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Two-Thirds of Your Sales Force “Ineffective”

Says Cranfield/Silent Edge Study
First Published on WWW.MYCUSTOMER.COM

Only a third of salespeople are effective, according to a new research project – but the good news is that by understanding behaviour types, businesses can drive improvements in their sales force.

A Cranfield School of Management project with sales consultancy Silent Edge analysed the performance of 800 sales professionals in live sales interactions.

The initiative identified eight different sets of behaviours in sales meetings. But of those behavioural types, only three of them were effective, accounting for a mere 37% of the sales force.

However, the report suggests that by understanding these behaviours, managers could change their current sales force and recruit better team members in the future.

The findings indicate that behavioural tendencies can be managed over time encouraging sales people to adopt behaviours of the most effective types.

“The results of the research are ground-breaking,” said Silent Edge’s CEO Russell Ward. “For the first time organisations are able to identify what types of behaviours they have in their sales forces giving managers invaluable knowledge to develop their teams.”

“The most exciting part of our results is how the behaviours of these sales people are linked to their success,” said Professor Ryals. “This is an important report for companies wanting to improve their sales performance.”


The findings are discussed in a new HARVARD BUSINESS REVIEW (HBR) ARTICLE by Ryals

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