At The Brooks Group we were recently involved in research related to sales performance. Being in the business we’re in, it should come as no surprise to you that this is the type of research we do!

Here are the numbers. Our research partner analyzed 178 absolute, top sales performers from the United States and another 450 from Germany. These were, I again emphasize, top sales performers who were at the very peak of their game. In fact, they were the number one sales people from 628 separate organizations.

These sales winners were then analyzed with relationship to two important measures – behavior and values. The evidence was very, very clear. And here it is:

A specific Behavioral Style (personality) had very little to do with success. In fact, the spread of behavior or personalities across the personality spectrum was broad and diverse. The conclusion? Unlike sales folklore would have you believe (or even half-baked theories), personality characteristics pegged to success are relatively difficult to justify. In fact, successful salespeople’s personalities vary as much as their clothes do! Core values were far different, however. And also, quite startling. Here are the facts: 78% of the top performers all shared the same, basic, driving value. What was it? A basic interest in financial gain! And that is across two cultures. One in Europe and another here in the states.

Not surprising, is it? But managing that reality is quite a different game because the ramifications of this single truth are just as broad and deep. For example – pay plans, selling versus servicing ratios, meeting customer’s needs versus taking the money and running, the very image and reputation of salespeople, fairness in lead distribution, marketing activity and more all become volatile, emotional issues.

The reason is that anything involving a person’s core values incites an emotional response when either rewarded or withheld. For example, if a person is highly interested in financial gain anything that fuels that interest will incite an excited response. Anything that removes or diminishes it will elicit just the opposite.

By the same token, if you are trying to enthuse someone by offering an incentive to them that is uninspiring, unexciting, or just plain uninteresting to them, you will be less than successful. So will the person supposedly being "motivated."

What does all of this mean to a salesperson or a sales manager? Let’s look at 6 clear ramifications:

• As coarse as it may sound, top salespeople are fueled by the opportunity to earn a significant amount of money (78%).
• Having someone who is not "turned on" by financial gain doesn’t necessarily mean they’ll be a poor performer. It does mean, however, that there is only a 22% chance that they will "shoot the lights out" as a top sales winner.
• Personality is not nearly as important to sales success as is a core value. To fuel top sales performers it is essential that the playing field be level for them to earn as much money as they possibly can.
• Personality or behavior is something you can see. Values are things that must be measured. The former you can sense in an interview or observe through interaction. Values, although far more valuable predictors of sales success, are not nearly as observable.
• Motivation really does come from within. The reason is that that is where values live and flourish. They are part of a person’s internal "warning" system. That unique configuration that truly does make a person who they really are.

The ramifications of this for salespeople are also essential and just as clear. Here are three:

• If you are "turned on" by the opportunity to make money, sales is a great profession for you.
• If you feel that earning a significant income is not politically correct, only done through illicit means, is undeserved or isn’t justified, you probably will always be an average or below salesperson.
• Find out what really turns you on and go after it – whether it’s learning or teaching, art or creativity, helping others, working in a highly regulated environment – whatever! You see, these are things that are more important to you other than working toward high economic gain.

Yes, it is true. Top salespeople earn a lot of money. They also want to earn a lot of money. It fuels their self-worth and sense of well-being. It’s how they measure their success. But the real winners understand something else, too. They only earn the right to feel fueled by addressing customers needs, servicing accounts, meeting all expectations and really (I mean, really) earning the income they justifiably feel they deserve.