Profilingvalues in Sales: How Sales Teams Use Values-Based Coaching to Boost Their Close Rate

In sales, results matter. But behind every close rate are people – with different values, motivations, and thinking patterns. This is exactly where Profilingvalues comes in: a scientifically grounded assessment that reveals the hidden success patterns in your sales team.

The question is no longer 'Who sells the most?' but rather 'Why do some sell better – and how can we leverage that for the entire team?'

Why Traditional Sales Training Often Fails

Most sales training focuses on techniques: objection handling, closing questions, pitch structure. The problem: they ignore the personality behind the technique.

• An introverted consultant will fail with aggressive closing techniques

• A relationship-oriented salesperson can't suddenly become a hard seller

• An analytical type loses clients when pushing too quickly toward closure

The result: High investments in training that fizzle out within weeks. According to a study by CSO Insights, sales professionals forget 87% of training content within 30 days.

What Makes Profilingvalues Different in Sales

Profilingvalues is based on formal axiology according to Robert S. Hartman. It doesn't measure personality types or behaviors, but fundamental judgment competence – how someone evaluates values, makes decisions, and assesses situations.

For sales, this means:

• Understanding how a salesperson truly thinks – not how they present themselves in interviews

• Identifying individual strengths in the sales process – instead of applying a one-size-fits-all approach

• Uncovering blind spots – that lead to lost deals

The Three Value Dimensions in a Sales Context

Intrinsic Dimension: Relationship Competence

How well can the salesperson build genuine connection with customers? Can they sense the needs behind what's being said? Can they create trust?

High intrinsic values: Ideal relationship sellers. Strong in consultative selling, key account management, and long-term customer retention.

Low intrinsic values: May treat customers as 'numbers.' Short-term effective, but high customer churn.

Extrinsic Dimension: Execution Competence

How structured is the salesperson's work? How good are they at follow-up, pipeline management, CRM discipline?

High extrinsic values: Structured sales professionals. Reliable with forecasts, strong in proposal creation and follow-through.

Low extrinsic values: Creative and spontaneous, but unreliable with administrative tasks. Pipeline data often incomplete.

Systemic Dimension: Strategic Competence

How well does the salesperson understand the big picture? Can they recognize market trends, articulate competitive advantages, and argue strategically?

High systemic values: Strategic sellers. Strong in enterprise sales, complex deals, and C-level conversations.

Low systemic values: Focused on day-to-day business. Difficulties with strategic pitches and long-term planning.

5 Practical Use Cases for Sales Leaders

1. Recruiting: Hiring the Right Salespeople

Instead of relying on gut feeling and résumés, Profilingvalues objectively shows whether a candidate fits the sales model. A transactional inside sales environment needs different profiles than a consultative B2B solutions team.

2. Onboarding: Individualized Ramp-Up

New sales hires receive a tailored onboarding plan based on their profile. The relationship-oriented type gets more support in closing techniques – the analytical type gets more training in relationship building.

3. Coaching: Targeted Development Instead of One-Size-Fits-All

Sales coaches can use the Profilingvalues profile to work specifically on individual development areas. No more generic training – just precise interventions.

4. Team Composition: Leveraging Complementary Strengths

For major deals or pitch teams, leaders can assemble teams that cover all three dimensions: relationship, execution, strategy.

5. Performance Analysis: Why Deals Fall Through

When a top performer suddenly drops off, Profilingvalues provides clues about the underlying causes – often before revenue numbers show it.

Case Study: A Swiss IT Sales Team

A mid-sized IT company in Zurich deployed Profilingvalues for its 12-person sales team. The results:

• 3 salespeople with extremely high intrinsic values were moved from new business to key account management – their customer retention rate increased by 34%

• 2 analytical types received targeted coaching in relationship building – their close rate improved by 22%

• Team composition for pitch presentations was optimized using Profilingvalues – the win rate on enterprise deals rose from 18% to 31%

Overall result after 6 months: +27% revenue growth with the same team size.

Profilingvalues vs. DISC, MBTI, and Other Sales Assessments

Our approach at PurposeCoach®: We combine Profilingvalues with Gallup CliftonStrengths® for a holistic picture. Profilingvalues reveals the value foundation, CliftonStrengths® the talents – together they form an unbeatable development tool for sales teams.

Common Mistakes in Values-Based Sales Coaching

Mistake 1: Only Assessing Top Performers

The assessment should include the entire team. Often the profiles of average performers yield the most valuable insights – because that's where the greatest development potential lies.

Mistake 2: Using Profiles as Labels

A Profilingvalues profile isn't a label ('You're a relationship seller'), but a development tool. It shows where someone stands – and where the journey can lead.

Mistake 3: One-Time Assessment Without Follow-Up

Profilingvalues has the greatest impact when embedded in a continuous coaching process. One-time assessments without ongoing support fizzle out.

Your Next Step: Sales Team Assessment at PurposeCoach®

Want to uncover the hidden strengths and potential of your sales team? At PurposeCoach®, we offer tailored team assessments with Profilingvalues and CliftonStrengths®.

What to expect:

• Individual Profilingvalues assessment for each team member

• Team workshop to analyze results

• Concrete recommendations for recruiting, coaching, and team composition

• Optional: Accompanying 1:1 coaching for sales leaders

Schedule a free initial consultation and discover how Profilingvalues can transform your sales team.

Sources

• Hartman, R. S. (1967): The Structure of Value – Foundations of Scientific Axiology

• CSO Insights (2019): Fifth Annual Sales Enablement Study

• Rackham, N. (1988): SPIN Selling

• Dixon, M. & Adamson, B. (2011): The Challenger Sale

• Gallup (2023): State of the Global Workplace Report

• Pink, D. (2012): To Sell Is Human