MAXIMIZES
SALES RESULTS THROUGH NEW BUSINESS OPPORTUNITIES
Produces above-average results selling relatively new products
with no proven track record or discretionary purchases which have
several alternatives vying for the same budget dollars by working
to understand customer buying motivations and matching the sales
proposition to them; has the ability to identify hot buttons to
appeal to a specific buyer without appearing insincere or heavy-handed
HIGHS
- Is driven to understand prospects’ and customers’
needs so the product offering can be properly positioned with
the appropriate group of features and options
- Enjoys the challenge of exploring a unique set of needs
- Varies the benefit message to fit the buyer even though the
product offering is fairly fixed
- Works to identify the approach or product offering that is most
appealing to a prospect
LOWS
- Impatient or uncomfortable with needs analysis
- May focus on own objectives without really understanding what
the customer needs
- May try to force an immediate match of the product to the customer’s
need, then quickly move on if unsuccessful
- May use a standard benefit message regardless of the prospect's
motivation to buy
QUALIFIES PROSPECTS WITH SWIFT ASSESSMENT OF INTEREST
LEVEL
Capitalizes on the moment in a closing market; recognizes that
there is limited opportunity to probe an indifferent or ambiguous
response; spends time with those prospects who clearly want or need
the product; immediately targets a prospect’s hot buttons;
discontinues pursuit of a purchase decision if interest is cooling;
swiftly assesses a readiness to buy and quickly eliminates questionable
prospects
HIGHS
- Excites trailblazers or gate swingers with the vision of a unique
opportunity
- Emphasizes dramatic benefits to attract attention and to pique
a prospect’s interest
- Recognizes that there is a very narrow window of opportunity
to capitalize on a prospect’s enthusiasm and emotional desire
for the product or service
- Focuses questions on the ability to use/pay for and the readiness
or urgency to buy
- Is willing to “cut loose” an indecisive prospect
and focus limited resources on those prospects closer to a buying
decision
LOWS
- Probes to determine a prospect’s need and readiness to
buy using more concrete benefits and features than emotional appeal
- Becomes too involved in any one prospect to quickly and objectively
sort potential buyers from the crowd
- Lengthens the qualifying process to the extent that prospect
enthusiasm and excitement begin to wane
- Diverts time and resources from ‘hot’ prospects
by trying to generate increased interest from lukewarm prospects
- Takes losing a prospect as a personal failure and cannot easily
disengage when there is limited sales opportunity
CLOSES THROUGH EMOTIONAL APPEAL
Makes an immediate request for a purchase decision; uses emotional
appeal to gain an agreement to buy, such as the risk of losing the
opportunity to gain an advantage or to be on the cutting edge; takes
pride in a readiness to sell and runs at full throttle, looking
for opportunities to trial close; trial closes on features; gives
the customer permission to buy and provides the emotional 'push'
to make an intuitive decision
HIGHS
- Uses a persuasive sales style to motivate a purchase decision
- Builds the prospect’s enthusiasm to the point where he
is more concerned about not getting the benefit as quickly as
possible
- Emphasizes the risk associated with lost opportunity or giving
up ground to the competition who may get the benefit first
- Gives permission to buy with ‘good’ reasons why
the purchase is justified
- Notes restricted availability and offers a limited time period
to buy
- Makes an immediate request for the order while the prospect
is still excited
- Stays focused and is always prepared to take advantage of every
opportunity for a trial close
LOWS
- Tends to push or ‘coerce’ the prospect into buying
rather than draw him into anticipating the use of the product
or service
- Concentrates on reinforcing logical benefits when it is the
emotional benefits that will attract a prospect to cutting edge
technology
- May seek a purchase decision without completely removing barriers,
causing the customer to feel pushed into a quick choice
- Is distracted from the primary goal of asking for the order
by becoming too involved in the personal interaction or getting
into an in-depth discussion of product features and options
TAKES INITIATIVE TO ADVANCE PERSONAL GOALS
Champions an area or project; does not depend on or require direction
from others to take advantage of opportunities for constructive
change; stays aware and informed to avoid missing opportunities;
willing to change the present status in order to improve own productivity
or further personal goals
HIGHS
- Champions own effort and results to further career goals
- Is willing to take action without direct supervision
- Finds and implements a solution when barriers to goal accomplishment
are encountered
- Takes personal responsibility for developing own career potential
- Actively draws upon available resources to make improvements
in personal productivity
- Unwilling to leave well enough alone when personal achievement
is at risk
LOWS
- Is uncomfortable developing a solution to a problem or trying
a different approach without positive directives from a higher
authority
- Hesitates to develop own ideas for personal productivity improvement
or to set aggressive career goals
- Prefers to wait for a negative situation to resolve itself or
for a solution to a problem to present itself
- May be more comfortable conforming to established policies or
implementing time-tested methods for accomplishing personal goals
than trying to find more effective approaches
PERSEVERANCE
Stays on task despite setbacks or distractions; is unwilling to
abandon or change a goal without first increasing the level of effort
or commitment to reach it; remains undaunted in the face of rejection
or failure; looks for steady and consistent progress in meeting
objectives versus proceeding in spurts; is unwilling to allow the
level of personal enjoyment to dictate his level of commitment to
a task or directive
HIGHS
- Remains focused on his goals despite setbacks or distractions
- Does not change the goal to accommodate difficult or challenging
circumstances, but puts greater effort into reaching the goal
if that is what’s required
- Will not shortcut a process because it would be easier or more
convenient
- Capable of staying on track if the benefits from his endeavors
are long term and results are not immediate
- Will persist through failure or rejection
- Does not allow his enjoyment or lack of enjoyment of the task
at hand to dictate the effort and time he commits to accomplishing
a goal
LOWS
- Tends to lose his focus when distractions or roadblocks are
encountered
- Prefers to change or modify his objective if the path to accomplishment
is blocked or too complex for early success or immediate gratification
- May not persist through seemingly insurmountable odds or repeated
failure
- Becomes frustrated with a steady effort that eventually leads
to success, preferring the path to achievement to be free of delays
and obstacles
- Tends to adjust his level of commitment to a task or directive
in accordance with how much he enjoys or is motivated by the steps
involved
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