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Our Evaluation Methodology

Sales success isn’t just about what someone knows

…it’s about how they think, act, and follow through.

At Objective Management Group (OMG), we go beyond the surface. Our evaluation methodology measures the full spectrum of what drives sales performance: tactical selling competencies, internal belief systems, and the mindset and motivation to succeed.

By combining these dimensions, we help companies understand not just who can sell—but why some succeed while others struggle.

A Comprehensive Look at Sales Readiness

Unlike personality tests or general assessments, OMG’s evaluation methodology is built for one purpose: to predict sales performance with precision. 

And what truly sets us apart is how we measure it. 

With over 35years of sales-specific research, we’ve learned that it’s never just about hard skills or soft skills. Real sales results come from the intersection of tactical ability, belief systems, and inner drive. That’s why we assess all three—because developing a high-performing sales team requires more than training. It requires insight into the full picture. 

 OMG’s Core Competencies give you insight into the full picture. 

We evaluate OMG’s Core Competencies by grouping them into three key Competency Groups: 

Tactical Selling Competencies

These are the hard skills and techniques salespeople apply in the field—skills that can be trained, refined, and coached. We assess 10+ tactical competencies, including: 

  • Hunting 
  • Reaching Decision-Makers 
  • Qualifying 
  • Consultative Selling 
  • Closing 
  • Selling Value 
  • And more 

By understanding which skills are strong and which need development, sales leaders can tailor training for impact. 

Sales DNA Competencies

Sales DNA reflects the internal belief systems and behavioral tendencies that influence whether reps use their skills consistently under pressure. 

These competencies are deeply ingrained and harder to change—but essential to sales success. They include: 

  • Comfortable Discussing Money 
  • Doesn’t Need Approval 
  • Stays in the Moment 
  • Supportive Beliefs 
  • Supportive Buy Cycle 
  • Handles Rejection 

When these areas are weak, even highly skilled reps may fail to execute. 

Will to Sell Competencies

Will to Sell measures a salesperson’s mindset, drive, and desire to succeed. These traits are what separate average performers from top producers. 

We assess: 

  • Desire 
  • Commitment 
  • Responsibility 
  • Outlook 
  • Motivation 

Without a strong Will to Sell, even the most experienced salesperson will struggle to reach their potential. 

Sales Is Both Art and Science. Our Methodology Measures Both

Sales success doesn’t come from talent alone. It comes from aligning the right skills, mindset, and behaviors with the demands of your sales environment. 

OMG’s evaluation methodology is trusted by companies around the world to: 

  • Hire candidates who are actually fit for sales 
  • Coach reps with data, not assumptions 
  • Develop teams with a clear performance roadmap 
  • Identify hidden barriers to success across individuals and teams 

Download the Full Framework

Explore the full breakdown of the competencies we evaluate—and why they matter.

Download the 21 Core Sales Competencies White Paper