IMAGE
BUILDING
Tailors image to fit customer expectations; adapts to different
situations with sincerity and realism, taking care to avoid obvious
role-playing or acting; recognizes the value of first impressions;
studies the image or style with which the customer is most comfortable
and adopts the dress, conversational style, and language most trusted
by that customer
HIGHS
- Exhibits interest and commitment through involvement in customer
industry activities
- Quietly promotes self and company in a manner that is respected
by and gains credibility with the customer
- Before the first impression is made, becomes familiar with customers,
their markets, and how success has been achieved with similar
companies in the past
- Recognizes the business etiquette (such as dress and speech)
appropriate to a situation
- Has the ability to read people and react to individual needs
- Positions himself at the appropriate professional level to match
the customer
- Adjusts own communication style to ensure that the message is
heard and to encourage dialogue
- May blatantly promote company or self without anticipating how
the customer will respond
- Fails to do the homework on a prospect or customer that would
identify or verify the image that would be consistent with customer
expectations
- By focusing so intently on his own style and objectives, he
fails to make it a priority to establish and reinforce credibility
with the customer
- May ignore or fail to be concerned with the image projected
to others
- May be inflexible about changing personal style to accommodate
a customer who would be more comfortable with or impressed by
something different
PROMOTES CUSTOMER RELATIONS BY SOLICITING FEEDBACK
Seeks customer feedback regularly to verify satisfaction and uncover
minor issues which could escalate if left unattended; solicits suggestions
for continuous improvement and demonstrates personal attention to
the customer even when there is no problem; listens to feedback
without judgment or defensiveness, remaining focused on results
rather than personal feelings; stays logical and objective and refrains
from expressing personal frustrations to the customer; ensures future
business by anticipating and removing potential sources of dissatisfaction
HIGHS
- Demonstrates continued personal attention to the customer, calling
regularly and soliciting suggestions for improvement
- Is disciplined and consistent in initiating contact with the
intent of monitoring satisfaction and detecting potential problems
- Welcomes opportunities to demonstrate his willingness to make
the customer’s experience even better
- Aims emotional intensity at addressing a customer’s needs
or concerns, not at the customer personally
- Does not allow the mood or feeling about a customer to alter
the degree or quality of the follow-up
- Maintains a business relationship versus a social relationship
in 90% of the contact
- Assumes that a customer will make him aware of problems but
is otherwise satisfied
- Tends to ‘let sleeping dogs lie’ and is reticent
to probe for problems that may be in the early stage of development
- Finds it difficult to keep emotions in check and remain logical
when presented with suggestions for improvement
- Takes customer feedback or criticism as a personal jab and may
inappropriately display a negative 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
- 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
MAXIMIZES RESULTS BY PUSHING FOR QUOTA ATTAINMENT
IN DIRECT SALES
Takes pride in consistently meeting or exceeding quota and assumes
personal responsibility for monthly sales attainment; continually
pushes self and uses that stress as a positive driver to focus on
the tactics which will produce the necessary sales results
HIGHS
- Is driven to achieve or exceed targeted results and uses sales
as a means to get there; hungry to be a top producer
- Holds results achievement to a high personal standard
- Believes in taking personal responsibility for the level of
success achieved
- Thrives in a traditionally competitive sales environment and
uses sales as a vehicle for measuring his personal success
- Balances drive and intensity that characterize his sales approach
with giving customers attention and time needed to ensure continued
satisfaction
- May adopt a casual or relaxed approach that fails to project
personal dedication to achieving or surpassing sales targets
- May be satisfied with moderate growth in sales
- May not sustain the intensity needed to consistently meet or
exceed sales objectives
- Is comfortable with achieving average results, rising above
the bottom of the performance chart but not striving to be the
best
- Lowers goals to reach a level of success that is easier to accomplish
- Prefers a more predictable and stable work environment in which
personal compensation is not so closely tied to production results
SEEKS RECOGNITION AS A PROFESSIONAL
Uses position and prestige to positively influence others; enjoys
public recognition and acclaim of his achievements; wants to be
seen as important and establishes credibility through title and
credentials
HIGHS
- Seeks the rewards and public recognition that define his success
and elevate his status in the eyes of those individuals he wants
to influence or impress
- Uses his credentials as a means to establish credibility
- Uses public acknowledgement of his professional status and accomplishment
as a tool to make a positive impact on others
- Gets people to take notice and give him their attention by promoting
his accomplishments and publicizing his success
- Self-conscious about a public display of success and achievement
and may diminish his ability to influence others by downplaying
his achievements and capabilities
- Expecting his accomplishments to speak for themselves, he may
find it difficult to establish credibility with or make an impression
on individuals unfamiliar with his professional credentials
- May associate a widely acclaimed role with bragging and could
miss opportunities to have an impact on others because he is uncomfortable
being singled out and publicly acknowledged for his success
ADAPTS APPROACH TO DIFFERENT BUYER MOTIVATIONS
Gathers essential information to determine the benefits customers
need in order to be sold; is willing to adjust sales approach to
fit different buyer motivations; influences or persuades others
by determining how the other individual can benefit, and then communicates
those advantages
HIGHS
- Will work to acquire the information needed to determine what
benefits will motivate prospects to buy
- Able to use knowledge gleaned about prospect needs to vary sales
approach according to different buyer motivations
- May not be committed to researching what benefits the prospect
needs in order to be sold
- Might not recognize that prospects have different buying motivations
and may sell the same way to all people
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