This article was originally published by Objective Management Group and written by Kate Barsby. It is shared here with permission. Anthony Cole Training Group is a Certified OMG Partner, helping organizations hire and develop high-performing sales teams using OMG’s industry-leading assessments and insights.

Objective Management Group’s assessment data reveals a significant gap between Desire and Commitment among today’s salespeople. While 85% of current salespeople demonstrate strong Desire, only 55% demonstrate strong Commitment. The findings suggest that wanting success is common. Following through when sales become difficult is far less common. Understanding the differences between Desire, Responsibility, and Commitment helps explain why some salespeople consistently improve and perform while others struggle despite having similar goals. 

The Commitment Gap

Objective Management Group‘s assessment data reveals an interesting contradiction.

Among current salespeople, 85% demonstrate strong Desire, yet only 55% demonstrate strong Commitment.¹

If most salespeople want success, why do so many struggle to consistently do the things required to achieve it?

The answer lies in the fact that Desire and Commitment measure two very different things.

Sales leaders often assume that salespeople will naturally take the actions necessary to improve performance. The data suggests otherwise. While Desire is one of the strongest competencies among today’s salespeople, Commitment remains considerably lower.

Understanding why requires a closer look at three closely related, but distinct, competencies: Desire, Responsibility, and Commitment.

Desire, Responsibility, and Commitment

One of the most common mistakes sales leaders make is treating Desire, Accountability, and Commitment as though they are interchangeable. They are not.

Each competency measures a different aspect of sales performance.

Desire

Desire reflects how much a salesperson wants to succeed. Salespeople with strong Desire typically have ambitious goals and a genuine interest in achieving them. They want the rewards associated with sales success, whether that means higher income, recognition, advancement, or personal achievement.

Desire creates motivation and direction. But desire alone does not determine behavior.

Responsibility

Responsibility measures the degree to which a salesperson accepts ownership of outcomes.

When goals are missed or opportunities are lost, high-responsibility salespeople focus first on what they could have done differently. They concentrate on factors within their control and look for ways to improve. Others may point to market conditions, pricing, lead quality, competition, or management decisions as the primary explanation for poor results.

Responsibility influences whether a salesperson owns the outcome.

Commitment

Commitment measures whether a salesperson is willing to do what success requires.

The difference becomes apparent when salespeople are asked to change behaviors, adopt new processes, or push through difficult circumstances. Many salespeople want better results. Fewer are willing to consistently make the changes necessary to achieve them.

Commitment shows up in behaviors such as:

• Adopting a new process
• Following coaching recommendations
• Prospecting consistently
• Having difficult conversations
• Practicing new skills
• Changing habits that are no longer effective

Commitment is often tested when results are slow, conditions become challenging, or improvement requires sustained effort over time. That is where the gap begins to emerge.

Why Commitment Is Harder Than Desire

Most salespeople know what they should be doing.

They know they need to prospect consistently. They know they should ask better questions, qualify opportunities more thoroughly, and spend less time pursuing deals that are unlikely to close.

Knowing what to do is rarely the issue. Doing it consistently is where many struggle.

This pattern aligns with decades of research on goal achievement and performance. Researchers have found that performance is influenced not only by the goals people set, but by their commitment to achieving those goals when obstacles inevitably arise.²

Salespeople are expected to prospect after a difficult week, recover from lost opportunities, navigate lengthy buying processes, and maintain momentum when results are slow to materialize.

The salespeople who remain committed through those challenges often separate themselves from the pack.

The Cost of Weak Commitment

Many sales improvement initiatives are built on the assumption that performance problems stem from a lack of knowledge or skill.

Organizations invest heavily in training, technology, coaching programs, and process improvements. Yet sales leaders frequently discover that training alone produces uneven results across the team.

One reason is that learning something new does not automatically lead to applying it. Two salespeople can attend the same training program, receive the same coaching, and leave with the same information. One immediately applies the recommendations. The other gradually returns to familiar habits and routines.

The difference is often Commitment. Research in organizational psychology has consistently shown that individuals who are committed to achieving a goal are more likely to persist, sustain effort, and follow through on difficult tasks.³

Without Commitment, even well-designed training and coaching programs can fail to produce lasting behavioral change.

What Sales Leaders Should Watch For

Commitment is not always easy to identify during an interview or quarterly review. It tends to reveal itself over time.

Sales leaders can often spot commitment by observing how salespeople respond to adversity, feedback, and change.

