The Barrett Sales Competency Dictionary has been purpose-built for sales and sales management roles across industries and is designed to complement most competency models used by organisations today.


The competencies within the Barrett Competency Dictionary can be easily mapped back to generic corporate wide competency models. It has been designed to take into account the very specific competencies (skills, behaviours, attitudes, emotional intelligence and values) needed in the complex and diverse world of selling today. It is ideally positioned to be used for job design, recruitment, performance management and coaching (sales coaching).

For many years organisations have been using generic competency definitions. However, our research revealed that these generic competency definitions were often not relevant for specialised roles such as sales. Our research, involving over 400 interviews cross referenced with international studies, found that superior performing salespeople demonstrate significant competence in the key areas of self-awareness, self-regulation, motivation, empathy and social skills.


The Barrett Sales Competency Dictionary is mapped across five levels with 7 major categories, 42 sub-categories, providing very specific behavioural indicators at each level. Level 1 contains the foundation level competency often observed in sales support or junior sales roles, whereas Level 5 applies to senior sales management roles. The multi-level nature of the dictionary provides the information needed to support career progression and succession planning. It is exclusively positioned to profile the qualities needed for successful sales performance and sales management across many sales environments.

Sales Talent Selection

Hiring and keeping sales people who can sell is one of the toughest jobs for sales managers. Barrett can help you to de-risk sales recruitment and make more informed decisions about who to hire and how to keep them. Using Barrett proprietary sales selection methodologies along with high grade Psychometric Assessments you can:

  • Use sales assessments for sales selection and development purposes
  • Access SPQ*Gold and Barrett’s Sales Skills Gap Analysis data to make more informed decisions
  • Use robust Sales Recruitment Kits and purpose built Behavioural Interview Questions for a range of sales and sales management roles
  • Access the Barrett Team for assistance in test interpretation, sales interviews, recruitment strategies, etc.

Using Barrett proprietary tools and methodologies, such as Barrett’s unique Sales Competency Dictionary, Sales Job Design and Sales Intelligence Processes, you can map and profile what GOOD sales performance needs to look like in your business. These details can help you recruit, train, coach, manage, lead and develop your salespeople like never before. You can:

  • Defines current ‘Top Sales Performance’ criteria
  • Establish expected sales outcomes (KRAs)
  • Determine the level of sales performance and competence
  • Map the Sales DNA (Sales Competencies) of the required Knowledge, Skills and Mindset behaviours for a range of sales and sales management roles
  • Identify the goals and priorities, and improve role clarity for particularly complex sales roles
  • Measure sales performers against the sales benchmarks and assess their capabilities and mindset using the Sales Skill Gap Analysis & SPQ*Gold
  • Map tacit sales knowledge and processes

Take the guess work out of developing and coaching your sales teams. Barrett’s coaching tools can assist with developing and retaining top performing salespeople, and help to develop and improve the performance of the overall sales force more generally. Using Barrett’s Sales Coaching tools and guides, you can:

  • Gain access to the Barrett coaching staff
  • Access Sales Coaching tools and Field Guides to help identify and address areas of concern in sales staff
  • Coach and retain your top sales performers
  • Use Sales Behaviour and Competency Checklists to identify instances of Skilled, Unskilled and Overworked behaviours in sales staff and sales managers
  • Access a range of coaching questions, strategies and help guides to help address unhelpful behaviours
  • Access assessments to help identify areas for development and growth in the existing sales force

Speak to us about your assessment needs.

Talk to us, your selling better advisory team, and we’ll be able to advise you on the best training solution for your business.

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