OMG has identified 21 core sales competencies critical to B2B selling, and they apply across every major methodology including BANT, MEDDIC, Challenger and SPIN. This is the full framework, competency by competency, with what each one predicts and how few salespeople are actually proficient at it.
What is inside
Tactical Competencies are the observable selling skills. Sales DNA is the mindset that supports or limits them. Will to Sell measures drive, and without it neither of the other two can change.
Only 46% of salespeople reach the right economic buyer. Only 27% are proficient at qualifying. Only 15% sell consultatively. Only 35% effectively leverage sales technology.
Across 656 assessed sellers, top performers scored 56.2 on Tactical against 45.2 for bottom performers, 70.9 on Sales DNA against 64.6, and 63.8 on Will to Sell against 54.6.
Need for approval, comfort discussing money, supportive beliefs and buy cycle sit underneath the visible skills, and weakness there undermines training on everything else.
Higher win rates, better manager ratings, more new opportunity creation, and stronger relationship building.
A rep who owns the pipeline end to end needs different competencies than one who only closes, so the same 21 are weighted differently by role.
Written for: Anyone who wants to understand what a sales evaluation measures before commissioning one.
Published by Objective Management Group with Score More Sales.
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