- February 1, 2023
- Posted by: Dave Kurlan
- Category: Understanding the Sales Force
It’s been four months since the baseball season ended but college baseball begins in less than 4 weeks and it will be fun to watch our son play for his college team (while freezing our asses off!). It’s also been a while since the last time I shared a top/bottom analysis but I completed one this week that I had to share.
For new readers, a company’s top three performers are compared to the bottom three under-performers in one or more selling roles. Our analysis identifies the specific scores and findings that differentiate the tops from the bottoms and proves that Objective Management Group (OMG) can differentiate ideal sales candidates from undesirable candidates for a particular selling role at that company. It can be used as a proof of concept or as a set of custom criteria to further improve predictive accuracy.
The following image is a screen shot of the analysis.
We identified 45 scores and findings that differentiated the tops from the bottoms. The biggest contrast was between the top salesperson and the worst salesperson where the top salesperson scored 2500% higher (100 and 4) than the worst salesperson.
Some differences are the result of not understanding which selling experiences are crucial to a salesperson’s success. For example, the salespeople who were failing had not previously called on management, had never asked for more than $250,000, had not worked on a commission-heavy compensation plan, and were not well-suited for working remotely. Those four differences do not require training or coaching to fix, but do require a change in selection criteria.
Huge differences were seen in three of the five competencies included in Will to Sell including Desire for Sales Success, Takes Responsibility and Sales Motivation. You can’t measure those competencies in an interview and if you try you will be fooled every time because you’ll mistake them for either enthusiasm or lack thereof. There are more competencies you can’t measure in an interview and their top performers easily outscored their bottoms in five of the six competencies found in Sales DNA, the combination of strengths required to support the execution of sales process, sales methodology, sales strategy, sales tactics.
The top performers outscored the bottom performers by a significant margin in seven of ten tactical selling competencies, with the biggest gaps found in Sales Process and Reaching Decision Makers.
What does the disparity look like at your company?
Would a complimentary proof of concept help to justify using OMG’s Sales Candidate Assessments for sales selection at your company? Would it help you to see how accurate our sales team evaluation would be? We’ve been conducting top/bottom analyses for 14 of our 33 years and we can do one for you too.
Use this link to our, “Ask a Sales Expert” request form. Copy and past the next line into the “Question” field on that form:
I am requesting a complimentary top/bottom analysis
Someone will contact you to arrange for your complimentary top/bottom analysis.