Research Blog

For decades, sales organizations have tried to solve performance problems by adopting new training methodologies, frameworks, or systems. Many of these methodologies are excellent, structured, repeatable, and well-researched. Yet even the best frameworks face the same execution problem: not every salesperson has the capability, mindset, or behavioral habits to consistently apply the methodology in the real world. 

That is where competencies come in. 

Methodology and competency are often discussed interchangeably, but they serve different purposes and drive different outcomes: 

• Sales methodology provides structure, the step-by-step “how” of selling 

• Sales competencies provide capability, the behaviors, mindset, and skills required to execute the methodology under pressure 

You can teach reps a world-class process, but whether they can and will execute it remains an open question. 

OMG’s 21 Core Sales Competencies were created to answer that question. 

Methodology is the Playbook. Competencies are the Ability to Run the Play. 

Every reputable sales methodology, whether consultative, challenger-style, solution-based, MEDDIC, value-driven, or qualification-centric, shares a similar intent: create consistency, improve win rates, shorten sales cycles, and build predictable revenue. 

However, organizations frequently discover that methodology alone does not close the execution gap. Even after strong training, leaders often ask: 

• “Why do only some reps consistently apply what we trained?” 

• “Why do we still struggle with qualification, money conversations, or reaching decision makers?” 

• “Why do we have smart people who do not behave like strong salespeople?” 

The answers are found beneath the surface, within mindset, beliefs, motivation, skill execution, and Sales DNA. Training tells sellers what to do. Competency data explains why they can or cannot do it, and how to address it. 

OMG’s evaluation tools provide the diagnostic layer that reveals whether a salesperson can operationalize what they were taught. 

Three Ways Competencies Strengthen Any Methodology 

1. Will to Sell Determines Adoption and Follow-Through 

Every methodology assumes a baseline level of drive, accountability, and resilience. OMG measures whether that foundation exists by evaluating: 

• Commitment to doing what is required, not what feels comfortable 

• Responsibility and ownership of outcomes rather than excuses 

• Outlook and Motivation, which influence persistence and coachability 

Without Will to Sell, methodology may be understood intellectually but not applied consistently. 

2. Sales DNA Predicts Real Behavior Under Pressure 

Most methodology breakdowns are not caused by missing knowledge. They are caused by internal belief-based constraints. OMG evaluates the tendencies that derail real-world execution, including: 

• Need for Approval, which prevents difficult questions 

• Emotional Control, which determines poise during resistance 

• Supportive Buy-Cycle, which impacts urgency and qualification 

• Comfort Discussing Money, a critical factor in any value, pricing, or economic conversation 

Training fixes skills. Competency diagnostics reveal belief-driven resistance, which is where performance improvement often begins. 

3. Tactical Selling Competencies Translate to Any Framework

While each methodology has its own terminology and instructional flow, most rely on similar tactical execution skills. OMG measures the ones that matter most: 

• Consultative Selling, required to uncover compelling business impact 

• Value Selling, needed to avoid commoditization 

• Reaching Decision Makers, essential for authority and alignment 

• Qualifying, including budget, intent, and timeline 

• Sales Process, which reflects adherence to structure without skipping steps 

These competencies are methodology-agnostic. They apply regardless of which framework a trainer or organization prefers. 

Why Competency Evaluation Should Precede Training 

Many organizations implement methodology training and later discover that: 

• Some reps quickly improve 

• Others understand but do not change behavior 

• Some were never suited for the role at all 

Training becomes more effective when leaders know who can succeed, where each seller will struggle, and how to provide targeted support. 

With sales competency evaluation and assessment, leaders gain visibility into: 

1. Which reps will adopt the methodology fastest
2. Who requires skill development versus belief transformation
3. Who needs structured coaching versus who is unlikely to succeed
4. How to personalize training for each rep 

The result is faster skill development, more effective coaching, higher retention, and more predictable improvement. 

The Data Behind the Alignment 

OMG’s research shows: 

• 72% of candidates recommended by OMG rise to the top half of their team within 12 months¹
• Training combined with OMG-led development produces an average 53% performance lift from initial evaluation to reassessment 
• New-hire attrition drops from 33% to 9% when hiring decisions are competency-aligned 

Methodology is the operating system. OMG’s 21 Core Sales Competencies are the compatibility check. 

The Bottom Line 

A sales methodology is necessary but not sufficient to drive predictable performance improvement. 

Training provides the “how.” 
OMG’s 21 Core Sales Competencies provide the “who,” “why,” and “what to coach.” 

Organizations that use both do not just train salespeople, they transform them. 

¹ n=73 Salespeople across 15 sales teams, data collected Nov – Dec 2023