Research Methodology

The study consisted of one-on-one interviews, surveys, and reviews of “critical incidences.” A total of 33 interviews were conducted from February to April, 2000, 24 with people in the United States and 9 with people from Italy, Switzerland, and Great Britain. The study focused on organizations ranging in size from 100 employees to more than 10,000 employees. They represented all business sectors, including heavy manufacturing, high-tech manufacturing, financial services, health and social services, business services, retail and distribution, transportation and utilities, government, and education.

More than 470 people responded to the survey. Participants in this part of the study were sales managers or salespeople, usually identified by a key contact within each organization. These responses generated more than 2,100 critical incidences. These were entered into a database along with information identifying participant characteristics. As a result of the analysis, these incidences were aggregated into a set of 16 selling competencies, and then further divided into the 5 key roles of effective salespeople.