This study analyzed data from 255 sales professionals across 15+ countries between 2012 and 2018. It measured sales effectiveness using a competency item completed by managers. A relative weights analysis found that the most important factors for sales effectiveness were entrepreneurship, structure, and customer focus. The top three factors together explained 30% of the variance in sales effectiveness.

1. Best Practices in Sales
Sales Performance Assessment

2. About this Study
This study involved 255 participants from 15+ countries and industries
Data were collected between 2012 and 2018
Gender distribution: 51% Male, 40% Female, 9% Not Reported
Sales Effectiveness was measured using an SPA competency item completed by bosses: Embodies exactly
what we need in a sales professional
Sales effectiveness was entered into a relative weights analysis as the outcome variable and participant
scores on the 24 SPA scales were entered as predictors

3. Country
Count Percent
United States 79 28.52
Australia 39 14.08
Hong Kong 39 14.08
Canada 22 7.94
Singapore 13 4.69
United Kingdom 9 3.25
Brazil 7 2.53
China 7 2.53
France 7 2.53
Netherlands 7 2.53
New Zealand 7 2.53
Japan 5 1.81
Switzerland 3 1.08
Chile 3 1.08
Egypt 2 0.72
Malaysia 2 0.72
Sweden 2 0.72
South Africa 2 0.72
Other 6 2.17
Not reported 16 5.78
Total 277 100.00

4. Industry
Count Percent
Other 87 31.41
Consulting Services 49 17.69
Pharmaceutical/Medical Products 26 9.39
High Tech (computer related) 22 7.94
General Manufacturing 20 7.22
Communications/Telecommunications 18 6.50
Accounting/Banking/Financial Services 13 4.69
Hospitality/Travel/Tourism 9 3.25
Insurance 8 2.89
Contracting/Construct 5 1.81
Food Products/Processing 4 1.44
Research/Scientific Services 4 1.44
Law/Legal Services 3 1.08
Health Care/Medical Services 2 0.72
Mining/Oil-Gas Production/Chemicals 2 0.72
Transportation 2 0.72
Education 1 0.36
Not reported 2 0.72
Total 277 100.00

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Best Practices for
Overall
Effectiveness

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0Entrepreneurship
Structure
Customer Focus
Tactical
Team Player
Aggressiveness
Optimistic
Persistence
Communication
Materialism
Strategic
Empathy
Excitement
Idealism
Technical
Sales Focus
Prospecting
Ego Rewards
Outgoing
Insight
Management Focus
Market Awareness
Production
Persuasive
0 5 10 15 20
Relative Importance Index
(Total variance explained = 30%)
Direction of
Relationship
positive
inverse
Relative Importance for Sales Effectiveness:
Embodies exactly what we need in a sales professional