Hiring the right salesperson for the right role starts with understanding how they operate—especially under pressure. Two key traits from the CTS Sales Profile can give you powerful insight: Deadline Motivation and Assertiveness.
These traits reveal how urgently someone wants results—and how confidently they take control of the sales process. Let’s break them down.
Trait Definitions
Deadline Motivation
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High: Urgent, restless, thrives in fast-paced environments.
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Low: Methodical, prefers long-term goals and steady progress.
Assertiveness
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High: Direct, confident, takes control of conversations.
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Low: Accommodating, allows others to lead the pace.
4 Sales Rep Styles (Based on Trait Combinations)
1. The Sales Commander
(High Deadline + High Assertiveness)
Moves fast and takes charge. Great for fast-paced, one-call-close roles.
Risk: May rush the sale or skip key steps.
2. The Eager Servant
(High Deadline + Low Assertiveness)
Driven to succeed but lacks control in the sales conversation.
Best in lead-rich, structured environments with strong training.
Risk: Lets buyers take control, leading to stalled deals.
3. The Strategic General
(Low Deadline + High Assertiveness)
Controls the process but prefers a slower pace.
Ideal for long-cycle, consultative sales.
Risk: May be too slow in urgent or competitive sales environments.
4. The Supportive Guide
(Low Deadline + Low Assertiveness)
Patient and helpful. Fits well in service-heavy or inbound roles.
Risk: May get outpaced by more aggressive competitors.
Real-World Example
Take Laura—she scored high on Deadline Motivation but low on Assertiveness. She made more calls and set more appointments than almost anyone. But when it came time to close, she couldn’t guide the conversation forward. In a one-call-close environment, she lost deals to indecision.
We moved her to a role with warmer leads and longer timelines—where her speed created opportunities, but the consultative nature of the sale played to her style. Her performance and confidence improved immediately.
The Leadership Takeaway
Matching the right combination of urgency and control to your sales cycle is critical:
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High Deadline Motivation + High Assertiveness: Perfect for quick-close, high-pressure sales.
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High Deadline Motivation + Low Assertiveness: Thrives with support, training, and structured leads.
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Low Deadline Motivation + High Assertiveness: Suited for complex, long-cycle sales with strategic pacing.
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Low Deadline motivation + Low Assertiveness: Best for inbound or service roles with low urgency.
Understanding these traits before you hire prevents costly mismatches—and helps you coach your team with clarity.
Want to go deeper? Explore the full CTS Sales Profile and discover all nine traits that impact performance. We’re here to help you recruit and coach the very best salespeople—one right-fit hire at a time.