When we qualify a sales advisor as “competent” we simply mean that they have the ability to sell. In fact, more than that, it implies that the sales advisor is able to sell well—even very well—to different kinds of customers and is able to adapt to various sales situations.
The ability to adapt to various situations is the reason that some sales advisors are consistently more able to close successful sales, and not because they are lucky and always have easier customers.
This ability is made up of what we called the components of competency:
- - Knowledge (product, industry, customer)
- - Know-how (selling techniques)
- - Knowing how to behave (behavior)
Having knowledge without selling skills is just information, and not very useful in a selling situation. But a sales advisor who has selling skills but not the product or market knowledge is not professional. With both knowledge and know-how, the best sales advisor is the one who has the best attitude for selling.
A competent sales advisor is able to sell in any situation. They are more consistent in realizing sales. It is not because they are lucky and always have easier customers. The competence (also commonly called experience) makes the difference.