This is an industry-validated and video-delivered soft skills assessment program. SAL is used internationally to measure the competencies required by employers of high-level, B2B sales professionals. The program identifies both the current competencies and the developmental needs of individuals. When skill development is suggested, strategies are identified to support the attainment of those skills. Because of its validity, SAL is used in support of hiring and promotion decisions.

SAL skill sets measured include:

• Analyzing Customer Needs
• Managing the Sales Process
• Influencing and Closing

The participant also listens to a number of objections raised by a prospect and then answers questions regarding what was heard. The questions focus on discerning the relative importance of information and recognizing the need to seek additional information.

A separate section evaluates personal preferences and attitudes toward the demands of a sales job, including job climate, rewards, benefits and teamwork.

This assessment technology helps employers, trainers and educators address these kinds of critical, work-related issues:

• Do they have the appropriate attitudes and interests for success in a sales position?
• Are they skilled in using questions to analyze the customer's needs?
• Do they listen carefully enough to recognize essential information relevant to the sale?
• Can they effectively move the sales process forward?
• Will they persist and overcome obstacles to achieve the sale?

Competencies Measured

SAL measures the following competencies which employers have identified and validated as critical for success in business-to-business sales positions:

• Identifying potential selling opportunities with prospective customers through discussion, questioning, and other information-gathering techniques
• Obtaining an understanding of the customer's needs, goals, desires and other pertinent information before advocating specific products/services or attempting to influence buying decisions
• Tailoring one's own comments in accordance with the expressed needs, goals, desires, etc. of the customer
• Overcoming objections and concerns expressed by the customer
• Recognizing and acting on buying signals given by the customer
• Recognizing and responding to the political and interpersonal issues within the customer's organization that may affect buying decisions
• Displaying flexibility and a willingness to compromise in order to gain customer agreement
• Establishing priorities to deal with competing work activities
• Recognizing situations where additional internal resources (e.g., Sales Manager) should be used to facilitate the sales process
• Developing long-term relationships with customers and accounts
• Demonstrating concern for and responsiveness to existing customers who experience problems or have complaints
• Persisting in work activities despite obstacles, setbacks and unsuccessful sales efforts
• Putting forth the extra effort necessary to meet the customer's expectations/needs in order to facilitate the selling process
• Listening to others and understanding both explicit and implicit aspects of the communication
• Prospecting for new customers/accounts, as well as additional business opportunities within existing accounts
• Developing own sales strategies for individual accounts
• Self-managing time and activities

Note: "Customer" does not refer only to individuals external to the organization. Also included are internal employees, persons in another units/areas for whom such activities are performed

SAL Content Information

The SAL assessment tape contains 81 minutes of video during which the viewer responds to 27 work-related questions; 10 listening questions and 21 work preference questions. This tape is recorded in English, Spanish, German, French and Italian.

Additional information is available about SAL follows:

• For an example of a SAL Applicant Feedback Report
• For an example of a SAL Incumbent Feedback Report
• For an example of a SAL Group Report
• For an example of a SAL Interview Guide

For additional information, please contact: