Why measuring sales competency is the smartest growth move you can make

If you want consistent sales growth, it is not enough to count revenue and hope the next month looks after itself. You need to understand the skills and behaviours that create those results, then develop them with intent. That is what sales competency measurement does. It gives you a clear view of where your team is strong, where it needs support, and what to do next to raise performance across the board.

What we mean by sales competency

Sales competency is the mix of skills, knowledge and attitudes that show up in everyday selling. Think prospecting and qualifying, asking great questions and really listening, presenting solutions, handling objections and closing. Add the operational side such as time management and the effective use of CRM, plus relationship building and customer care. Measure these consistently and you can coach with confidence rather than guesswork. 

Why measurement beats intuition

Measurement turns vague impressions into practical action.

1. Spot strengths and gaps quickly, so you can build on what works and support what does not. 

2. Focus training where it will make the biggest difference, rather than spreading effort thinly. 

3. Boost productivity by uncovering friction in the way people sell and in the way you run the sales process. 

4. Recognise performance fairly and coach others with clear criteria everyone understands. 

5. Raise customer satisfaction through better discovery, clearer recommendations and stronger follow up. 

6. Make smarter decisions on hiring, progression and succession based on evidence, not assumptions. 

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What to measure

A practical framework covers the full sales journey and the person behind it. For example:

• Finding and qualifying opportunities• Presenting and closing the sale• Sales operations and planning• Product and market expertise• Customer engagement and retention• Personal drive and development

Within those themes sit the everyday skills you see on the job, such as prospecting, questioning, active listening, solution presentation, negotiation, objection handling, closing, time management, CRM and systems use, data analysis and reporting, and sales strategy.

How competency data turns into improvement

Here is a simple way to use competency insight in your business.

1. Establish a baseline. Assess each person and the team as a whole.

2. Share feedback well. Keep it specific, constructive and linked to clear behaviours.

3. Prioritise two or three focus areas per person. Small, targeted changes beat long wish lists.

4. Coach little and often. Build skills through regular one to ones, practice and real call reviews.

5. Track progress. Revisit the same competencies to see what is improving and where to adjust.

6. Align training with the real gaps you have found. That is how you protect return on investment.

   
   

A simple way to start

Sure Train’s Free Sales Competency Measurement gives every salesperson an individual report and provides a team skills matrix, so you can plan focused coaching and team training with clarity.

There is a short introductory call to explain how it works, then you choose a time that suits. It is straightforward, practical and designed to help you make better decisions fast. 

Ready to see where your strengths and opportunities lie?

Take the free Sales Competency Measurement now: https://www.suretrain.co.uk/free-sales-competency-measurement