My answer: I don’t know and I don’t care (insert smiley face emoji). I’m not trying to be a wise ass.

I believe this is the wrong question to ask. Let’s try these…

  • What are your sales goals and objectives?
  • Have you assembled your sales team by choosing the right people with the right motivations and talents to achieve stated goals and objectives?

See the difference?

Salespeople have personality DNA and you don’t need a scientist or laboratory to figure it out. Recently I worked with a client who wanted to clone his top sales performer. We had the salesperson take a personality profile to learn more about their DNA. Doesn’t it make sense to understand your top performer’s traits, then look for the same when recruiting and interviewing?

When you look at the chart below and subsequent comments you get information about the motivations of the individual. The numbers reflect how the person scored in 7 separate areas. In most cases a high score in ‘Economic” reflects the person’s desire to solve problems, and be able to measure return-on-investment (ROI). Outstanding traits for a salesperson. The high score in “Individualistic” fit this client to a T because he wants his people who work off premises (regional sales on the West Coast) to have independence and confidence to make decisions without approval from superiors. Not all sales organizations work with this level of autonomy, thus the importance of the DNA match.

Prior to using this tool my client did not have the ability to measure sales DNA. He relied on instincts and belief in the candidate’s potential. It wasn’t enough. He was experiencing turnover and it was costing the company dearly.

In addition to motivational values, the profile provides information about individual attributes. This index is now used in the interviewing process. Look at how he was able to balance the motivations in the last example with his top performer’s attributes. He is getting validation when screening applicants, and increasing the quality of his new hires.

Hiring is only one of many applications for this tool. Teams use this to learn the unique qualities of their peers.This dramatically effects performance and culture. Show me a great sales organization, and I will show you a collection of people who thrive based on natural skills, trust, and strong leadership that understands that sales is a people business.


You are welcome to a complementary personality profile and debrief. Here are the people who would benefit most:

  • VP’s of Sales
  • Sales managers
  • Salespeople
  • Solopreneurs
  • Aspiring entrepreneurs
  • Board of Directors
  • Leadership/management teams
  • Any person in a position that requires influencing others

Contact me to discuss the viability of this tool in your business or organization.



Two things in my DNA lead to a career in sales. My curiosity and my love of building relationships with quality people.

I believe the best sales organizations invest in the development of their people. You improve the sales process when you improve the people involved. I have seen firsthand sales organizations that did not believe in the professional and personal growth of their people. The result? Friction, confusion and underperformance.

Consistent sales growth is one of many challenges a business faces. In my role as a consultant I have the opportunity to dig deeper to uncover issues related to strategy, communication, and professional development.

To quote Daniel Pink; "we are all in sales now." My promise to you is to develop the people in your organization who serve your customers. It's no longer just the Sales Department. Your sales strategy must be crystal clear, and communicated respectfully throughout your entire organization.

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