Use a Sales Personality Test to Increase Sales

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If you’ve interviewed and hired sales people you’ve no doubt experienced the frustration and disappointment of hiring a sales person who interviewed like a winner but once hired, turned out to be a complete and utter failure.

Many hiring managers are so weary of this and have experienced it often enough that they’ve resigned themselves to viewing the hiring process as a coin toss.

This cynical view of sales person selection is not only completely unwarranted but it’s also extremely unfortunate when you consider the cost of a hiring failure, which the Harvard Business Review pegs at between $75,000 and $300,000.

If you’re not using a sales personality test in your sales selection process you need to immediately and seriously consider using one. Trying to hire sales people without this vital sales hiring tool is like flying blind and puts you at a very serious and costly disadvantage.

This is why today many companies that hire top sales talent have reduced the chances of hiring a sales failure by integrating sales assessment tests into their hiring process. According to another HBR article, “76% of organizations with more than 100 employees use tests for external hiring”.

Perhaps you should too, because if you are not currently using a sales test you are most likely relying far too heavily on face-to-face interviews. This is a huge and costly mistake and is a root cause of failed hires because face-to-face interviews are notoriously bad tools for choosing sales people. Consider the following:

In a Forbes Leadership Forum article about the shortcomings of interviews as predictors of success, Professor Don Moore of the Haas School of Business at the University of California, Berkeley writes: “Hundreds of studies reveal the profound limitations of the traditional interview. Interviews favor manipulative candidates, or ones who know how to make a positive impression even in a brief interview…but those aren’t always the best job performers. We all know of instances in which a poised, charming job candidate turned out to be a disaster. Traditional job interviews are simply not very good at selecting the best candidates (and) are a poor predictor of subsequent performance”. Professor Moore continues: “Managers are consistently overconfident in their ability to identify the best candidates using a job interview. We cling to the fanciful notion that we can perfectly predict future job performance, despite overwhelming evidence against it”.

How Sales Candidates Fool you?

The problem of being fooled by sales candidates is by no means a new issue. It is in fact a reason why the first sales personality tests were developed more than 60 years ago. The reason why they continue in widespread use, is firstly that they work. The second reason is that candidates are even more adept at playing the role today due, not only to their access to information about you and your company, but also tools that assist them to market their ‘brand’. As an interviewer the odds have never been in your favor but now you don’t really stand a chance.

Being fooled by sales candidates comes in various forms but the most common are the three described below.

Being fooled by the candidate’s act

This can take different forms but it occurs when candidates adjust their style (eg. raising their assertiveness level, or portraying a greater level of extroversion) during the interview based on what they believe you are looking for. Candidates fool even the most experienced interviewers when they do this because it is quite easy to pull off this ‘act’ for short periods of time. A very common example is when sales recruiters are hiring hunter or closer types. It is very common in this situation for a non-assertive yet very sociable candidate to dramatically bump up their ‘seeming’ assertiveness during your interview with them. Of course what typically happens is you hire them because they interview really well and then months later you discover, to your regret, that you were fooled by their act. A very costly mistake that you could have avoided by having had the candidate take a sales personality test.

Mis-identifying the candidate’s personality traits

Unlike the issue above where the candidate plays a role that serves to fool you, in this case the candidate is not playing a role at all but merely acting naturally. You get fooled because the trait you are seeing creates the impression that it is something entirely different. There are also many examples of this but a common one occurs with candidates who are extremely sociable and extroverted yet are lacking in assertiveness and self-motivation. The reason you get fooled by this, is because, in short doses high sociability looks like high assertiveness but definitely is not. If you did in fact want to hire a sales person with high assertiveness you will regret this very costly hiring error.

Rejecting certain candidates who do not interview well

Unlike the two examples above where the candidates appear better than they are, in this example these candidates appear worse. A great example of this is the sales candidate who is quite introverted and reserved but who also possesses a great degree of drive and self-motivation. Because these candidates are somewhat ill at ease in interviews they do not always come off very well and can be seen as aloof, cold and even a little brusque, and for this reason you can easily reject them from the selection process. This is a great shame and potentially a very expensive hiring error because they are often highly successful in more technically oriented sales roles as this article about introverts in sales demonstrates.

How will a Sales Personality Test solve this issue?

Sales personality tests solve this problem because they cut through the role and get right to the core of who the candidate really is. You no longer get fooled, and the process is now tilted back in your favor because you now thoroughly understand the candidate’s true motivational style. This is critical information for you to have at this stage because once the person is hired and settled into the role it is this personality that you will be dealing with.

Armed with this critical information you will immediately know whether the candidate has potential and whether you should proceed to the next step. You will also possess great insight into the candidate’s specific strengths, weaknesses and any potential red flag areas. These additional insights mean you can be very specific and targeted with your questioning and other vetting methods. Many managers who use sales personality tests refer to them as their ‘secret weapon’.

The Benefits

1.You will increase sales because the sales people you hire will all start out with high potential for success.

2.You will save massive amounts of time because you will know from the moment a new sales person starts, how to manage and motivate them.

3.You will save further time because you will no longer need to waste your efforts attempting to make a bad hire succeed.

4.Your entire hiring process will be more effective since you can spend your time vetting only those with high potential.

5.You will save further money and time and enhance your company’s brand by avoiding a revolving door in your sales department.

Investment required for these Benefits

The benefits described above can be yours for a tiny cost, no matter the size of your sales team. The cost of our sales person test, varies from just a couple of dollars for high volume clients to around thirty dollars for even quite small companies who do only occasional sales testing. Sales test costs are here.

Learn More

If you are interested in learning more I would enjoy hearing from you and would be very pleased to discuss your specific sales hiring challenges and if you are interested, to arrange a complementary demonstration of our service.

Author: David Pearce

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

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