For example:

• Do they embrace coaching or defend existing behaviors?
• Do they adapt when an approach stops working?
• Do they maintain activity levels during difficult periods?
• Do they follow through on development plans?
• Do they consistently execute the fundamentals?

The answers to those questions often provide a clearer picture of future performance than enthusiasm or confidence alone.

This is one reason sales leaders often see dramatically different results from the same coaching initiative. The issue is not always the quality of the coaching. In many cases, it comes down to whether the salesperson is willing to make meaningful changes to established behaviors.

Commitment determines whether coaching becomes action.

Final Thoughts

The gap between Desire and Commitment has meaningful implications for hiring, coaching, and sales leadership.

Most salespeople want success. Objective Management Group’s data makes that clear. The challenge is that Desire, Responsibility, and Commitment each contribute something different to performance.

Desire creates motivation. Responsibility creates accountability. Commitment influences whether a salesperson follows through when success requires effort, change, persistence, and discomfort.

The data suggests that Commitment is where many salespeople struggle. Most want success. Fewer consistently demonstrate the behaviors, adaptability, and persistence required to achieve it.

For organizations seeking stronger sales performance, that distinction is worth paying attention to.

References

1. Objective Management Group. Finding Statistics Tool. Average Desire and Commitment Competency scores and percentage of salespeople strong in Competency. 1/1/2025-12/31/2025.
2. Locke, E. A., & Latham, G. P. (2002). Building a practically useful theory of goal setting and task motivation: A 35-year odyssey. American Psychologist, 57(9), 705–717.
3. Judge, T. A., Bono, J. E., Erez, A., & Locke, E. A. (2005). Core self-evaluations and job and life satisfaction: The role of self-concordance and goal attainment. Journal of Applied Psychology, 90(2), 257–268.

Does your company need more sales? In my experience, the answer is always a resounding “Yes!” So, ask yourself: when did you last schedule and spend an hour prospecting for your business? With the mountain of things to get done each day and the number of people looking for time on your calendar, it seems impossible to fit it all in. As a sales leader, maybe you don’t prospect, but instead leave this to your sales team.

Big mistake! And here is why: as the leader, you cast the shadow. You must be the lead prospector with a focus on increasing sales so that your team understands that prospecting and bringing in new business is the number one job for everyone.

Step into your salesperson’s shoes for a moment and consider the following.

Change Your Attitude Toward Prospecting

Your attitude about prospecting will determine how successful your sales career will be. If you feel that prospecting is an “obligation,” then you will view it as drudgery. You will resist it. You will find things to do other than prospect. You will not improve this skill. Therefore, your performance and success in increasing sales will suffer.

The key is to change your attitude. Learn to embrace prospecting. Understand that prospecting is the job. You get paid a lot of money because you are willing to do what others won’t: prospect and increase sales. The operative word is WILLING!

Is your daily leadership communicating a strong and positive attitude about networking, connecting, getting out and making calls? Are you setting the standard for performance on increasing sales? Are you congratulating those salespeople who are consistently making phone calls and setting appointments? Are you holding them up for all to emulate? Are you encouraging their use of you as a resource to help get in the door? Are you sharing your company’s unique selling approach numerous times a day? Are you holding daily and weekly sales huddles? Are these huddles focused on what is in the pipeline, what is going to close, what is coming out, and how to refill the pipeline?

The Real Job of Successful Salespeople

The people who are most successful in sales are not making big money because they are brighter or have better presentations, or because their product is better than others. They are making big money because they have figured out that the real job is getting in front of people or businesses that need, want and can pay for the product and services they provide.

In analyzing the salespeople who are successful year after year, we find significant consistencies in behavior and practice management. Managers, listen up: these are the behaviors and activities that you must be expecting and inspecting to increase sales.

7 Keys to Increase Sales

1. Don’t let anything interfere with consistent prospecting. You don’t have to like prospecting; you just have to do it. But if you learn to like prospecting, you will do more of it. Adopt the following mantra: “My only A priority is prospecting.”

2. Don’t look, act or sound like every other salesperson. Create a unique approach. Don’t just say that you are different. Develop a niche you serve better than anyone. Put yourself in your prospect’s place. Would you take your phone call and be responsive?

3. Don’t see just anyone who will see you. Successful prospectors understand that the purpose of a call is to set an appointment with a qualified candidate. Make sure the prospect qualifies to do business with you.

4. Identify on the phone if your prospect has a problem that you can solve. Ask questions about why the problem they identify is a problem and how much that problem is costing them. The quality of the phone call determines the quality of the appointment.

