Print Management Consultant Competency Profile

September 16, 2009

Develops & Uncovers Sales Leads & Opportunities

Demonstrates the initiative to uncover sales opportunities; actively attracts the interest of potential customers; networks to increase contacts; stays on top of market conditions to uncover new leads; consistently follows up with leads to assess their interest in the product/service offering.

High Scores

  • Methodically and regularly networks to develop a prospect list, regardless of the number of leads in the sales funnel
  • Develops a frequent and familiar personal profile in organizations or activities that attract the interest of prospective customers
  • Recognizes opportunities to uncover hidden or less obvious prospects by monitoring the competition and keeping on top of market conditions
  • Remains pragmatic and objective, versus intuitive and emotional, believing that the payoff comes from steadily working the numbers regardless of how he feels at the moment
  • Hard-driving and persistent, and tends to downplay social involvement that may interfere with or drain time from his prospecting efforts
  • Organizes contact information in order to systematically follow up on leads

Low Scores

  • Limits networking opportunities by being drawn into social or casual interactions, or by spending time with people he enjoys or are already known to him
  • Waits for prospects to raise their hands, believing that marketing efforts or the product/service itself will attract interest
  • May limit his networking efforts to those times when the sales pipeline is empty
  • May be inconsistent in creating and following a process that systematically and continually casts a net with the expectation of eventual success
  • Becomes frustrated or discouraged if a successful ‘hit’ is not achieved in a fairly short period of time
  • May be satisfied with ‘cherry picking’ and find it tedious to churn through a stream of new contacts to identify the warm or lukewarm leads

Qualifies Opportunities

Uses a formula or series of questions to determine the prospect’s fit with the product or service; expects to sell to the majority of prospects since they are known to need the seller’s products; reacts quickly and objectively to the answers to standard probes by disqualifying the prospect or proceeding through the selling process; is comfortable working at the executive level in prospect organizations.

High Scores

  • Probes with tough questions around profitability, capacity and readiness to buy when evaluating a prospect for potential business opportunities
  • Uses a formula approach to qualifying prospects that addresses typical interest points, such as price and ability to deliver
  • Does not allow his time to be consumed by prospects who should be disengaged or deferred based on the quality of business they will provide
  • Remains emotionally detached from the prospect’s situation, allowing him to stay objective in assessing the potential for profitable business

Low Scores

  • Uses an inconsistent approach to uncovering needs
  • May have difficulty probing to obtain sufficient information to accurately assess the likelihood of a profitable match
  • Exhibits too much optimism and not enough pragmatism to cut loose potential business that would not be profitably serviced
  • Finds it difficult to be objective in assessing the potential of demanding or challenging contacts

Makes Persuasive Presentations

Excites the customer with an enthusiastic presentation style; demonstrates value and actively promotes products and services by making an emotional appeal; holds the customer’s attention and interest by keeping the presentation content relevant; varies style to build toward a buying decision.

High Scores

  • Makes formal presentations that focus on creating an impact while communicating information
  • Has the potential to capture and hold the audience’s attention
  • Takes charge and keeps control of the information being communicated through a presentation that is polished and rehearsed
  • Varies his style and content to appeal to the audience
  • Projects his enthusiasm about a solution to the audience, moving them closer to a buying decision
  • Monitors audience response and adjusts his presentation to stay on target

Low Scores

  • May be more comfortable with establishing a dialogue that emphasizes listening and an exchange of ideas than with making an impact on the audience
  • Uses presentations to entertain rather than inform or persuade
  • Sticks too closely to a script and does not vary the content or emphasis to address the needs of each audience
  • Too focused on the mechanics of the presentation itself to pay attention to audience understanding and concurrence
  • Cannot easily adjust to a nonsupportive audience response and may rush an ineffective presentation just to finish it rather than alter the presentation to change that response

Commits Time & Effort To Ensure Success

Thrives on working; tends to achieve higher results in direct proportion to the time he / she is willing to commit to his / her work; remains focused on the goal and is not easily discouraged or distracted; uses work as an opportunity for interaction and incorporates interpersonal contacts into task accomplishment; sees work as a major source of personal satisfaction.

