Hiring sales staff with the “right stuff” and matching their characteristics to work requirements are two of the most important decisions that organisations make.

Making the wrong decisions can cost thousands of dollars in training, reduced productivity and missed business opportunities.

Identifying the selling behaviors, or work styles, of individuals is a key to effective employee selection and development. Research has shown that for many types of jobs, the work styles of employees are far more important than cognitive ability or even proven successful prior experience. But, how do you determine whether individuals have the right work styles for your jobs?

Sales Effectiveness

The SSI identifies those who are more likely to be successful in sales roles. There are three basic selling and influencing styles:

  1. Dynamic
  2. Analytical
  3. Interpersonal.

Dynamic selling is based on energy, drive and an emotional style; these people are usually ambitious, assertive, persuasive, and competes to win. Strengths include dynamic and enthusiastic sales presentations and effectiveness at asking for the order (closing). These types of people will fit well into situations where cold calling is extensive and where there are first time customers who buy based on emotion or impulse.

Analytical selling is based on facts and analysis; these people are normally logical, analytical, and emotionally controlled. Strengths include planning sales strategies, anticipating follow-up to questions, being well prepared to answer questions, the ability to explain features and benefits. These types of people will fit well in businesses where customers buy complex or high-tech products, when customers want to understand the pros and cons.

Interpersonal selling is based on personally connecting with others; these people are warm, sincere, cordial, and diplomatic. Strengths building interpersonal goodwill and trust, great follow-up and a genuine love of customer service. These types of peole will fit well in situations where customers are buying a long-term relationship and not just a product; theses are customers who must implicitly trust the seller.

Thailand leader Ratna Wright