Using Assessments to Develop Your Sales Team

When you have a high-growth business plan, you need a sales plan that can match it – one that will equip your reps to handle shifting market trends, meet evolving customer demands, and maximize effectiveness.

Creating that kind of winning sales plan starts with an in-depth understanding of the current-state of your sales people, process, management, and tools. Using a sales team assessment tool can help you identify critical skill gaps in your sales force, assess how your sales structure aligns with your business goals, and identify key strategies to keep your sales team competitive and ready to drive next level results.

The sales assessment should also answer crucial questions like, Are we reaching the right decision makers? Can we close more sales? Do our systems and processes support a high-performance sales organization? What must we change to improve? How long will that take? And what will the impact be?

Not All Sales Assessment Tools Are Created Equal

The most effective tools, like Objective Management Group’s Sales Effectiveness and Improvement Analysis (SEIA), use proven, scientific processes to collect and analyze data about your people, processes, systems, and management.

A recent Harvard Business Review report demonstrated that a scientific approach to sales force effectiveness – emphasizing data, analysis, processes and tools – can create dramatic results, including increasing rep productivity by as much as 200%. Our Science Behind Sales Success white paper provides a more detailed look at the effectiveness of this scientific approach.

The Benefits of a Sales Team Assessment

The results from a sales team assessment will not only help you better understand how your team is performing, but will also provide a prioritized game plan to help you improve. For example, if your sales team assessment reveals that your salespeople seem to hit their goals consistently but narrowly, this could indicate a need for a more consultative selling approach, or adjustments to your overall sales process. On the other hand, inconsistent sales and routinely missed sales goals could indicate a need for more training and coaching, as well as improvements to your sales recruiting and hiring process.

Your sales team assessment results should provide you with accurate data on your strengths, clearly defined weaknesses, and help you identify key opportunities for growth.

Identifying Weaknesses and Capitalizing on Strengths

One of the biggest benefits of a comprehensive sales team assessment is identifying the areas of your sales force that may be hindering your overall success. Tools like the Objective Management Group SEIA and Improve use the data collected from individual evaluations to reveal hidden problems in multiple areas, including weaknesses common to your salespeople, problems with your hiring criteria, and business being lost as a result of these challenges. You’ll gain a deeper understanding of the changes that must be made to your sales management systems, and what steps you should take to help your salespeople reach their potential.

A sales team assessment tool will also inform you about your team’s greatest strengths, and show you how to capitalize on those strengths to meet your overall sales and business goals. It’s no secret that people are more effective and productive when they’re able to tap into their natural talents and abilities. Your sales team assessment results will help you uncover those unique individual abilities, learn what motivates your team, and show you strategies for developing a strong sales culture that encourages people to bring their very best.

Developing Goals for the Future

Businesses change rapidly in the modern market, and you need to stay focused on your business strategy while also monitoring your sales team for inconsistencies, declines in performance, or shifting customer trends that may be causing them issues. Do you hire top talent regularly? What type of recruiting strategy do you use to find the best sales representatives? What type of compensation structure do you use to attract and retain top-performing sales reps?

Making business decisions backed by solid data is a great way to move your business forward with increased confidence. If you are curious about potential ways to enhance the effectiveness of your sales team, use our online Sales Readiness Assessment tool for a quick snapshot of your current status. Ready to go deeper? Schedule a consultation for our in-depth Sales Effectiveness and Improvement Analysis service to get a detailed playbook for driving sales effectiveness and performance.