5. “Drill down” past the pain or problem indicators (symptoms). The following is a list of questions or prompts to get past the initial problems verbalized by a prospect and engage the prospect in meaningful dialogue:

   • Tell me more about that…

   • How long has this been a problem?

   • What have you done to fix…?

   • What has your current provider done to make this problem go away?

   • What happens if you don’t fix…?

   • How much is it costing…?

   • Is that a problem?

   • Do you want to fix it?

6. Get introductions. Your first and most successful way to increase sales is to ask your best advocates, your current best clients, to introduce you to others.

7. Track your activity and look for ways to improve your techniques. You may be great at getting first meetings but not great at uncovering real opportunities. If you track your activities, then you can improve your choke points.

Salespeople, the moment you realize that prospecting is the #1 job, you are on the way to growing record sales for your company. Sales leaders, it is your job to demonstrate and lead that focus and effort as your team will follow the Shadow of the Leader.

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“Sell the sizzle, not the steak.” I am confident that at some point in your sales or sales management career, you have heard this expression about emotional selling. As I read Seth Godin's post “In the Mood,” it reminded me of this fundamental sales principle. The short version: Music doesn't teach us how to fall in love; it just creates the emotion of falling in love, being in love, or looking for love. In other words, music, books, theater and movies sell emotion, or the “sizzle.”

So how does this relate to selling? How does it relate to why a salesperson's prospects fail to become qualified buyers, and why their qualified buyers fail to become clients? They likely showed them exactly what the prospect needed to see, or told them exactly what they needed to hear to solve a problem that they have. Emotional selling is more than explaining and telling; it is about creating a feeling. It is about uncovering how much something means to a buyer, and what the impact will be if they do or do not fix the problem. And yes, that means emotionally, financially, and intellectually. If a salesperson does not appeal to the potential buyer on each of these three levels, their likelihood of selling the deal decreases. More importantly, without the skill of emotional selling, a salesperson will not become a true and trusted business advisor.

A great book that will help you and your salespeople refine skills in storytelling and emotional selling is Story Selling for Financial Advisors. This book will help you understand how to more effectively motivate prospects to take action.

Here is my take on the four most important things to do to get people to take action, by appealing to their emotion. As a sales leader, this is a great topic and practice session for an upcoming sales meeting with your team.

The 4 Keys to Emotional Selling

1. Accurately identify the real problem or benefit. The initial problem that someone describes to you, or the “need” that is being expressed, isn't typically real. A salesperson must ask great questions to peel back the layers to uncover the real motivation.

2. Once you identify what is real, you must ask, “What happens if you don't fix the problem or realize this benefit?” You must get your prospect to describe an outcome in detail. Find out how it will affect their job, career, ability to drive growth, capture market share, etc. What is the impact on a professional and personal level?

3. Then, top producers ask if “not realizing the benefit” is a compelling enough reason to invest time, money, or resources to take action. Take yourself out of the picture. In other words, your salespeople should not try to sell themselves, your company, or your products at this time. The most important decision that the prospect has to make is: will they take action to fix it?

4. Once that important decision is made, the questions and positioning of why you and your company begin. Emotional selling, when done well, uncovers the why. Why someone must fix the problem or take advantage of an opportunity, on a visceral level. Once that is determined, where and how becomes important.

Selling the sizzle, or emotional selling, is all about asking the right questions so that the prospect falls in love with the sizzle of buying.

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Most sales leaders do not have the training or background to know specifically what makes their best salespeople so good at what they do and vice versa with their lower producers. A sales force evaluation goes beyond a simple skills assessment. It gives you measurable insights into the strengths, weaknesses, and hidden potential of your sales team.

At Anthony Cole Training Group, we help banks, insurance agencies, and financial institutions identify the factors that drive performance so you can make smarter decisions about coaching, training, and hiring. Here are the dirty dozen of sales success gleaned over 30+ years:

#1: Desire to Succeed
#2: Commitment to Succeed
#3: Positive Outlook
#4: Takes Responsibility
#5: Consistently Prospects
#6: Sets Quality Appointments
#7: Asks Quality Questions
#8: Supportive Beliefs
#9: No Need for Approval
#10: Builds Trust & Confidence
#11: Gets Decisions
#12: Gets Commitment

#1 Sales Skill: Desire to Succeed

Those salespeople with a strong desire for success have goals. They have them in writing, with due dates. They are also motivated by money. Money is not the endgame, but they certainly want the freedom that money provides. They have consistency in their effort and in their performance. They are passionate about sales success, and they hate losing even more than they love winning. You’ll find them to be highly self-motivated, with a driving urge to become the very best. They consistently meet or exceed expectations, and they inspire others with their passion.