High Scores

  • Commits time and resources to results accomplishment that surpasses what is just acceptable or expected
  • Is dedicated to achieving business results, even at some personal sacrifice
  • Defines himself to a great extent by his work and derives personal satisfaction from his success and accomplishments in his career
  • Builds into a schedule the time required to lay the groundwork and develop the plans for achieving work objectives
  • Retains control of objectives by preparing action steps and evaluating progress
  • Remains focused when the commitment to work is threatened by internal or external distractions
  • Enjoys finding opportunities to mix personal interaction with goal accomplishment

Low Scores

  • Seeks a balance in his professional and personal commitments that inevitably limits the time and resources devoted to his work
  • Is more inclined to work a set schedule of hours than to commit resources as required by the objective
  • Distinguishes personal time from work and career commitments and is not likely to make consistent sacrifices in his personal life to accommodate extraordinary advancements in his work objectives
  • Becomes distracted by unexpected obstacles or may not effectively plan to deal with his job demands
  • May not recognize that opportunities to advance his goals can be present in the personal interactions that occur in the workplace

Maximizes Results As A Customer Advocate

Consistently achieves above-average sales results by understanding the customer’s business, empathizing with their problems and setting a plan to meet their needs; tirelessly focuses on building strong relationships with customers by acting on their behalf to work the seller’s internal systems to meet their requirements; sees partnering with customers as the efficient method to reach personal sales career goals.

High Scores

  • Is driven to achieve or exceed targeted results and uses sales as a means to get there; hungry to be a top producer
  • Holds results achievement to a high personal standard
  • Believes in taking personal responsibility for the level of success achieved
  • Is unwilling to have goal achievement derailed by internal politics or bureaucratic procedures
  • Promotes a sense of partnering with customers
  • Takes the first step to establish a trusting relationship that assures customers of their commitment
  • Is genuinely interested in understanding customer needs and works the company’s internal systems to satisfy those needs
  • Collaborates with a network of support resources to satisfy customer requirements

Low Scores

  • May adopt a casual or relaxed approach that fails to project personal dedication to achieving or surpassing sales targets
  • Can be content with marginal success or lowers goals to reach a level of success that is easier to accomplish
  • May not sustain the intensity needed to consistently meet or exceed sales objectives
  • Wants to be successful on his own terms without tying his efforts or results to effectively fulfilling customer requirements
  • Achieves results that will support his career progression more so than strengthen his partnerships with customers
  • Can be impersonal or detached in his approach to the sales process, minimizing the opportunity to build a customer alliance

Adapts Approach To Buyer Motivations

Gathers essential information to determine the benefits customers need in order to be sold; is willing to adjust sales approach to fit different buyer motivations; influences or persuades others by determining how the other individual can benefit, and then communicates those advantages.

High Scores

  • Will work to acquire the information needed to determine what benefits will motivate prospects to buy
  • Able to use knowledge gleaned about prospect needs to vary sales approach according to different buyer motivations

Low Scores

  • May not be committed to researching what benefits the prospect needs in order to be sold
  • Might not recognize that prospects have different buying motivations and may sell the same way to all people

Promotes Customer Retention By Soliciting Feedback

Seeks customer feedback regularly to verify satisfaction and uncover minor issues which could escalate if left unattended; solicits suggestions for continuous improvement and demonstrates personal attention to the customer even when there is no problem; listens to feedback without judgment or defensiveness, remaining focused on results rather than personal feelings; stays logical and objective and refrains from expressing personal frustrations to the customer; ensures future business by anticipating and removing potential sources of dissatisfaction.

