Leveraging PI and CFS for High-Performing Sales Teams featured image

Leveraging PI and CFS for High-Performing Sales Teams

By: Dave Barclay

~ 4 minute read

What if I told you that there’s a secret to assembling a sales team that consistently shatters targets and redefines success? It’s not just about finding the right people; it’s about knowing how to maximize their potential. On average, companies that invest in their employees can expect a 353% return on investment. In this blog, we’ll explore how Predictive Index (PI) and Customer Focused Selling (CFS) are the ultimate formula for creating a high-performing sales team. 

Uncover Natural Sales Prowess

The Predictive Index (PI), a suite of science-based tools including the behavioral and cognitive assessments, delves deep into an individual’s unique strengths and abilities as a salesperson. It’s like a blueprint for success in the selling world.

  • The PI Behavioral AssessmentTM helps us identify a salesperson’s natural selling style. Are they the relationship builders, thriving on respect and admiration? Or do they lean towards the challenger archetype, compelling clients to see the world differently? Perhaps they’re specialists, championing technical products and getting complex data for their clients.
  • PI’s Cognitive Assessment tells us about a salesperson’s learning style and adaptability. Are they comfortable in fast-paced, ever-changing environments, or do they prefer a more predictable pace?

Both of these tools combined give incredible insight into the unique strengths of the individuals that are on the sales team. Your next steps are to align those strengths and capabilities with the sales role.

Create the Ideal Sales Role

Once we understand an individual’s behavioral and cognitive traits, we can align them with the right sales role. Different types of selling require different skills and aptitudes. This is where the PI Job Assessment comes into play.

Imagine having a clear picture of the behaviors needed for a specific sales role within your organization. With the PI Job Assessment, you can create a Job Target that enables you to set a standard of excellence, ensuring you find candidates naturally suited to that role. It’s like finding the perfect puzzle piece to complete your sales team.

But the resources to pinpoint the critical aspects of a sales role doesn’t stop there. We now turn to something a bit more variable in its assessment – we look at the capabilities and skills of the sales person using a customer-centric framework.

A crucial step in increasing sales performance: skill building. The Customer Focused Selling workshop focuses on five steps of the sales cycle to strengthen interpersonal relationships, presentation, and closing skills.

Mastering Sales Skills with CFS: The Science of Selling

Now, let’s shift our focus to Customer Focused Selling (CFS). While PI tools help identify natural talents and job fit, the CFS process is all about enhancing sales skills and increasing performance. The CFS process is based on scientific principles and extensive research that examined the best of the best in various sales industries and environments.

CFS identifies five key areas of the selling cycle that consistently lead to success:

  1. Building Rapport: Establishing trust and connection with clients is paramount. CFS teaches the art of getting into the customer’s world which helps sales professionals build strong client relationships, a skill that transcends industries.
  2. Uncovering Needs: Successful salespeople are adept at uncovering their clients’ needs and pain points. CFS provides techniques to dig deep and understand what truly matters to your clients.
  3. Presenting Value: It’s not just about having a great product; it’s about presenting it effectively. CFS equips your team with the tools to showcase your offerings in a way that’s meaningful to your unique prospect.
  4. Handling Objections: Objections are a natural part of the sales process. CFS provides strategies to address objections confidently and turn them into opportunities.
  5. Positioning Relationships: After the close, don’t be a stranger! CFS helps your team master the art of cultivating relationships to lead to more referrals.

Now you have all the ingredients for success. The final step is putting it all together.

Harmonizing PI and CFS: A Recipe for Sales Success  

So, how do you maximize the potential of your sales team? The answer lies in combining the power of PI and CFS.

Start by identifying individuals whose natural strengths align with the specific sales roles you need to fill. PI will help you find the right fit.

Once you have your team in place, assess their skill level with a survey like the Selling Skills Assessment Tool and invest in their development with a Customer Focused Selling training. Even if someone possesses natural sales talent, refining their skills through CFS can take their performance to the next level.

Imagine having a team of salespeople who not only excel in their natural selling styles but also possess the skills to navigate any situation effectively. That’s the formula for a high-performing sales team.


In the world of sales, success isn’t just about talent or skills—it’s about harnessing both. Predictive Index (PI) and Customer Focused Selling (CFS) are your dynamic duo for creating a high-performing sales team.

So, are you ready to take your sales team to new heights? It’s time to match strengths with skill development in a predictable process to close business like never before.

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Dave Barclay

The go-to guy for enhancing workplace productivity and happiness. A family man and Japanese language learner, he's also a home improvement buff and an even-steven Texas Hold'em player when he’s not busy going the extra mile for his clients.