Backed by Science. Proven by 2.5 Million Salespeople.
Most sales leaders manage what they can see: the activities, the CRM stages, the final revenue numbers. The lagging indicators.
When win rates drop or pipelines stall, the instinct is to fix the mechanics — mandating more calls, more training, more pipeline reviews.
But sales performance is governed by a hidden architecture most leaders never measure: 21 core competencies that make up a “Sales DNA.”
Sales DNA consists of the core underlying beliefs and unconscious actions that either support or limit a salesperson’s ability to execute the very tactics they’ve been trained to use. They are responsible for whether or not a salesperson succeeds in the role.
Most sales assessment tests measure the obvious: personality traits, communication style, general aptitude. They describe who a person is. They don’t diagnose whether they can sell under pressure, if they’re comfortable discussing money, if they will bounce back from yet another rejection, or if they can execute the very tactics they’ve been trained to use.
The Sales DNA assessment is different. Backed by data from 2.5 million salespeople across 38,000 companies, it measures the three layers that actually predict revenue performance:
- Layer 1: The Will to Sell – Do they have the internal fuel to sustain effort when selling gets hard? Desire, Commitment, Motivation, Outlook, and Responsibility. Without sufficient Will, training produces only temporary improvement.
- Layer 2: Sales DNA – How do they behave when selling becomes psychologically uncomfortable? This layer measures the belief systems that either support or sabotage execution: Need for Approval, Comfort Discussing Money, Supportive Buy Cycle, Handling Rejection, and more.
- Layer 3: Tactical Competencies – The visible capabilities required to navigate the sales lifecycle: Hunting, Qualifying, Selling Value, Closing, and Sales Process adherence.
The assessment carries 72% predictive validity — meaning it accurately identifies top performers before they’re hired.
Only 4% of assessments are predictively valid of sales performance. The Sales DNA Test belongs to that elite 4%, delivering unparalleled accuracy in identifying high-performing salespeople.
This 30-page guide breaks it all down.
