Improving
Sales
Effectiveness
TRACOM’S
FAMILY OF
PRODUCTS
DESIGNED FOR
SALESPEOPLE
a recent study found that 40% of salespeople in the united states are failing
in their roles.1 Additional research shows that versatile salespeople — those people who can
adapt their selling style to the buying needs, and styles, of their customers — have as much as a 30
percent stronger overall performance than their less flexible counterparts.2
Improving Sales Effectiveness
successful relationships are a key element of success in the world of sales,
perhaps as important as the goods and services sold. Gaining respect and confidence from a customer
is essential and can only be optimally achieved by interacting with a customer in a way that he or she is
most comfortable. TRACOM’s Improving Sales Effectiveness with Versatility products use the popular and
proven SOCIAL STYLE & Versatility Models to help salespeople effectively plan and prepare for customer
interactions by analyzing their customer’s needs, overcoming indifference and resistance, and approaching
each phase of the sale. Social Style and Versatility training improve the results of any sales process.
SOCIAL STYLE
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The SOCIAL STYLE Model™ uses behavioral “themes” that people routinely exhibit,
to chart individuals according to their Assertive and Responsive behaviors. From
this information, we can categorize these behavioral preferences into one of
four SOCIAL STYLES: driving, expressive, amiable, or analytical. Awareness of
the behaviors that each SOCIAL STYLE characteristically demonstrates allows
us to predict a person’s future behavior and thus take action to effectively and
appropriately approach each interaction. When we focus on meeting others’
needs over our own, positive interpersonal relationships develop that provide
opportunities to offer solutions and solve problems. A recent TRACOM study found
that the majority of surveyed salespeople felt that SOCIAL STYLE training helped
them establish better relationships and gain trust with customers and prospects.
Furthermore, over half of the survey participants felt that as a direct result of
SOCIAL STYLE training, they were able to close sales they otherwise might not
have acquired.
“TRACOM’s STAR program is
an integral part of our sales
training program. Our sales
force uses the principles on
a daily basis to help improve
communication with our
customers and prospects.”
Joe Recchio
dart container
While SOCIAL STYLE remains mostly consistent across time and circumstances,
Versatility is more changeable and can vary across situations and groups of people.
TRACOM’s research has shown that as a result of SOCIAL STYLE and Versatility
training, employees develop critical interpersonal skills that allow them to establish
better relationships and gain trust with customers and prospects.
Analytical
Asks
Driving
Tells
Amiable
Expressive
Emotes
Versatility is independent of an individual’s SOCIAL STYLE. Versatility measures
a person’s tendency to focus on their behavioral preferences and needs, versus the
behavioral preferences and needs of others, in their interpersonal interactions in
four key areas: image, presentation, competence, and feedback. Each of these four
aspects of performance contributes to more effective interpersonal functioning with
customers.
Controls
VERSATILITY
TRACOM’s SOCIAL STYLE Model™
© The TRACOM Corporation. All Rights Reserved.
Improving Sales Effectiveness
Page 1
improving sales effectiveness with versatility is a flexible set of teaching materials, self-study
guides, SOCIAL STYLE profiles and classes created to teach SOCIAL STYLE concepts to individuals whose
primary responsibilities are sales and business development. Organizations can customize their program
development and delivery options in order to meet the specific requirements of their sales force’s needs.
How to Use this
Flexible Set of Curriculum
Versatility Relates to
Higher Performance
Research3 shows that people
with high Versatility perform better
in critical areas including:
GUIDES
Guides are booklets of information written in a stand-alone format. Guides can be
used for self-study incorporated into an independent course, or distributed with
SOCIAL STYLE courses as a take-away to increase retention.
20% better overall performance
19% more likely to be promoted
18% better able to prioritize on what is important
COURSES
Courses are available in different lengths and focus on core concepts all the way
through to application of the SOCIAL STYLE & Versatility Model. The courses
include presentations, videos, exercises, and more. Each course comes with a
Facilitator Guide that gives the facilitator step-by-step instructions on how to
deliver these programs.
PROFILES
18% more willing to set realistic and challenging goals
17% better able to establish effective
customer relationships
Versatility Training Directly
Improves Sales Skills
TRACOM offers two unique instruments to determine SOCIAL STYLE & Versatility:
The Adjective Checklist and the Behavior-Based Statement Instrument. Using
these two assessment mechanisms, a variety of Paper-based and online profiles are
available to meet varied needs.
People completing SOCIAL STYLE
and Versatility training cited improved
abilities in areas including4:
LICENSING
92% better able to develop more positive
relationships with customers
Any content in the curriculum can be licensed for use in custom programs.
