MAKES
PERSUASIVE PRESENTATIONS
Excites the customer with an enthusiastic presentation style; demonstrates
value and actively promotes products and services by making an emotional
appeal; holds the customer’s attention and interest by keeping
the presentation content relevant; varies style to build toward
a buying decision
HIGHS
- Makes formal presentations that focus on creating an impact
while communicating information
- Has the potential to capture and hold the audience's attention
- Takes charge and keeps control of the information being communicated
through a presentation that is polished and rehearsed
- Varies his style and content to appeal to the audience
- Projects his enthusiasm about a solution to the audience, moving
them closer to a buying decision
- Monitors audience response and adjusts his presentation to stay
on target
LOWS
- May be more comfortable with establishing a dialogue that emphasizes
listening and an exchange of ideas than with making an impact
on the audience
- Uses presentations to entertain rather than inform or persuade
- Sticks too closely to a script and does not vary the content
or emphasis to address the needs of each audience
- Too focused on the mechanics of the presentation itself to pay
attention to audience understanding and concurrence
- Cannot easily adjust to a nonsupportive audience response and
may rush an ineffective presentation just to finish it rather
than alter the presentation to change that response
NEW BUSINESS DEVELOPMENT
Takes a proactive approach to finding additional business opportunities;
is comfortable with the networking and cold calling needed to find
new prospects and customers; takes the lead in meeting people and
building a contact base for new business development
HIGHS
- Investigates all possibilities in a quest for additional business
- Remains focused on the objective of expanding the customer base
- Gives priority to building a contact base for new business development
- Comfortable cold calling on prospects and building a network
of contacts to find new leads
- Keeps a high profile in organizations or activities that attract
the interest of prospective customers
LOWS
- Becomes discouraged by rejection and waits for prospects to
raise their hands in interest
- Treats prospecting as an activity to occupy slow periods
- Lacks persistence in seeking new business opportunities
- Timid about meeting people with the intent to interest them
in his product offering
- Uncomfortable with the personal interactions required to build
the network of contacts needed to continually supply additional
business leads
ENDURANCE
Keeps up a brisk pace without becoming fatigued; pushes physical
resources to the limit during periods of peak demand; prides himself
on the amount of work accomplished; approaches work with considerable
energy and stamina despite distractions or unreasonable demands
HIGHS
- Shows the capacity to work rapidly and efficiently, completing
a considerable volume of work within tight deadlines, often in
the midst of continuous change and shifting priorities
- Tends to be highly energized and keeps up a brisk pace without
becoming fatigued
- Takes pride in being a hard worker and accomplishing a significant
amount of work
- Continues to push during periods of peak demand, exhausting
his physical resources, then resuming an active pace after immediately
replenishing his energy and endurance
LOWS
- Adopts a methodical and deliberate pace that minimizes the potential
for making mistakes
- Experiences reduced physical capacity when faced with significant
physical challenges or external pressures and may require an extended
period of rest before tackling that volume of work again
- May physically burn out too quickly by trying to do too much
(tends to burn the candle at both ends)
ANSWERS OBJECTIONS BY REINFORCING STANDARD FEATURES/BENEFITS
Recognizes that the limited opportunity for negotiation requires
a probing of customer objections to uncover the 'hot button' that
established or standard features and benefits will address; actively
listens and clarifies benefits; is well-informed of features and
benefits; helps the customer understand why the proposed product
offering is the best alternative
HIGHS
- Brings objections to the surface and tackles them head-on
- Chips away at objections rather than sidestep or give up on
them
- Listens to and agrees with the validity of the customer’s
concern
- Familiar with a wide variety of products, along with their features
and benefits
- Understands the benefits that can pull a customer out of an
established buying habit and into a better solution
- Convinces the customer that the seller offers the best buy
- Presents relevant information that will dispose of the objection,
keeping the answer complete and concise
LOWS
- Misinterprets unspoken objections as nonexistent objections
- Dismisses objections without validating the customer's concerns
- Is argumentative in an effort to overcome versus resolve objections
- Responds emotionally to objections or resistance perceived to
be a personal attack
- Overcomes concerns with textbook answers versus understanding
and resolving them
- Lacks information about the product/benefits, giving inconclusive
answers that leave objections unresolved
- Gives a long-winded explanation with more information than is
required to gain the customer's cooperation and commitment, clouding
the issue and possibly exerting pressure for an answer
- Promises more than the product can reasonably deliver
DEVELOPS RELEVANT PRODUCT KNOWLEDGE SPECIFIC TO
CUSTOMER NEEDS
Possesses a working knowledge of products and applications as the
backbone for understanding customers’ needs and making suggestions
for solutions; keeps abreast of (or contributes to) product/service
developments, changes, and improvements designed to enhance competitiveness
and achieve market preeminence; concentrates on acquiring knowledge
that is less comprehensive and more focused on what specifically
impacts the customer; builds knowledge base through real-world applications;
uses product knowledge as a means to an end in providing appropriate
suggestions to meet specific customer needs
HIGHS
- Acquires the necessary knowledge of products and product sales
strategies required to keep on target with client needs
- Has the confidence in his expertise to establish himself as
an effective resource
- Believes that there is always something new to learn
- Recognizes that his credibility as a resource to customers is
dependent upon the frequency and thoroughness with which he updates
his product and applications knowledge
LOWS
- Prefers to acquire knowledge through a personal sharing of information
and hands-on observation
- Taps a variety of individuals as resources and builds his pool
of knowledge from the knowledge and experiences of others
- Prefers to focus on the big picture and may not develop an awareness
of product modifications at a more detailed level
- Thinks he can stay ahead of the customer with only a superficial
understanding of products and applications
- Believes that most recent developments are cosmetic and do not
require investigation
- Embarrassed to admit he does not know something, and rather
than ask for help, can inefficiently invest time poring over written
materials or waiting for a formal training opportunity
- Absorbs information more effectively through a structured learning
process than by listening to and learning from others in a less
formal manner
COMMITS TIME AND EFFORT TO ENSURE SUCCESS
Thrives on working; tends to achieve higher results in direct proportion
to the time he is willing to commit to his work; remains focused
on the goal and is not easily discouraged or distracted; uses work
as an opportunity for interaction and incorporates interpersonal
contacts into task accomplishment; sees work as a major source of
personal satisfaction
HIGHS
- Commits time and resources to results accomplishment that surpasses
what is just acceptable or expected
- Is dedicated to achieving business results, even at some personal
sacrifice
- Defines himself to a great extent by his work and derives personal
satisfaction from his success and accomplishments in his career
- Builds into his schedule the time required to lay the groundwork
and develop the plans for achieving his work objectives
- Retains control of his objectives by preparing action steps
and evaluating his progress
- Remains focused when the commitment to his work is threatened
by internal or external distractions
- Enjoys finding opportunities to mix personal interaction with
goal accomplishment
LOWS
- Seeks a balance in his professional and personal commitments
that inevitably limits the time and resources devoted to his work
- Is more inclined to work a set schedule of hours than to commit
resources as required by the objective
- Distinguishes personal time from work and career commitments
and is not likely to make consistent sacrifices in his personal
life to accommodate extraordinary advancements in his work objectives
- Becomes distracted by unexpected obstacles or may not effectively
plan to deal with his job demands
- May not recognize that opportunities to advance his goals can
be present in the personal interactions that occur in the workplace
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