A survey of 44 US firms found that an outstanding salesperson (earning an average of $41,777) sold $6.7 million. Compare that with an average performer selling $3 million. The superior group sold 123 percent more than the average sales people, a difference of some 8,857 percent or 89 times the average employee salary. How much is that difference worth to your organisation's performance? Since the early 70s, leading organisations have been using competencies to help recruit, select and manage their outstanding performers after research found that traditional tests such as academic aptitude and knowledge tests, did not predict on the job success. More recent research by individuals such as Daniel Goleman in Emotional Intelligence and Rick Boyatzis, in The Competent Manager, have reinforced and emphasised the importance of competencies as essential predictors of outstanding performance. What are competencies?
Competencies can be defined as those characteristics which deliver outstanding performance in a given job or role. The competencies which deliver real economic value to organisations are those which are based on what the outstanding or superior performers do differently compared to their average peer group. Research shows that outstanding performers, (roughly the top 10%):-
- Do certain things more often than average performers
- Do certain things to better effect than average performers
- Do things the average performers dont even know about
Sales force competencies
To increase the performance of your sales professionals, develop a performance based competency model based on your outstanding performers. Whilst these competencies will vary according to the type of customer, the timeframe and complexity of the sale, the product, the cultures and value of the organisation, they are likely to include:-
- Impact and Influence: the ability to persuade, convince or influence others
- Achievement Drive: the drive to work well or achieve a standard of excellence
- Initiative: the ability to think and act ahead and be proactive
- Interpersonal Understanding: wanting to understand other people
- Customer Service Orientation: focusing on identifying and meeting the needs of the customer
- Self Confidence: a belief in ones own capability
- Relationship Building: the ability to build and maintain networks of people
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