A big part of our work here at SalesTestOnline.com involves talking to hiring managers about what personality traits are required to be a success in the sales roles for which they are responsible. A common element of these conversations is my attempt to have the client describe for me, in their own words, the ‘perfect person for the role’ in terms of style and personality traits. In the course of these conversations, clients will typically provide a wide ranging and highly diverse description that is rich in both relevant and irrelevant descriptors. That’s okay because my job, and part of what they are paying us for, is our ability to sift through this information since we have such a long history of job analysis under our belts.
One of the interesting things about these conversations is that the client often tells me what they don’t want their sales people to be like. Which brings me to the subject of this article.
For example, you would be amazed at how often clients will actually say “I don’t want a used car salesman” or “I don’t want a life insurance” salesman. I have had enough of these conversations to realize that this is their short hand or coded way of telling me that they do not want to hire sales people that are overly pushy, sleazy and unethical among other not so nice attributes. We have all seen these clichés on TV and in the movies so many times over the years that I’m sure that I don’t need to go further to spell out for you what it is that they mean.
What’s most interesting is that the facts tell a story that totally contradicts the widely held assumptions and preconceived notions about the sales people in these roles. In two recent studies of top performing sales people, one of top insurance sales people and the other of top auto sales people, our findings show that the top performers are anything but the unethical, slimy and pushy types that the public and many hiring managers assumed them to be. In fact, if these managers knew what the facts actually revealed many of them would say that these were exactly the type of sales people that they wanted to hire.
Despite the fact that the studies looked at top performers in two different industries there were a lot of shared traits between the groups and, as mentioned, these personality traits are not what is widely assumed.
Specifically, our studies show that a very high percentage of these top reps are very altruistic in mindset and are therefore not particularly motivated by commission, ‘winning’ or closing the deal. Instead, and surprisingly, they are primarily motivated by the need to help or to be of service to others. They are a conservative, careful and helpful group who tend to follow the rules and procedures and follow up with prospects very diligently. They are anything but pushy and overbearing. Instead they are careful to do their research in order to determine the prospects needs and to thoroughly answer the prospects questions, provide information and to address any concerns. Rather than overtly pushing the prospect for the close they hang in there until the prospect is ready to ‘buy’.
One should definitely not assume that just because this style of sales person has proven to be very successful in these two companies that this sales style will work in all companies within these two industries. As well, just because a sales person has come from, and perhaps been successful in, a particular industry you should never assume that they have a sales style that is specific to all that are successful in that industry. Sales roles can and do differ dramatically from company to company within an industry. This goes a long way to explain why a sales person can be a flat out failure in one role and a great success in another, sometimes even within the same organization.
Almost every hiring manager agrees that the overwhelming reason why sales people fail is because the sales person’s personality is poorly matched to the sales role for which they were hired. It has been my experience that a lot of these mismatches are avoidable by properly analyzing the role from the perspective of it’s personality and motivational requirements. Often, this vital step either does not get done properly or is not even done at all. Without this step being performed sales people get hired with no true sense of whether they are a good fit since obviously they are not being measured against a consistent and relevant set of criteria. Talented sales people are interviewed and even hired, but when you’ve hired the wrong talent for that role the results are typically very disappointing for all concerned.
One of the great benefits of using SalesTestOnline.com is our thorough analysis of your sales role(s). The results of this analysis is that we clearly identify the specific sales traits that you need in your sales roles in your company. This is particularly powerful when we test a sampling of your top performing sales people in order to create your unique Target Profiles. The resulting Suitability Rating scores of your sales candidate’s test results are then highly predictive of future sales success.
If you would like to learn more about how this process works or if you have any questions about what we do and how it might be of benefit I would be pleased to hear from you. I promise to be very frank and straightforward in any of our discussions.