Research Blog

Many salespeople pride themselves on being personable, approachable, and easy to work with. Those are valuable traits—until they get in the way of selling.

A common trait that quietly undermines sales performance is the Need for Approval—the internal desire to be liked by prospects. It’s part of what Objective Management Group (OMG) calls Sales DNA, the underlying beliefs and mindsets that shape how salespeople think and behave.

While empathy and rapport help build trust, the need for approval can blur boundaries, weaken conviction, and cause sellers to avoid tough but necessary conversations.

Why the Need for Approval Matters

The Need for Approval isn’t about being friendly. It’s about the discomfort some salespeople feel when they sense disapproval. When a rep fears losing a prospect’s favor, it can show up as:

• Avoiding direct questions about money, budget, or decision authority
• Hesitating to challenge vague answers or push for clarity
• Discounting too quickly or overpromising to “keep the relationship warm”
• Ending calls that should have gone deeper, because it “felt awkward”

These behaviors can make the buying process more comfortable, but not more productive. The result is longer sales cycles, softer pipelines, and deals that stall before they even reach a decision stage.

What OMG’s Data Shows

OMG’s evaluation data shows that only 40% of salespeople demonstrate an appropriate Need for Approval.

Top performers understand that respect beats likeability. They prioritize being trusted over being liked—and their buyers respond in kind.

When sellers replace approval-seeking with assertive curiosity, they uncover the real issues driving the sale, leading to more authentic conversations and faster paths to “yes” or “no.”

Shifting from Likeability to Leadership

Improving in this competency doesn’t mean becoming aggressive or unkind. It’s about balance and leading a conversation rather than following it. Sellers who overcome their Need for Approval learn to:

• Stay calm when a prospect disagrees or pushes back
• Ask budget and decision-related questions early
• Be willing to challenge assumptions respectfully
• Hold firm on pricing and process without apology
• Focus on outcomes, not approval

Confidence grows when salespeople realize that prospects don’t need another friend—they need an advisor who can help them make the right decision.

How Managers Can Help

Coaching can play a powerful role in rewiring this Sales DNA Competency. Managers who normalize constructive tension in sales conversations help reps build resilience and self-assurance. Reviewing recorded calls, role-playing pushback scenarios, and reinforcing that “no” is an acceptable outcome all help sellers detach emotionally from approval-seeking behavior.

Strengthen the Sales DNA That Drives Results

The Need for Approval is just one of six core elements of OMG’s Sales DNA—the beliefs and internal barriers that can either support or sabotage sales performance.

If your team struggles with hesitation, discounting, or surface-level conversations, it might not be a skill gap. It could be Sales DNA.

Want to learn how this competency fits into the broader system of sales success?

Download the 21 Sales Competencies White Paper to explore the full framework that drives sales effectiveness and revenue growth.