Using the AHS ValuesMatrix™ gives you an insight into what a salesperson’s drivers are. Salespeople who’s values are High Knowledge tend to fail in sales.

No Smart Guys Need ApplyHere’s a real life story that illustrates how essential it is to have run ValuesMatrix™ on all of your applicants before wasting time considering High Knowledge applicants for a job:

Years before I started specializing in sales hiring, I watched sales poetry in motion. It was 1978 and I was being taken out on sales training calls with a salesperson named J.D. (It was the South, people had names like that.)

I had no idea what he was doing, but I tagged along with him. He, the experienced salesperson soon to be owner of his own radio station, and me, the young pup straight out of college. What I noticed was he often acted kind of dumb when he was with a prospect.

I had spent a lot of private training time with J.D. I knew he was a really smart and clever guy. He understood sales from a structural standpoint and was able to convey the steps to me. He understood marketing and how to position our station.

Yet, from time to time, when he was with a prospect, he’d behave like he just was a bit dumber than the prospect. He let them feel smart. And he’d let them think they knew something he didn’t.

After I saw him do it a couple of times, I called him on it. “What are you doing J.D? I don’t get it.”

“Oh that, something I learned on Columbo,” he said. “You don’t want to appear to be the smartest person in the room in sales.”

The AHS ValuesMatrix™ profiles sales applicants for values. Salespeople who are High Knowledge are often a bad choice for salespeople. They spend too much time defending their sense of being smart.

Salespeople don’t get paid for being smart. They get paid for making sales.