94% more aware of how behavior impacts customers
87% better able to influence or
persuade customers/prospects
78% better ability to gain ongoing sales
75% better able to build confidence
and trust of customers
69% better ability to convert prospects
to customers more quickly
© The TRACOM Corporation. All Rights Reserved.
Improving Sales Effectiveness
Page 2
Available Guides
“SOCIAL STYLE provides
THE CONCEPTS GUIDE will provide the foundation of SOCIAL STYLE and Versatility
concepts that is essential for any salesperson to create mutually productive
relationships. By applying the SOCIAL STYLE and Versatility concepts, salespeople
can increase their interpersonal effectiveness and productivity with customers and
as a result earn their support and respect.
THE APPLICATIONS GUIDE teaches salespeople to effectively interact with leads
and clients and to develop relationships that ultimately result in sales. Within each
sales cycle the sales person’s relationship with the customer plays a critical role
in ultimately advancing a sale. The Applications Guide will provide step-by-step
instructions through each step in the sales cycle to best adapt their behavior to a
particular customer’s SOCIAL STYLE preferences.
valuable self-awareness, insight
and practical strategies for
dealing with others.”
Joann Baney
columbia university
THE CONCEPTS & APPLICATIONS GUIDE work together to teach SOCIAL STYLE
concepts and how to effectively manage sales relationships by identifying SOCIAL
STYLES and then adjusting behaviors according to those SOCIAL STYLES. By
applying the concepts in these Guides, salespeople will be better equipped to
establish rapport with the customer.
Available Courses
THE SELLING TO ACHIEVE RESULTS ONE-DAY COURSE explores customer interactions
using proven models for interpersonal effectiveness. Participants gain foundational
knowledge of SOCIAL STYLE and Versatility and learn to apply these concepts to
create stronger, more influential customer relationships. Sales professionals will
also learn to adapt their selling style to the buying needs and preferences of their
customers.
THE SELLING TO ACHIEVE RESULTS TWO-DAY COURSE builds on the lessons of day
one and is designed to improve the ability of salespeople to develop and retain
productive relationships with customers using conceptual and experiential learning.
Sales professionals will leave this course with the ability to adapt their selling
style to the buying needs and preferences of their customers. Salespeople will also
learn about selling to groups, building consensus, shortening selling cycles and
negotiating, all while gaining respect and confidence of their clients.
© The TRACOM Corporation. All Rights Reserved.
Improving Sales Effectiveness
Page 3
Available Profile Reports
“SOCIAL STYLE training
THE PAPER SELF-PERCEPTION SOCIAL STYLE AND VERSATILITY PROFILE REPORT
explains a manager’s SOCIAL STYLE and Versatility, based on the results of a selfcompleted paper questionnaire.
THE SELF-PERCEPTION SOCIAL STYLE & VERSATILITY PROFILE REPORT FOR
SALESPEOPLE uses a self-completed online questionnaire to measure a salesperson’s
own view of his or her SOCIAL STYLE and Versatility. An electronic profile is
immediately generated that explains the results and provides guidance about
effectively applying SOCIAL STYLE. This profile is available as a Facilitated Version
or a Stand-Alone Version.
THE MULTI-RATER SOCIAL STYLE & ENHANCED VERSATILITY REPORT FOR
SALESPEOPLE provides the most comprehensive picture of a salesperson’s SOCIAL
STYLE & Versatility. It uses an online, multi-rater questionnaire and provides the
most detailed report available including information on Versatility — the measure
of support that others give an individual. The report on Versatility includes
in-depth information on the four components of Versatility — Image, Presentation,
Competence, and Feedback. The reports and norms are specific to sales
professionals and sales activities.
perfectly compliments our
current sales training process,
as it provides salespeople
the ‘art’ around the ‘science’
of professional selling.”
John Koynock
group area human resources
manager, parker hannifin
corporation
SOCIAL STYLE
Self-Perception Questionnaire
Self-Perception
Date
SA LE S PEO PLE
Prepared for:
Jane Style
Company
Multi-Rater
SA LE S PEO PLE
PROFILE
REPORT
SOCIAL STYLE
Profile
Prepared for:
Jane Style
Company
Date
ENHANCED
SOCIAL STYLE is a service mark and the SOCIAL STYLE MODEL
is a trademark of the TRACOM Corporation.
© 2006 The TRACOM Corporation. All Rights Reserved.
Highlands Ranch, Colorado 80129
800-221-2321 • www.tracomcorp.com
SOCIAL STYLE is a service mark and the SOCIAL STYLE MODEL
is a trademark of the TRACOM Corporation.
© 2006 The TRACOM Corporation. All Rights Reserved.
Highlands Ranch, Colorado 80129
800-221-2321 • www.tracomcorp.com
© The TRACOM Corporation. All Rights Reserved.