High Scores

  • Demonstrates continued personal attention to the customer, calling regularly and soliciting suggestions for improvement
  • Is disciplined and consistent in initiating contact with the intent of monitoring satisfaction and detecting potential problems
  • Welcomes opportunities to demonstrate his willingness to make the customer’s experience even better
  • Aims emotional intensity at addressing a customer’s needs or concerns, not at the customer personally
  • oes not allow the mood or feeling about a customer to alter the degree or quality of the follow-up

Low Scores

  • Assumes that a customer will make him aware of problems but is otherwise satisfied
  • Tends to ‘let sleeping dogs lie’ and is reticent to probe for problems that may be in the early stage of development
  • Finds it difficult to keep emotions in check and remain logical when presented with suggestions for improvement
  • Takes customer feedback or criticism as a personal jab and may inappropriately display a negative response

Increases Business Through Continuous Customer Contact

Takes a proactive approach to establishing and implementing a customer contact process that maximizes opportunities to increase business; initiates face-to-face or telephone contact at the level of frequency needed to sustain customer interest and promote additional product or service opportunities; is comfortable taking the lead in a customer contact and maintaining a high profile role that gets the customer’s attention.

High Scores

  • Takes the initiative in a customer contact process to identify and follow through on opportunities for additional business
  • Maximizes time spent expanding business opportunities by making proactive customer contact a priority over more administrative or noncontact activities
  • Keeps a high profile that gives him a natural entry into opportunities to satisfy customer requirements
  • Is comfortable taking charge of the contact and leading customers through the steps to a purchase decision

Low Scores

  • Prefers to respond to customer requests about additional products or services than to actively solicit new or increased business from them
  • May lack persistence in sustaining a customer contact process if noncontact activities are more appealing or more pressing
  • Falls back on proactive calls as a time filler when other responsibilities have been concluded
  • May be timid about taking the lead in customer contacts with the intent to interest them in additional product or service offerings
  • Counts on a standard process being in place to identify new business opportunities with the customer base

Develops Product Knowledge To Be A Credible Resource

Develops a comprehensive knowledge of products and potential applications; understands that up-to-date knowledge is required to maintain credibility as a subject matter expert with end-users; acquires knowledge through sources of published information supplemented with personal internal and industry contacts; keeps current on product/service developments through more formal learning opportunities; assumes the role of resident expert and develops product knowledge for the purpose of serving as a resource to others.

High Scores

  • Acquires the comprehensive knowledge of products and product sales strategies required to keep on target with client needs
  • Has the confidence in his expertise to establish himself as an effective resource
  • Believes that there is always something new to learn
  • Recognizes that his credibility as a resource to customers is dependent upon the frequency and thoroughness with which he updates his product and applications knowledge
  • Seeks or maximizes appropriate educational materials that will help him to stay on top of his job
  • Takes advantage of formal training opportunities that offer current product information
  • Utilizes the expertise of manufacturing resources as well as the input of end users to enhance his existing product knowledge

Low Scores

  • Prefers to focus on the big picture and may not develop an awareness of product modifications at a more detailed level
  • Thinks he can stay ahead of the customer with only a superficial understanding of products and applications
  • Believes that most recent developments are cosmetic and do not require in-depth investigation
  • Embarrassed to admit he does not know something, and will not feel comfortable asking for help or seeking the appropriate resources
  • Discounts study and training opportunities as an inefficient use of his time and resources

Effectively Manages A Complex Buying Team

Sets high goals and works with complex customers by devising a plan to meet the needs of the various buying influences; consistently produces above-average sales results by developing an overview of potential barriers and minimizing the conflicts that can occur when selling to various needs of multiple components in the customer’s organization.

High Scores

  • Driven to achieve ambitious goals; ‘hungry’ and aggressively ready to produce above-average results
  • Holds results achievement to a high personal standard
  • Plans a logical approach to the sales process that responds to various and potentially conflicting needs presented by multiple buying influences within a complex customer
  • Thrives on complexity and the intricacy involved in opportunities to offer total value solutions to multiple customer contacts
  • Expects barriers or delays to result from balancing the varied requirements of different elements within the customer organization and factors these obstacles into his timeline for the sale

Low Scores

  • Can be content with marginal success or lowers goals to reach a level of success that is easier to accomplish
  • Without incorporating into his approach a plan for dealing with varied needs of different contacts within an organization, he is unprepared to deal with obstacles created by conflicting agendas
  • Lacks the flexibility to manage the needs or requirements of multiple contacts
  • May commit to a primary customer contact without making provisions for assessing and addressing the weight carried by additional buying influences within the organization