Sales Personality and Sales Drive


A lot has been written over the last few years about the subject of ‘sales drive’. The essence of these articles is that in order to be successful in sales one has to possess this very specific ‘characteristic’. Apparently, if you have this key quality of ‘sales drive’ you are more likely to become a sales ‘rock star’, to use the latest sales management jargon.

As anyone who has read any of my previous articles will attest, I wholeheartedly agree that one can ascribe the reason for sales success in certain sales roles to the presence of specific personality trait drives.

I fully realize that I am at risk of seeming like a nitpicker about this subject, but I find these statements about the presence of ‘sales drive’ as it relates to sales success to be very imprecise and vague.

Unfortunately, this imprecision and vagueness contributes to an erroneous and flawed impression of what accounts for sales success and therefore which sales people you should hire for your sales roles.

The first problem with the sales drive = rock star argument is that it is based on the assumption that all sales roles require hunters. Of course many sales roles do require hunters but many do not. The second problem with the sales drive = rock star argument is that the term ‘sales drive’ equates sales drive to a high level of assertiveness. The third problem with the sales drive = rock star argument is that the use of the term ‘sales drive’ strongly implies that there is one and only one type of ‘sales drive’ when in fact the many different kinds of sales personalities demonstrate very different and diverse ‘sales drives’.

This article is meant to firstly, add clarity and explanation about the subject of ‘sales drive’ (or more accurately stated ‘sales drives’). As well, this article is meant to explain that a ‘one size fits all’ approach to sales roles, wherein a specific ‘sales drive’ is appropriate for all is very simplistic and misguided.

All Salespeople have some form of Sales Drive

Just as all people by and large are motivated by a wide variety of factors, it logically follows that sales people are motivated by this same wide variety. It is these differences in the factors that motivate them that result in sales people having different sales ‘styles’. For example, it should be obvious to any sales manager that a sales ‘hunter’ is motivated by a very different set of factors than a sales ‘farmer’. Of course there are many more sales personality styles than these two frequently referenced types.  They are each motivated and driven by a different combination of trait drives and motivational needs. Each has a particular sales personality style that is the product of these trait drives and motivational needs.

One could say that the sales hunter has a ‘sales drive’ that is directed towards the need to win, need for control and need for independence. One could say of sales farmers that their ‘sales drive’ is directed towards altruism with a desire to help the customer, the team and the organization.   Each has a very strong ‘sales drive’ even though they are very different and therefore have very different strengths and weaknesses. And of course, each is suited to a different type of sales role. If you buy the sales drive = sales rock star argument you would naturally be very reluctant to hire the sales farmer. This could be a big mistake since, depending on the role you are hiring for, the sales farmer is exactly the sales personality you should be hiring.

For a more detailed understanding of sales hunters and sales farmers please see these two articles:

Hunters Defined

Sales Personality: Hunters vs Farmers

Match Sales Drive to the Roles Requirements

Is there such a thing as ‘good’ sales drive? As mentioned previously, the concept of sales drive = sales rock star is flawed because it is based on the assumption of the presence of high assertiveness being desirable. One might as well view it as high assertiveness = sales rock star. There is some truth in this when one is talking about hunters and closers, although even in this scenario there are many caveats one should be aware of related to whether certain other trait drives are or are not also present. When it comes to other sales roles such as the above example of a sales farmer, a high level of assertiveness is usually unnecessary. In many instances it might even be detrimental, especially when one considers that high assertiveness is often accompanied by a strong distaste for procedures and details, something that often has great importance in these roles.

I suggest that a ‘good’ sales drive is one that is appropriate to the role and is a match for what the position requires.   While I have leaned heavily on the terms ‘hunter’ and ‘farmer’ for explanation purposes I do want to reiterate that there are many different sales personality styles. Each has their respective strengths and weaknesses. As well, each sales role has it’s own individual requirements.

In my opinion the ‘sales drive’ of sales ‘rock stars’ comes in many different forms since what constitutes a ‘rock star’ in one sales role can be entirely different from another sales role. The most common denominator though is that they are well matched to the requirements of that specific sales position.

I do hope the above has been helpful. I invite your thoughts and comments.

Author: David Pearce

David Pearce is the President of Established in 1986, is North America's #1 provider of sales personality tests. has over 1400 satisfied customers (97% re-order rate) who use our sales test to measure the suitability of sales candidates and sales employees. is customized to your unique criteria, fully automated, instantaneous, extremely accurate and very economical.

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