Sales competencies assessment framework

A sales competencies assessment is a useful tool that allows you to see where your reps need to develop. It provides a lens through which you can analyze the impact of your training programs to see if you’ve been achieving the goals you set.

A sales competencies assessment ultimately provides you with an effective way of measuring your reps and seeing where skill gaps lie.

Every organization will have unique skills, abilities, and competency needs so make sure you tailor the assessment to suit your aims. As well as that, regularly review your assessment framework to make sure it’s still measuring and analyzing your reps in the way you need. 

We realize that creating a sales competencies assessment from scratch might seem daunting at first, so we’ve put together an 8-step framework to help you through the process.

What is a sales competencies assessment?

A sales competencies assessment is a tool used to evaluate the skills, knowledge, and behaviors that are critical for success in a sales role. It helps organizations identify the strengths and areas for improvement among their sales team members by measuring specific competencies that are deemed essential for effective performance.

The key elements of a sales competencies assessment typically include:

1. Competency identification: Defining the core competencies necessary for sales success, such as product knowledge, communication skills, negotiation abilities, customer relationship management, and strategic thinking.
2. Assessment methods: Utilizing various methods to evaluate these competencies, including self-assessments, peer reviews, manager evaluations, role-playing scenarios, and practical tests.
3. Benchmarking and scoring: Establishing benchmarks or performance standards for each competency and scoring sales reps against these standards to identify their proficiency levels.
4. Feedback and development: Providing detailed feedback to sales reps based on their assessment results, highlighting areas of strength and opportunities for growth. This feedback often informs targeted training and development plans.

Download your sales competencies assessment framework

How to create a sales competencies assessment

How to create a sales competencies assessment Sales competencies are the skills and traits that your reps either possess, or do not. A sales competencies assessment is a useful tool which allows you to see where your reps need to develop. Additionally, it provides a lens through which you can…

Google Docs