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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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