Sales competency assessment

Without a clear understanding of strengths, gaps and behavioural patterns, sales development becomes generic and disconnected from commercial reality. Everyone receives the same course, whether they need it or not.

Assessment changes that. It provides a precise baseline against which improvement and return on investment can be measured, and identifies the critical few capabilities that will make the biggest difference.

We draw on in-house and market-leading tools, chosen to fit your objectives:

• SalesTest sales reluctance analysis reveals the hesitations that stop salespeople from prospecting, asking for commitment or reaching senior decision-makers.
• Competence assessment reviews skills, behaviours and knowledge against a framework that reflects your sales role.
• Skeells identifies development priorities through AI-driven practice conversations and feedback.

Each tool answers a different question. Used together, they show whether a gap comes from knowledge, from skill or from hesitation, which points to very different development responses.

Results are used at three levels. Individuals receive a clear view of their strengths and development priorities. Managers get a team picture that helps them focus coaching. Leaders see where capability gaps are concentrated, so the training budget goes where it will pay back.

The same measures, repeated later, show progress. They also feed the Learning-Transfer Evaluation Model (LTEM) that we use to evaluate programmes, from decision-making competence to behaviour on the job.

International organisations need results they can compare. We apply the same tools and framework in every market, so a capability gap in one country means the same as in another. Our consultants resident in each country debrief participants and managers in the local language and help local leaders build development plans that fit the wider programme.

Comparable results also help programme leads plan delivery. Countries with similar priorities can share workshops or Sales Gym groups, while markets with specific gaps receive targeted support from their local consultant.

The right mix of tools depends on the question you are asking. If salespeople know what to do but do not do enough of it, such as prospecting or contacting senior decision-makers, sales reluctance analysis is often the place to start. If you are launching a new sales method or role, a competence assessment against a clear framework shows how far each person has to travel. If you want ongoing insight into how people handle real conversations, AI-driven practice with Skeells gives regular, comparable data.

Many clients combine them. A competence framework sets the standard, SalesTest highlights hidden barriers, and Skeells tracks how skills develop through a programme. Assessment can also form part of a broader diagnostic, where individual results are combined with process and organisational findings.

We agree with you up front how results will be shared and used, so participants understand the purpose and trust the process.