Lets first define what we mean by a core competency. We will then introduce the 3 Core Competencies, and spend our time understanding how they can dramatically increase your success.

The term Core Competencies refers to those essential elements in the sales process that most directly impact your success. These elements are controllable and measurable, and sales professionals can be trained to be proficient in these areas. Unfortunately, many sales organizations and individuals lose focus distracted by peripheral activities or sophisticated systems that track dozens of different activities when only a handful really matters.

Without a foundation built upon these essential elements or Core Competencies, and because of all the distractions and roadblocks an organization is susceptible to today, results can be mediocre or less.

Take a look at the following list of items that are prevalent in the sales cycle, and select the items that you believe are absolutely essential to your success.

- Closing Sales

- Developing Prospect Lists

- Setting Appointments

- Running 1st Appointments

- Working Qualified Prospects through the Sales Pipeline

- Post-Sale Marketing

- Developing Referrals

- Reporting and Paperwork

- Documenting Testimonials

Many of these tasks are important, but they are not all sales performance competencies. Yes, it is important and useful to ask for referrals and develop testimonials from satisfied customers, but your success hinges mostly on the mastery of and attention to the Core sales Competencies.

One simple way to determine whether an activity, routine or task is truly a core sales competency is to ask what activities are directly linked to revenue. After all, revenue is how we sales people measure success. Thats our scorecard at the end of the month.

We can do that through a series of questions listed below.

Is it an essential component to the sales mission or is it just an ingredient in the recipe?

Separate necessary tasks in your sales day from key competencies. Consider a golfers essential competencies from tee-off to last putt. Is the core competency the ball or the club? Or is it the golf swing and putting stroke?

As an example, Prospecting for new business is a necessary sales system to put in place for routine success. Within your Prospecting system are individual components for lead generation; things like customer referral programs, vendor collaboration programs, affinity programs, target information seminars and association programs. These are not authentic sales competencies but tactical vehicles for lead generation.

The actual sales competency is the Act of communicating the Business Reason to Meet once you are given the opportunity to have a face-to-face or telephone conversation with your intended target prospect. And the measurement of that competency, or key performance indicator, is the Conversation-to-appointment ratio; how many times you ask for the business appointment versus how many times you achieve it.

Can it be measured routinely and accurately with a napkin, pencil, and calculator?

Just as measuring your Conversation-to-appointment ratio; how many times you ask for the business appointment versus how many times you achieve it, your first appointment to proposal ration is a key performance indicator which make it also an essential sales performance competency, because the objective of your first appointment is advancing your sales process to the next step. That might be a demonstration, a site visit, a survey or a proposal.

The degree that you perform your 1st appointment sales process to achieve your Next Step objective is measurable and will give you diagnostic feedback to your competency level parallel to your 1st appointment methodology and process.

Can you set a realistic performance benchmark tied to revenue goals?

Lets say you have diagnosed your sales performance competencies as converting target prospect conversations to appointments, converting 1st appointments to the next step in your sales process and then closing the business from there. So thats (3) sales performance competencies; Conversation-to-appointment ratio, 1st appointment to proposal ratio and closing ratio.

How would you go about setting realistic performance benchmarks that the team can aspire to and measure themselves against?

To do so you need (3) more sales performance numbers; your average revenue per sale, your monthly revenue objective and your weekly activity number. Your weekly activity number is a derivative of your (3) sales performance competencies and your average revenue per sale parallel to your monthly revenue objective.

Heres an example of a sales manager in the document management industry. Her teams average revenue per sale is $3400. She calculates she needs to maintain a 1st appointment to proposal ratio of 65%. The closing ratio is set at 40%. Their individual monthly revenue goal is $25,000.

The derivative of these performance numbers is a weekly activity goal of (7) new appointments per rep, on average.

Next is the reality check. Are these performance numbers realistic to meet? Do they have the necessary skill-set and supporting tools to meet all the benchmarks and achieve the performance ratios and activity goal?

If not, what adjustments are needed in line with the benchmarks and what training is needed to achieve them?

Can you apply Pin-point Training and Powerful Routines around each core competency?

We know what training is, but do we understand why training fails? Timely training is NOT a seminar or one-time event. It requires appropriate structures for learning and application, defining useful short-term objectives, measuring progress, working closely with qualified trainers for follow-up and support, and most importantly, organizational commitment from the Top down.

Timely training is focused on one sales performance competency at a time until the appropriate benchmark of performance is realized.

So if you can say it is directly tied to revenue (or your end result), is a skill set that can be trained to for improvement, and can be easily measured, it is a Sales Performance Competency.

Perhaps a golf analogy will help illustrate the power of the Business of Core Competencies. A self-professed poor golfer with a chronic slice might attempt to correct the problem by adjusting his stance actually aiming away from the fairway so that the slice hopefully lands the ball in the middle.

In contrast, a low handicap golfer with a persistent slice might address the problem by adjusting their grip, rotating their hips, or the adjusting the arc of their swing. In other words, the good golfers address the core competencies of the swing vs. adjusting peripheral elements.

Off the golf course, in the sales arena, the opportunity for you is to identify, train to and measure sales performance competencies and performance metrics, and not just chase after quota.

Jeff Hardesty

Jeff Hardesty is President of JDH Group, Inc. and Developer of the X2 Sales System?.

Jeff?s first career encompassed 14-years was as a professional Pilot, where he accumulated over 7500 incident free hours of logged flight time. As the industry evolved to hold more rated Pilots than there were seats available, Jeff decided to change directions to gain more career control.

That led him into the profession of sales. Starting from the Ground floor as an outside sales rep at Lanier, Jeff rose to the top 8% in World-wide ranking, competing with 4500 other reps. He was awarded consecutive President?s Club Trip?s and was one of ten qualified national Lanier reps to win the prestigious Silver Bullet Award for outstanding major account sales.

A move into the newly emerging competitive telecommunications industry enabled Jeff to take his successful processes and best practices into a Sales leadership role. As General Manger of Sales for CGB, Inc., a start-up competing directly against the traditional Local Exchange Carrier, Jeff?s sales models and support tools helped increased revenues 509% in 3 years.

As a Vice President of Sales for a series of ?Start-up? and ?Turn-a-round? initiatives, Jeff?s diagnostic and performance-driven approach to successful sales focused on the individual sales employee and teaching them how to effectively run their own business.

His sales performance model resulted in an average of 172% sales unit growth over the first year of implementation for 3 consecutive companies.

In 2004, after 2 years of development, Jeff rolled out the X2 Sales System?, a blended sales performance system focused on identifying key sales competencies and performance metrics while training to an effective conversion rate for ?Top-Down? business appointments.

Jeff has been featured in numerous National publications such as Business First, Dartnell?s SELL!NG , Chief Learning Officer and Training Magazine with reference to Blended Learning Systems and improving sales teams Key Performance Indicators.

He travels the country conducting live X2 Appointment setting ?Boot Camps? and Train-the-trainer sessions helping sales organizations get more reps to Quota in less time, shorten new-hire ?Ramp-to-Quota?, accelerate new product roll-outs and eliminate Turnover costs due to low sales activity.