Improving Sales Effectiveness
Page 4
Improving Sales Effectiveness
PRODUCT MATRIX
Selling to Achieve
Results (STAR II)
Selling to Achieve
Results (STAR II)
Improving Sales
Effectiveness
Improving Sales
Effectiveness
ONE DAY
TWO DAY
CONCEPTS GUIDE
APPLICATIONS GUIDE
Audience
Salespeople
Salespeople
Salespeople
Salespeople
Form
Course
Course
Concepts Guide
Applications Guide
Profiles
Online Multi-Rater
with Enhanced Versatility
for Salespeople
or Adjective Checklist
Online Multi-Rater
with Enhanced Versatility
for Salespeople
or Adjective Checklist
Paper Self-Perception, Online
Self-Perception for Salespeople
and Online Multi-Rater with
Enhanced Versatility for
Salespeople
N/A
Length
One day
Two days
Self-paced study or
build your own course
Self-paced study or
build your own course
Delivery
TRACOM Facilitation or
Facilitate Your Own Program
TRACOM Facilitation or
Facilitate Your Own Program
Conceptual Guide for
salespeople to accompany any
profile report or course
Advanced resource for all
salespeople who have taken
a SOCIAL STYLE course
Number of
Exercises
15
24
N/A
N/A
Type of Exercise
Overview of the SOCIAL
STYLE & Versatility models for
salespeople, including exercises
that:
• Identify the Styles of key sales
relationships and learn to
support those Style needs
• Review a video segment to
determine different behavioral
characteristics
• Review their own SOCIAL
STYLE profile and analyze
how their SOCIAL STYLE
interacts with their
customers’ SOCIAL STYLE
Advanced course that builds
on the lessons of STAR II day
one by incorporating interactive
exercises that help salespeople:
• Determine their own SOCIAL
STYLE and Versatility based
on an assessment from others
• Role-play a sales call and
implement the ABC approach
to selling (Actions toward
others, Best use of time, and
Customized approach to
decision-making)
• Develop an action plan to gain
endorsement from clients and
prospects
• Role-play overcoming
indifference and resistance
from customers or prospects
Overview of the SOCIAL
STYLE & Versatility models for
salespeople, including concepts
that help them:
• Identify the SOCIAL STYLE of
customers
• Understand how to increase
or decrease levels of tension
• Learn how to gain respect and
confidence from customers
Advanced guide that focuses
on applying SOCIAL STYLE &
Versatility concepts including:
•H
ow to effectively
communicate with customers
•H
ow to better establish
rapport with customers
• How to overcome indifference
and resistance from
customers or prospects
•B
est use of customer time
• Effective probing
• Achieving a successful close
Product
© The TRACOM Corporation. All Rights Reserved.
Improving Sales Effectiveness
Page 5
the walls that house your organization simply provide a gathering place for the productiv-
ity of your people. These walls, the technology housed inside of them, and the proprietary knowledge
that your company was founded upon, don’t move your company forward. Your people are the engine
of your organization. For nearly 50 years, TRACOM has helped organizations of all sizes empower their
people to maximize each and every interaction between their co-workers, management, customers,
prospects, and stakeholders.
Empower All Your Employees
to Maximize Every Interaction
A wide range of additional products is available to meet the needs of your
organization, department, or team.
303-470-4900
800-221-2321
INTERPERSONAL EFFECTIVENESS PRODUCTS
This line of SOCIAL STYLE and Versatility products was developed for all
audiences, to increase interpersonal effectiveness and workplace performance at
every level of the organization. A variety of formats and course lengths are available.
IMPROVING MANAGERIAL EFFECTIVENESS WITH VERSATILITY
www.tracomcorp.com
sm
Developed for managers to assist in creating more productive relationships with
their direct reports, this line of products focuses on how different Styles can work
together to become mutually effective and productive and how, in the process, they
can become a better manager of their people. The various guides and courses offer
models and references for managers to use when coaching, critiquing, and praising
employees.
WORKING WITH STYLE SERIES
sm
Our Working with STYLE series, suitable for all audiences, offers an in-depth
exploration of the role of SOCIAL STYLE in improving workplace situations. These
teach specific techniques for successfully using SOCIAL STYLE in challenging
situations including Working in Teams, Coaching, and Managing Conflict.
FACILITATOR MATERIALS
TRACOM offers a full suite of materials to support program facilitators. Choose
from study aids, teaching guides or complete course materials.
1
Rackman, Neil. “It’s a New Business World”
2
Interpersonal Skills Key to Sales Performance Canadian Manager
3
TRACOM study of managers working for an international publishing company
4
2007 analysis of 500 recent participants in SOCIAL STYLE training
© The TRACOM Corporation. All Rights Reserved.
Improving Sales Effectiveness
Page 6