GRM 2010 GRM 2011

Abstract Details

 
AUTHOR NAME
 
Family Name:
Boll
 
First Name:
Jonas
 
ABSTRACT OF PAPER
 
Title of Paper:
A PREDICTIVE MODEL OF OUTBOUND SALES PERFORMANCE AT A LARGE UAE BASED BANK
 
Paper Proposal Text :
One of the core functions of talent management is to conduct proper and objective assessments of employee populations in order to support other HR functions such as recruitment, training and development, succession planning, performance management and so forth. Though some organisations have managed to build successful and evidence based talent assessment practices many still struggle to quantify the link between employee behaviour and business results. This is no more evident than within developing economies such as the UAE. Ironically the UAE, and the Gulf region in general, has a vast pool of young talent to develop and engage for current and future job demands. Though countless models and research papers are available illustrating what makes a successful sales employee, we wanted to create a model reflecting the specific region and business environment that we operate in. The main aims of the research was to (1) understand the strengths, traits, competencies and skills which separates high performers from medium and low performers, (2) use these findings to create predictive model of sales performance which can help uncover the likelihood that someone will perform at a high level, (3) identify key training, development and engagement activities that can enhance performance facilitating factors and (4) create tailored interview guides and scenario based questionnaires to aid recruitment efforts. In order to meet these objectives we randomly selected 120 sales agents and grouped them according to their average performance for the last 3 years (High, Medium Low). Each employee completed an ETI strength assessment and a battery of Mindmill ability tests. Statistical analysis was applied in order to (1) identify core differentiators between high performers and medium to low performers and (2) explore correlations and predictive qualities of these performance facilitating characteristics. In addition interviews were conducted with managers and a random selection of high, medium and low performers in order to explore critical job situations and any differences that might exist between how performers from the three groups respond to them. To gain further understand of what constitutes successful sales behaviour we analyzed recorded conversations between sales agents from all three groups and customers. Our results showed that a number of strengths and competencies predicted high sales performance. These behaviour were grouped into five clusters (1) Resilience, (2) Contentiousness, (3) Sales Mastery, (4) Decisiveness and (5) Empathy. We did not find any positive relationships between mental ability results and sales performance but we did see a negative relationship between error detection ability and performance results. In addition we discovered a number differences between the communicative strategies of high performing sales agents and those of the other groups. To conclude, our results show that by taking an evidence approach to talent assessment it is possible to uncover the drivers of business and people performance in scientifically and ethically justifiable way.
 
 
 

WITH THE GENEROUS SUPPORT OF