The Sales Quadrant - and why it’s so important

Years ago, we at SalesFirst Recruiting were introduced to an employee assessment tool that changed the way we looked at sales forever. It was called the Murray Devine Sales Quadrant, and the underlying message was that sales professionals were not a one-size-fits-all solution. Instead, a company needed its sales professionals to bring certain competencies that met their growth strategies for their unique product and service. We don’t believe that the tool exists in its current form anymore, but we have not forgotten the message. We know that understanding the different types of selling can save business leaders from headaches and money.

The Sales Quadrant: Selling Cycles and Demand

Here’s how it works. The graph displays four quadrants, and each one is a type of selling: Commodity, Account, Consultative, and Unique Value. Each quadrant has unique characteristics and requires specific skills and competencies for success.

Let’s start with the X axis: Selling Cycle refers to how long your selling process is in terms of time or the number of meetings or contacts required to close a sale. If your selling cycle is one to three meetings or contacts, you’re considered to have a short sales cycle. On the other hand, if your selling cycle takes many meetings over months or years, you're on the other side of the graph and have a long sales cycle.

The Y axis deals with Demand. Demand refers to whether or not the need is current or recognized by the prospective customer at the time the salesperson reaches out. If you're selling a product or service that the customer currently buys, you're on the bottom of the graph working with Demand Fulfillment. Conversely, if you're selling something that the customer doesn't currently use or doesn't yet know the value of, you're working at the top of the graph – Demand Creation.

Consultative Sales

If your organization has long sales cycles and needs to create its own demand, you likely should be hiring Consultative Sales Professionals. This type of selling involves understanding the client's business needs and providing customized solutions to address those needs. The sales cycle for consultative sales is longer because it requires a deep understanding of the client's business and the ability to build a strong relationship.

Unique Value Sales

While the recruiting industry as a whole may find itself in Commodity Sales, SalesFirst Recruiting actually finds itself in this Unique Value quadrant. This type of selling involves providing unique solutions that differentiate the business from its competitors. The sales cycle for unique value sales is short and often requires a unique product or service right away. But because a client may not realize what solution is best, the selling organization must produce a deeply customized offering to create demand and interest from the customer.

Commodity Sales

Many distribution companies find themselves competing in the commodity space. This type of selling involves selling products or services that are widely available and easily comparable in terms of price and features. The sales cycle for commodity sales is typically short, with a focus on fulfilling existing demand. Commodity companies often require high levels of prospecting to keep their customer base high.

Account Sales

If you’ve found yourself using the term “Land & Expand” to describe your sales process, your organization might be in Account Sales. This type of selling involves building and maintaining relationships with existing clients to expand the business. The sales cycle for account sales is longer, as it takes time to establish trust and credibility with clients. One of our customers at HiringStint, for example, sells a service to various small departments at Nike and hopes to sell to the majority of its departments over the next 5 years.

Understanding it All

Understanding which quadrant your company falls into can make a significant impact on the success of your growth. A great Consultative Salesperson may not be the best fit for Commodity Sales, and a struggling sales rep in one quadrant might be successful in another. Identifying which quadrant your company belongs to can help you find the right candidate with the complementary skills and competencies.

Ask SalesFirst Recruiting for Help

Our expert team can guide you through the process of identifying whether you need a consultative salesperson, a unique value salesperson, an account salesperson, or a commodity salesperson. So, if you want to avoid costly hiring mistakes and find the perfect sales professional for your organization, contact SalesFirst Recruiting today!