The 7-Roles of Highly Competent Salespeople: Role #5 - The Concerted Facilitator

Brian Lambert

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A “role” is defined as the characteristic and expected social behavior of an individual. We all play many roles in life, such as parent or salesperson, and it is not difficult to see how this sense of the word role is related to its meaning in theater, where a “role” was played by a character.

All of these factors have a significant negative impact on self esteem, professional self image and consequently resilience in the face of adversity. In short, without a clear definition of the roles you are to play, the amount of work you are to perform and how these roles intertwine, you may end up like the other thousands of salespeople a year who do not make it in the profession. I will now define professional selling roles and what is generally expected in each.


  1. "The Strategic Planner"
  2. "The Client-Focused Positioner"
  3. "The Persuasive Communicator"
  4. "The Focused Catalyst"
  5. "The Concerted Facilitator"
  6. "The Effective Manager"
  7. "The Value-Driven Guardian"

These roles are created by understanding the phases of building customer satisfaction and loyalty (as outlined by the United Professional Sales Association). Their model focuses on the entire transaction experience of a buyer, from initial needs identification, through decision-making, selection, and purchasing. More importantly, this transaction experience continues past the purchase into implementation - and beyond into measuring the quality and return-on-investment of the solution.

In this article, I will explain the fifth role in greater detail (please see my other articles for in depth explanations of the other roles. )

Primary Focus of This Role:

In this role, you will arrange for the implementation, installation, delivery, or otherwise support the mutually agreed upon solution (product or service). The definition of “concerted" is; “to arrange by mutual agreement. "

    General Expectations:

Because you are primarily responsible for setting expectations regarding the use, feasibility, or impact of your solution, you will accomplish these expectations on your own or through the management of relationships with others. In this role, you will facilitate the transfer of information, specifications, data, requirements, and other information to facilate the deliverables necessary. In this role, you could serve as a “role and communication coordinator"; whereas you ensure everyone involved 1) knows what they are supposed to do, or 2) is notified as customary to your organization. In this role, you will start meetings by explaining the purpose of the meeting, the type of contributions encouraged, the ground rules for the session, and the desired outcome. You manage resources, distribute these resources accordingly and forecast future activity accurately throughout the sales process.

Pre-Sale Expectations:

You will look at the business case in its entirety, probing for strengths and weaknesses and searching for unreliable assumptions and other flaws in the logic during the sales process. You may be asked to answer questions and inquiries and apply your judgment to important situations while providing adequate follow-up and resolution to questions or concerns others have.

You also identify key constituents from your organization (such as Marketing, Product Management, Engineering, etc) as well as the buyer's organization (financial, executive, technical, and user constituents) (you can easily map these functional areas to your company's organization) and involve them at the most appropriate times in the sales process. You will be required to conduct due diligence such as going through the numbers deeply and thoroughly while putting a broader strategic rationale for client purchases under the microscope.

Post-Sale Expectations:

Because the sale you just accomplished could be with a new-business client or an existing client, you will have to either 1) ensure your company is capable, willing, and notified of the expectations for service that you collaboratively set with the new client or 2) continue the level of service that client has been used to or has otherwise modified during this sales process. You will primarily focus on activities that assimilate your solutions for the long term (such as cross-selling and up-selling activities, customer references, case studies, etc)

After the sale occurs, You may also assign roles to sales coordinators, sales engineers, management, and other sales team members. You will also help uncover future needs and opportunities to further position your other solutions if the need arises in your client companies. . You must also serve client needs and troubleshoot any problems or issues that arise post-sale by coordinating the most appropriate response. You must set appropriate expectations for quality, timeliness, and responsiveness with the client before each sale. You will help coordinate legal documents and discussions between your company and the buying company as needed.

Required Traits of This Role:

You will be asked to be personable, sensitive, open, precise, logical, level-headed, accommodating, consistent, and have great attention-to-detail.


Brian is the Chairman and Founder of the the United Professional Sales Association (UPSA). UPSA is a non-profit organization headquartered in Washington DC that has addressed the concerns and challenges of individual sales professionals. Brian has authored the world’s first universal selling standards and open-source selling framework for free distribution. This ‘Compendium of Professional Selling’ containing the commonly accepted and universally functional knowledge that all sales professionals possess. The open-source selling standards have been downloaded in 16 countries by over 300 people. Over 30 people have made contributions.

Because UPSA is not owned by one person or any company, it is a member organization and guardian of the global standard of entry into the sales profession.

Find out about the membership organization and understand the processes and framework of professional selling at the UPSA Website at

Find out more about Brian at:

Or at


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