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Sales Skills Optimization Benchmarking Assessment

The Way Your Sellers “Show Up” Creates a Competitive Advantage

In today’s competitive market environment, once-unique products and services are quickly becoming commodities as barriers to entry in many industries drop and new competitors enter the market. This means that your company’s brand and solutions are no longer enough to win over customers.

There is a more sustainable, competitive advantage that is much harder for your competitors to replicate:  how your salespeople utilize their sales skills to interact with customers. These interactions define the core of the “exceptional buying experience” that your organization has worked hard to create. When only 1 in 10 executives perceive that they are getting value from meetings with salespeople (per Forrester Research), there is a significant opportunity to differentiate the buying experience through sales dialogue excellence.

Because every dollar should be spent wisely, high-quality sales skills development should focus on optimizing only a handful of key components at one time. Therefore, it is important to identify which sales skill improvements will produce the highest return on your organization’s investment. Too often, selling skill gaps are identified based on hunches, random observations, and instincts. This can lead to a significant misallocation of training dollars.

Skill Optimization Assessment Process

Through interviews with Sales Leadership and an online sales skills assessment administered to the sales force, Richardson’s Sales Skills Optimization Assessment will:

  • Identify how salespeople compare to a cross-industry benchmark of other sales organizations
  • Enable Sales and L&D Leaders to determine which skill gaps are prevalent across the sales organization, with the ability to look more closely at sub-units, such as by role, territory, or market segment
  • Empower the Sales and L&D Leaders with information that can be used to design and build a multi-year curriculum to close skill gaps over time

In only six to eight weeks, Richardson can provide Sales Leaders and L&D Leaders with key data about selling skills trends across the entirety of the sales force. Richardson’s Senior Consultants first conduct interviews to determine the relevant skills that will be surveyed by the online sales skills assessment. Once validated, the assessment is sent to participants.

Sales diagnostics are administered in a “self-rater” format, while management diagnostics are administered both to the participant and to his/her direct reports. This online diagnostic requires 30-45 minutes to complete and is comprised of approximately 25-35 questions. The questions are written in a specific and nuanced manner and are scored using an advanced algorithm to ensure an accurate assessment of the participant’s actual behavior.

The Richardson team will analyze and provide a summary of the findings from the sales skills optimization assessment in a detailed report and a presentation to key stakeholders from both Sales and L&D organizations.

Drive Impact by Focusing on Improving the Right Sales Skills

Richardson’s Skill Optimization Assessment helps Sales Leaders and L&D Leaders to make the right investment decisions based on unbiased, objective data. Thus, Sales Leaders can be confident that they are focusing their sales skills development training on the right skill gaps and making the right investment choices to close those skill gaps in a logical sequence across a multi-year curriculum.