They’re approachable, non-threatening, and make great friends.

Finders make everybody else look good. It’s not about them. They’re humble and don’t want the limelight. People like being around them.

Next you have the closer. Now the closer’s very confident and great at asking questions. He or she will sit there and go through the questions that maybe somebody else is afraid to ask. They are good at using scripts and know the FAQs. It’s almost a science to a closer because they know what questions will pop up.

Last, you have the developer. The developer is somebody that follows up with the client that was found by the finder and closed by the closer. The developer has conversations that go like this: “Hey, Mary, how’s everything going? We just wanted to follow up with you. Are you happy? What else can we do for you? If you need anything, please give us a call. Here’s the number.” The developer also encourages referrals by saying things like, “By the way, we’re a commissioned-based company and the best way to show us that you like our service is to send people our way.”

The developer follows up with people every six to twelve months. They don’t do it to the point of annoyance, but enough to stay in touch. So there’s a relationship being built here.

Now I’ll tell you, most companies don’t even think about this. Most companies mainly focus on closing, and some on finding, and don’t even think about the developer role.

So which of these three skills in sales is the most important? What do you think most people say? Most people automatically immediately say, “closer.” By the way, everyone can have their own philosophy. Some of it varies based on industry and the price point or product. But generally, a lot of people say the closer is the most important person to find.

I’m here to tell you, the finder is by far the most important skill in sales to find. Let me explain to you why. You can teach closing and developing, but it’s harder to learn how to be a great finder.

By the way, every once in a while you find someone that has all three. If they do, and they have work ethic, I guarantee you they’re going to make seven figures, if not be at the top in their business at whatever they do. Unless someone’s lazy, it’s impossible for someone to be a great finder, closer, and developer and not make seven figures. Now if they’re secretly lazy, that’s the reason they don’t make seven figures.

Take Out Three Sheets of Paper

Let’s say you sell three products. Take out three sheets of paper and write down one product on each sheet of paper. Then for each product, write down ten to 20 of the most frequently asked questions or concerns. For instance, you may commonly hear, “Is this a contract or month-to-month? How long does it last? Do I have to pay up front? What if this or that happens?” One product may generate 10 FAQs, another 13 FAQs, and another 16 FAQs.

Anybody can learn scripts to master the FAQs and how to respond to them. You can also list the questions or concerns that a husband or wife typically raises. If you have a great system, you can develop great closers and developers.

Don’t Tell a Closer This

But don’t tell a closer, “Hey, closer, go into a community and learn how to get the 4,000 soccer moms.” The closer and the developer can’t do that, but the finder can. The closer and developer aren’t going to go into the community and build relationships. But finders know how to do it and are irreplaceable.

Find a Leak

Now if you’re reading this and saying, “Wait a minute, Pat. I’m a closer. I’m a great closer. But I only make $300,000 a year” (or whatever your number is). You know that you’re not one of the best in your world. I will tell you, if you consider yourself a great closer and you’re not making what you want, you will generally find a leak when it comes to being a finder. If you grow in this area or partner with a finder, you can go from $100,000 to $800,000 in two or three years. And if you can find a developer to develop the relationships, you now have a longstanding business that increases not just income or profit, but value. Somebody else could come in and say, “I love your business, I will write you a check” because you have a valuable business run on systems.

As you’re reading this, I want you to ask yourself five questions.

#1: Which of the three, finder, closer, or developer are you good at?

#2: Which of these three is your company very good at?

#3: Which people in your company are the best in these three areas?

#4: What do you need to do to improve every one of these areas in this business.

#5: And what do you individually need to do so you can become more of a well-rounded sales person in your company?


Last but not least, we launched a new series last week. It’s called, PBD Rea lTalk. Go on Twitter, and post whatever questions you want to ask me. The questions can be anything about business or anything you want to ask me. Post the questions on Twitter using hashtag #PBDRealTalk. If we like the question, we’ll feature your question in one of the PBD Real Talk episodes. Every single time at the end of the video, I’ll give an “I am an entrepreneur” t-shirt to the person that asked the best question. So make sure your questions are specific, clear, and to the point. Use the hashtag #PBDRealTalk and tag me, @patrickbetdavid.

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