The 21 Core Sales Competencies

Growth Strategies

Find out if your sales team has what it takes

Do You Need to Answer These Questions?

• Do my producers have the fundamental core sales competencies at a level that means production can reasonably be expected or counted on?

• If producers improve their sales skills, how much more production can be expected?

• Do I have the right people on the right bus, and are they sitting in the right seat?

• Do my producers have the skills to sell value, or will they likely cave on rate?

• Who among my producers have the hunter, qualifying, and consultative skills necessary to be successful long-term?

These printed materials were developed exclusively for the use of ACTG and shall remain the sole and exclusive proprietary materials of ACTG. Permission to use, redistribute or otherwise publish these materials must be attained in writing from ACTG.

The Will to Sell Sales DNA Selling Competencies

Sum

mar

y

3

Outlook Desire Motivation Responsibility Commitment

The Will to Sell Competencies

21 Core Competencies @ACTGLLC 2018-2021 4

Need for Approval

Controlling Emotions

Personal Beliefs

Personal Buy Cycle

Handling Rejection

Money Issues

The 6 Elementsof Sales

DNA


Data Check:

Sales Competency Differences

0% 20% 40% 60% 80% 100%

Excuse Makers

Lacks Commitment

Poor Motivation

Low Sales DNA

% Weak By Percentile

Elite Weak All SP


Source: Objective Management Group

Data Check:Effectiveness by Need for Approval

0%10%20%30%40%50%60%70%80%90%

100%

Consultative Rejection Proof Hunting Value Selling Qualifying Reaches DecMakers

Negotiating SalesPercentile

OpportunityProbability

Approval

Need Don't NeedSource: Objective Management Group


Hunter

Value Seller

Consultative Seller

Relationship Builder

Qualifier

Closer

Presentational Approach

CRM-Savvy

MilestoneCentric

Sales Process

SocialSelling

The 10Selling

Competencies


Data Check:

Top 4 Differentiators

Between Top/Bottom



Sales Competency

% Strong, Top 5%

% Strong, Bottom 50%

Differences

Hunter 97% 46% 211%

Consultative Seller

64% 3% 2133%

Value Seller 96% 10% 960%

Qualifier 91% 6% 1516%

Data Check:

The Problem of Prospect

Engagement56



Data Check:

Asking Questions0

10

20

30

40

50

60

70

80

90

100

Questions Good Questions Enough Questions

Questions Elite vs. Weak

Elite WeakSource: Objective Management Group


Consultative Seller

• Able to stay in the moment• Uncovers compelling reasons to buy• Able to listen/ask with ease• Will build trust• Able to ask tough questions• Takes nothing for granted• Has appropriate amount of patience• Develops strong relationships• Presents at right time• Has a healthy skepticism

12

Value Seller

• Focused on value over price• Knows & believes in their value• Willing to walk if prospect does not• Always positions value• Sales process supports value• Learns why prospects will buy• Asks enough & great questions• Avoids making assumptions• Not compelled to provide a term

sheet21 Core Competencies @ACTGLLC 2018-2021 13

Data Check:

Worst Scores of Weak Salespeople



0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Hunting as aStrength

Follow Sales Process Demonstrating Value Consultative Seller

% With Strength

Milestone-Centric Sales Process

• Follows effectives stages & steps• Process has most key milestones• Process has adequate sequence• Consistent & effective results• Little wasted time• Relationship based• CRM-Savvy• Strategic use of sales scorecard


Data Check:

Correlation of Sales Process to Sales Percentile



86%

70%

51%

20%

elite strong serviceable weak0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Sales Process

Sam

ple

of T

he 2

1 Cor

e Co

mpe

tenc

ies F

indi

ngs

17Source: Objective Management Inc Group

COMPETENCIES All Salespeople Top 10% Bottom 10% All Banks Your BankHunter Competency 56 75 36 53 57Relationship Building 48 50 44 54 51Consultative Seller 48 68 32 45 43Selling Value 56 81 36 60 66Qualifer 50 76 29 56 77Presentation Approach and Context Competency 73 87 63 73 77Closer 23 42 11 25 23Mile-stone centric sales process 50 66 36 50 56CRM Savvy 45 66 29 54 61Mastery Social Selling 21 36 11 26 10

SALES DNADoesn't need approval 74 87 60 73 65Controls Emotions 78 84 70 78 75Supportive Beliefs 79 88 70 80 82Supportive Buy Cycle 40 62 24 41 35Comfortable Discussing Money 55 89 29 71 83Handles Rejections 72 90 54 72 58

WILL TO SELLDesire 74 88 51 72 88Commitment 51 67 30 51 52Outlook 69 76 61 67 75Responsibility 40 72 26 56 50Motivation 60 76 40 58 76

©ACTGLLC 2018 – 2021

SAMPLE OF BANKING FINDINGS FOR 21 CORE SALES COMPETENCIES

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Documents

The 21 Core Sales Competencies