DataDome Blog

Hiring salespeople based on how good they look or sound isn’t enough anymore. Innovative technology is available to select top sales performers. While most previous research has focused on behavior, an joint international study – conducted by Frank Scheelen of The Schleen Institutde (Wasldshut-Tiengen, Germany) and Bill J. Bonnstetter of Target Training International (Scottsdale, Arizona, US) – now confirms that attitudes far outweigh even behavior in discerning top performing salespeople.

The studies confirmed that

1. Top performing salespeople around the world are similar; and
2. Attitudes or values are more important than behavior in sales performance.

In the US study of 178 firms, top sales performers tended to be spread across three of the eight general behavioral dimensions using the DISC behavioral model – the Conductor, Persuader, and Promoter. Each of these in turn contain many more nuanced graphs for different styles. In our own experience, even this can depend on the product and the audience. A sales style that is successful for selling automobiles to consumers may well differ from one that sells precisely targeted software to IT departments, for example.

The style of the buyer matters, and so does the product.

What will work to sell a High I won’t work to sell a High C!

However, both studies confirm that the prevailing motivator among top sales performers is the utilitarian.

72% of the American top sales performers – and 71% of the German ones – had it has their top motivating value.

UTILITARIAN / ECONOMIC
Practical interest in money, and what is useful – what will work. Time and resources are meted out with an eye to future economic gain.

THEORETICAL
The discovery of truth. The chief aim is to discover, order and systematize knowledge for the sake of knowledge itself.

INDIVIDUALISTIC / POLITICAL
Interested in power, although not necessarily politics. Characteristic of many leaders. Others may be seen only through their own eyes and used as simply the means to an end.

TRADITIONAL / REGULATORY
Unity and order. The need to be regulated or the need for structure from an outside source. Seeks to comprehend the cosmos as a whole and to relate themselves to a global totality. May alternate between the negation and affirmation of life, or seek mystical oneness. Dislikes change and chaos. May also exhibit inflexibility with regard to their convictions.

SOCIAL
Inherent love of people. Seeks to eliminate hate and conflict. Other persons are ends in themselves, not means to an end. Altruistic, kind, empathetic, and generous, even to their own detriment.

AESTHETIC
Interest in form and harmony. Life is a series of episodic events, each enjoyed for its own sake. Has a heightened sense of beauty and inner vision.

Data Dome distributes both of the assessment tools that were used in the studies, and we offer the added value of our expertise in their effective, ethical implementation!

Contact Data Dome Inc. for your complimentary sales tool consultation at 404-814-0739 or email Art Schoeck at service [at] datadome [dot] com.

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