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
|
Competency |
Strong in Competency |
Average Score |
|
Desire |
85% |
77% |
|
Commitment |
55% |
56% |
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
- 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.
- 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.
- 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.
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