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Negative Personality Predictors Of Poor Performing Salespeople

In 1994 David Kurlan published a paper in Inc

In 1994 David Kurlan published a paper in Inc. Magazine on the five major weaknesses to look out for during a sales recruitment campaign.

These weaknesses have the potential to prevent salespeople from effectively executing their sales plans:

* Becoming emotionally involved - Salespeople who have a tendency to becoming emotionally involved during the sales cycle are unable to remain focused on what is being communicated to them. Listening skills tend to suffer when a salesperson becomes self focused on the emotions of the moment, resulting in their losing control of the sales meeting. During your sales recruitment campaign, you can use personality assessments to identify an individual's emotional resilience capability as a measure of these tendencies.

* Need for approval - Some individuals constantly yearn for others' approval. This is the need to be liked - they feel incomplete when not constantly getting approval from others. This can be a problem for salespeople, because they can prioritize their desire to be liked over and above their desire to close a sale, the result being they experience difficulty asking the tough questions, fearing rejection, and avoiding confrontation.


* Negative belief system - A salesperson can "sabotage" their sales effectiveness by investing in a negative belief system about their own capabilities. Negative self talk such as "I hate cold calling", or "I'm no good at relating to these types of customers" will sabotage their sales ability. Unsuccessful salespeople will have 10 or more negative self talking "scripts", while in comparison successful salespeople will have very few.

* Non supportive buy cycle - Interestingly, Kurlan identified this tendency as an important factor to look out for during the sales recruitment process. It refers to a sales person's tendency to shop around, look for the lowest price, and procrastinate when making their own personal purchases. The result being that, when faced with their own customers exhibiting the same behaviors, the sales person will empathize with them, and they will be reluctant to close the sale.


Discomfort with bringing up the issue of money - Some individuals have a personal belief system about not breaching issues of money. As salespeople, they will experience discomfort in escalating to questions about budget, or whether a sales prospect can afford the product or service being offered to them. This discomfort can be dangerous in a sales situation, as it prevents the salesperson from helping the customer examine how the money can be found to make the budget. When a customer indicates they can't afford something, the salesperson will empathize with their customer, rather than digging deeper and making suggestions to solve the problem.

Consider the above negative indicators when devising your sales recruitment strategy. Most of the above can be ascertained by using appropriate personality assessments, and also by incorporating structured behavioral questions into your interviews. Even role-play activities, where a typical sales scenario needs to be acted out by the candidate, can yield valuable information about these sales weaknesses.

Of course, any sales recruitment strategy must look out for positive as well as negative indicators. Being aware of those predictors of unsuccessful sales people can help you to identify those traits which should set off your 'alarm bells' during the recruitment process. The best strategy is to have a sales recruitment process in place that can identify both the positive and negative predictors of future sales performance.

by: Tim Williams
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