The Bob Chronicles - The Difference Between Selling Skills and Effectiveness

Posted by Dave Kurlan on Wed, Oct 12, 2022 @ 07:10 AM

chiropractor

Back in the 90's, after years of Chiropractic, I learned to crack my own back and neck.  You never know when you will need to relieve stiffness and/or pain.  Actually you do know.  If you drove more than two hours today or slept in a hotel bed last night I'm certain you'll need to crack your back and neck...

In the spring of 2020, I sprained my ankle and it never improved.  I'd step out of the car and the pain was so bad I would limp for the first twenty steps until it loosened up.  Imagine my surprise when two years later I heard a familiar crack - not in my ankle - but in my foot and then my knee.  When I stiffened my leg below the knee and purposely created the necessary torque, I heard four separate cracks and then bam! I was pain free!  Now, each time I stand up, I crack my knee and foot and I can walk without pain.  The most important thing was that my symptom screamed ankle but the root cause was my leg and foot.

it's the same with sales teams.  I receive calls and emails that begin with things like "My salespeople are complacent" or "My salespeople need some training on closing" or "My salespeople aren't bringing in enough new business" or "My salespeople need help with negotiating" or "Our team has a lot of stalled opportunities."  Just like my ankle, the real problem is RARELY any of these things.  It's usually something else or, in many cases, a number of something else's.

Today a client asked me to explain the difference between skills and effectiveness. You won't find the answer by doing a Google search as that search turns up exactly nothing on the subject.  This article will discuss the similarity between symptoms/causes and skills/effectiveness. Do you remember Bob, the subject of many articles and my favorite weak salesperson to write about?

Bob strikes again!

I've written 10 articles about Bob and everyone says that the Bob series is their favorite.

I was reviewing Bob's OMG (Objective Management Group) Sales Assessment and realized it is a great example of a salesperson who has skills, but is not effective.  For example, he scored 90 in the Hunting Competency but was not effective at scheduling new meetings because he was sabotaged by his huge need to be liked as evidenced by his score of only 50 on the Doesn't Need Approval Competency.

His need to be liked made him worry that prospects would be angry with him if he got through and interrupted their day. His need to be liked also prevented him from asking good, tough, timely, questions for fear that prospects would dislike him.  Bob has relatively good scores for both the Selling Value and Qualifying Competencies but he has another weakness that limits his effectiveness.

Supportive Buy-Cycle is a Competency in which Bob scored only 29 - an incredibly low score. 

His process for making major purchases does not support ideal sales outcomes and absolutely crushes his ability to sell value and thoroughly qualify.  One of the articles I wrote about Bob dealt with his Non-Supportive Buy-Cycle in great detail.

Let's look at Bob through the lens of his symptoms because up until now we have been discussing the root causes for his lack of effectiveness.  The best way to do this is to ask management.  When they discuss Bob, what do they talk about?

Bob hunts but doesn't land many appointments.  The opportunities that do enter the pipeline end up being about price. Opportunities stall and he can't get them moving again. He drives his sales manager crazy.  He has the skills (knows what to do) but lacks effectiveness (isn't able to execute).  Fortunately, OMG is able to differentiate between those who can sell (know what to do) and those who will sell (will execute) so clients using OMG to assess candidates don't have to deal with these problems. When clients use OMG to evaluate their current sales teams, these are but a few of the challenges they discover.

Last week I wrote an article about OMG not being about any one single score.  Like today's discussion of Bob, that article provided a great example where the sum of the parts, instead of a single score, will always predict exactly what will happen on the phone, over video, or in the field.

Take a crack at OMG and see what happens!  Whether evaluating your current sales team for development purposes or to assess sales candidates for open sales positions, OMG has the science-backed accuracy you can trust.  You can reach us here.

Image copyright 123RF 

Topics: sales assessment, Dave Kurlan, Sales Coaching, prospecting, omg, qualifying, selling value

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Best-Selling Author, Keynote Speaker and Sales Thought Leader,  Dave Kurlan's Understanding the Sales Force Blog earned awards for the Top Sales & Marketing Blog for eleven consecutive years and of the more than 2,000 articles Dave has published, many of the articles have also earned awards.

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