#2 Sales Skill: Commitment to Succeed

Commitment is described as WIT-doing whatever it takes to succeed despite discomfort, real obstacles and challenges. Those who are committed are winners. They win at almost everything they do. What separates the winners from the rest is that they do what the non-winners won’t. They are willing to take risks. They will put themselves in high-risk situations with prospects and clients to do the right thing for them. They are willing to force a No from a prospect in order to get a decision so they can move on or to help the prospect understand that they might be making a mistake.

#3 Sales Skill: Positive Outlook

Having a positive outlook in sales has very little to do with whether a salesperson is looking at life through rose-colored glasses. Outlook is the ongoing perception of how a person views themselves, their company, and the condition of the marketplace. Salespeople with a positive outlook can move beyond rejection when somebody tells them No because they understand it is not personal. They realize it can be an indication that maybe they haven’t done the job they should have done to answer all the questions to help the prospect arrive at a decision that’s mutually beneficial. Salespeople with a strong outlook do not make excuses and they are focused on executing an effective sales process.

#4 Sales Skill: Takes Responsibility

Those who are highly successful as salespeople take responsibility and ownership of their results. They don’t blame others. They don’t blame the company or the prospect. They don’t blame their past and they know that it’s up to them. They recognize that the only things that they can control are their activity and their behavior and that it is ok to fail. Those who take responsibility don’t play psychological games or say a lot of “Yeah, buts”. They do the behavior they need to do at the appropriate times, which, in selling, is prospecting, day in and day out. They learn from their behaviors and their challenges. They accept challenges, and they certainly don’t try to rationalize when they fail to succeed either in a sale or in their overall results.

#5 Sales Skill: Consistently Prospects

Consistency is the key to success in selling, and that starts with consistent sales activity. Highly successful salespeople have enough prospects with the right revenue value in their pipeline. They don’t suffer ups and downs because they consistently get introductions from their clients and centers of influence. It’s part of their sales process. Highly successful salespeople who are consistently prospecting never complain about not having enough people to call on. They don’t complain about a lack of leads because they leverage networking activities. They consistently meet and exceed sales activity goals because they make prospecting their number one priority.

#6 Sales Skill: Sets Quality Appointments

Top salespeople have quality, first-time appointments, and when they do, over 75% of those turn into qualified leads. A qualified lead is someone who has a compelling reason to act, will invest time, money, and resources, will leave the incumbent, and is the decision maker. When salespeople aren’t converting a high percentage of first-time appointments to qualified prospects, then they’re likely not getting quality first-time appointments. Highly successful salespeople have an effective, differentiating phone approach. Due to this approach, they do not waste time on unqualified appointments.

#7 Sales Skill: Asks Quality Questions

Great salespeople are masterful at asking questions. They ask questions to get people to emote rather than just share their intel. The right questions get people personally involved and help them discover their issues for themselves, so that salespeople don’t have to tell them. This helps prospects arrive at a compelling reason to take action. The right set of open-ended questions helps uncover the budget, the timing, and the decision-making process of any prospect. Prospects do the talking and skilled salespeople are masterful at asking “Could it be…?” and “Suppose…?” questions.

#8 Sales Skill: Has Supportive Beliefs

Napoleon Hill stated in his book, Think and Grow Rich, that what you think about comes about. People who are successful in selling have supportive thinking. They understand that it is OK to hear No; it’s not the end of the world. They understand that it’s OK to fail. Failure is never final. They also know that it is OK to ask tough questions if it will help the prospect solve a problem. They understand that they have rights as a salesperson and they also have a supportive buy cycle. In other words, the way they buy things supports the way they have to sell things. They make quick decisions about personal purchases when they find what they want. They establish goals for what they want. They sell value and close business based on value, not just tell people about the value of the product that they have.

#9 Sales Skill: Has No Need for Approval

Salespeople who don't have a need for approval move on even when they get a No or when they face disappointment. Even when they get answers they don’t like, they move on. They work to get prospects to tell them No so that they know they have a qualified prospect and the sales process can begin. This lack of need for approval helps them bring things to closure. They certainly don’t accept any wishy-washy statements or comments or answers to questions. They will confront the prospect when they are unclear about the information they are getting. They get really good up-front contracts and know what’s supposed to happen next. They get their personal need to be liked and approved outside of sales.

