Top-performing salespeople are more likely to understand their buyers' need for value and make the case for value more strongly compared with their peers, according to recent research from RAIN Group.

The report was based on data from a survey of 1,004 salespeople (380 sellers and 624 sales managers). The researchers designated the "top performers" as the small group (18.7% of all respondents) that met challenging annual sales goals, had a win rate of greater than 50%, and achieved premium pricing.

The researchers found that top performers are more likely than their peers to make value-based cases to buyers that resonate (communicate a strong ROI, etc.), differentiate (demonstrate their offerings are the best choice, etc.), and substantiate (inspire confidence that results will be achieved, etc.).

The researchers found top-performing salespeople are more likely to have productivity behaviors such as focusing on their own agenda rather than getting derailed by other people's agendas (63% of top performers say they do this).

Top-performing salespeople are also more likely to seize sales opportunities by doing things such as leading highly effective presentations (65% of top performers say they do this).

About the research: The report was based on data from a survey of 1,004 salespeople (380 sellers and 624 sales managers).