According to the authors of "The Challenger Sale", the productivity gap between top performers and average sales people in complex sales environments is nearly 3:1 - a far wider than that in transactional sales situations. It's no wonder that narrowing this performance gap is a top priority for many B2B sales leaders.
Some of the difference can clearly be attributed to natural talent: but a large percentage is the result of more effective early-stage opportunity qualification, better resource prioritisation, smarter sales strategies and a more disciplined and organised approach to managing the sales process.
Fortunately, many of these winning habits turn out to be highly transferable and have the potential to significantly improve the performance of the average sales person. But in order to do so these behaviours have to be identified and captured in sales playbooks that always reflect the latest best practice.