#10 Sales Skill: Builds Trust & Confidence

Highly successful salespeople know how to develop trust and confidence on the very first call. They help prospects relax and connect with their prospects very quickly. Something other than “How about this weather?” or “Do you like to fish?” They immediately gain a comfort level. The speech pattern of a highly successful salesperson who can establish trust and confidence is smooth and confident. They know when and why they don’t have rapport. When something isn’t comfortable in a meeting, the salesperson discusses it with the prospect. This demonstrates confidence and trust. They deal with problems upfront. They establish good, clear, specific next steps, which also build rapport and trust.

#11 Sales Skill: Gets Decisions

Weak salespeople with long sales cycles will tell you that they can’t control the prospect’s buying process. Strong salespeople will tell you that they influence the decision criteria used by the prospect to make their decision, and this helps influence the decision-making process. Highly successful salespeople always know where they stand by asking the right questions about timeline, the process, and the incumbent. They always know what will happen next in the sales process. What allows them to do this is their consistency and persistence around qualifying for the investment of time, money, and resources. They know who the money decision-maker is and they know when a prospect will begin to write a check to them.

#12 Sales Skill: Gets Commitment

Because strong salespeople influence the decision-making process, they get commitments. When they get ready to present, they have already agreed with the prospect that they will hear Yes or No. They get decisions. They always follow the process in the sales system. That process includes sending an “as we agreed to” email, which identifies, “Here are the items that we have agreed to, and when we present our solution, we’re going to meet these criteria.” Strong salespeople follow the “as we agreed to” letter with a phone call to confirm that everything in the letter was accurate and true. They begin meetings with a review of all the terms and conditions, and they confirm and gain confirmation on the “agreed to” outcome of the presentation meeting. They don’t roll over when they get a No. They don’t take stalls or put-offs. They always present to decision-makers. But more importantly, they eliminate objections, stalls, and questions before presenting. And once they present, they get a decision.

How different are your salespeople in the marketplace? Are they unique enough to break through a very crowded marketplace?

As a sales leader, part of your role is helping your salespeople create a selling approach that stands out. Differentiating in sales is not just about having a better product or knowing more about your business. It is about giving people a reason to stop, listen and want to know more.

I recently started reading Seth Godin's Purple Cow again, and early in the book he tells a story about driving his family through France. Mile after mile, farm after farm, they saw brown cows. At first, the cows were interesting, but after a while, nobody stopped to look at them anymore.

And that is the question for you and your sales team: Do you look, act and sound like everybody else? Are you another brown cow?

What does your sales approach sound like?

Nobody wants to listen to another pitch, another presentation or another salesperson who sounds exactly like everyone else. The response is usually, "I've seen it before. I've heard it before. I'm not interested."

Your salespeople may be smart. They may know their business. They may be interesting and great to talk to. But if the impression in the marketplace is that they are just another brown cow, no one is going to stop the car.

The goal is to become remarkable, and remarkable simply means worth remarking on. You know you may be onto something when a prospect responds with, "Tell me more about that," "How do you do that?" or even, "That's me. We have that problem." Those reactions are very different from someone simply sitting through another sales presentation.

Be brave with your approach

In order to move from brown cow to purple cow, you have to be willing to be a little brave. You have to redesign your approach in a way that might make you slightly uncomfortable.

For example, when you call someone, try simply saying your name and then stop talking.

"Hi, this is Tony Cole."

And then be quiet.

Most salespeople immediately follow their name with a pitch. They tell the prospect who they are, what company they are with and why they are calling. Instead, create a little curiosity and then say, "Well, let me ask you a question."

That does not sound like the normal sales call. The prospect is used to hearing, "Let me tell you about..." You are asking instead, and that small difference can change the entire conversation.

Brown cow thinking vs. purple cow thinking

Brown cow thinking sounds like this: "This is what I know. This is what I do. This is how I do it. Do you want some?"

That is how a lot of selling still happens.

Purple cow thinking is different. You might say, "What we do is not for everybody. We work with a very specific group of organizations, and not everybody qualifies."

Now the conversation changes. Instead of trying to push the prospect toward you, you are creating a situation where they may start explaining why they should stay in the conversation. That is a very different selling dynamic.

Would someone stop and listen?

So here is the question worth asking: If someone heard one of your salespeople talking to a prospect about what they do, would they stop and listen? Would they interrupt and ask a question? Would they want to hear more, or would they keep walking because they have heard it all before?

Differentiating in sales requires your salespeople to be willing to rethink how they show up in the marketplace. Be brave with your approach, say something different, ask a better question and create enough curiosity that the prospect wants to continue the conversation.

Go be the purple cow.