This kind of story doesn't happen every day…
Read on to find out whether selling perseverance trumps raw, selling strengths. In other words, does hard work trump talent in sales?
A case study was performed on prospective, young business leaders who had never sold before. Before going door-to-door, they were assessed with Objective Management Group's (OMG) sales assessment tools to determine their scores for certain sales related traits. Each young leader was assessed on Sales DNA, Desire and Commitment among other sales capabilities. Then they were grouped accordingly:
- Team 1 was made up of leaders with the highest Sales DNA scores
- Team 2 was made up of those with the highest overall Desire and Commitment scores
- Teams 3-5 were grouped according to lower Sales DNA and similar scores on Desire and Commitment
- Each team received two identical coaching sessions. The team with lowest overall commitment missed one of their coaching sessions.
Key Terms for Reference:
- Sales DNA- the power of selling strengths possessed by an individual
- Desire- how badly an individual wants to succeed in sales
- Commitment- the willingness to do what it takes to succeed in sales
Each of the five groups then went into the same market, and over a five day period, attempted to sell an overpriced luxury item. The results were not surprising.
While the group representing the leaders with the highest Desire and Commitment scores made by far the most selling attempts (doorbells rung), they sold the same amount of items as the team with the highest Sales DNA scores. The Sales DNA team converted a higher percentage of selling opportunities to sales, but quit after hitting their quota.
Note that neither of these teams participated in great selling. While the teams were all sub par, the case study shows that we can still draw significant conclusions, including that:
- Desire and Commitment are important factors that go into selling, but they cannot predict selling effectiveness
- Sales DNA can predict effectiveness, but is not enough to drive sales performance to a high level without other complimentary skills
We find the answer to the hard work vs. talent conundrum within the experiment. Great salespeople need both talent (Sales DNA) and hard work (Desire and Commitment) in order to succeed in sales. Mixing these valuable traits can make for a lethal combination, and produce an incredibly effective salesperson.
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