Most sales personality assessments tell you whether a candidate is outgoing, competitive or resilient. None of that predicts whether they will close. RevHeat’s analysis of 11,744 salespeople shows the single largest performance gap is Closing — a 740% difference between the top 10% and bottom 10%. Personality tests do not measure that. Ability assessments do.
Key Takeaway: Sales personality assessments measure traits like extraversion and competitiveness, but RevHeat’s analysis of 11,744 sellers shows the largest performance gap is Closing at 740%, followed by Social Selling at 600% and Reaching Decision Makers at 476.92%. These are abilities, not personality traits. Ability assessments predict quota attainment; personality tests predict whether you will enjoy working with the candidate. Only one pays the bills.
TL;DR
- Closing shows a 740% gap between top and bottom performers — the largest of 30 measured sales skills — and personality tests do not measure it
- Relationship Building — the skill personality tests claim to predict — shows only a 59.38% gap, among the smallest in the dataset
- Companies using ability-based assessments report 92% of recommended hires reach the top half of the sales force within a year (Objective Management Group)
- Personality tests measure traits; ability tests measure whether the rep will run your process on the next call
Quick Verdict: Use Ability Assessments, Not Personality Tests
If you are hiring salespeople who will run your process, skip the personality test. Use an ability assessment that measures the 21 core selling competencies. Personality tells you whether the candidate is outgoing. Ability tells you whether they will qualify, reach decision makers and close. One predicts quota. The other predicts lunch conversation quality.
Choose an ability assessment if you want to know whether the rep will execute your sales process. Choose a personality test if you are staffing a networking event.
Sales Personality Assessment vs Sales Ability Assessment: Comparison Table
| Factor | Sales Personality Assessment | Sales Ability Assessment |
|---|---|---|
| What It Measures | Traits: extraversion, competitiveness, resilience, assertiveness | Skills: Closing (740% gap), Qualifying (380% gap), Reaching Decision Makers (476.92% gap), Selling Value (315% gap) |
| Predictive Validity for Quota | Low — Relationship Building (59.38% gap) is among the smallest performance differentiators | High — 92% of recommended hires reach top half of sales force within a year (OMG) |
| What It Tells You | Whether you will like working with the candidate | Whether the candidate will run your sales process |
| Sample Question | “Do you enjoy meeting new people?” | “Walk me through how you qualified your last deal.” |
| Cost | $50-$200 per candidate | $200-$500 per candidate |
| Time to Complete | 15-30 minutes | 60-90 minutes |
| Best For | Screening for culture fit after ability is confirmed | Predicting on-the-job performance and quota attainment |
Sales Personality Assessment
What Personality Tests Measure
Personality assessments measure traits: extraversion, conscientiousness, agreeableness, emotional stability and openness. The assumption is that extraverted, competitive people make better salespeople. RevHeat’s analysis of 11,744 sellers shows that assumption is wrong.
Relationship Building — the skill personality tests claim to predict — shows only a 59.38% gap between top and bottom performers. That is among the smallest gaps in the dataset. The traits personality tests measure do not separate quota-carriers from quota-missers.
Why Personality Tests Fail to Predict Sales Performance
Personality tests measure how a candidate behaves in general. Sales performance depends on what the candidate does on the next call. Those are different questions.
A candidate can be outgoing, resilient and competitive — and still fail to qualify, reach decision makers or close. RevHeat’s data shows the largest performance gaps are in Closing (740%), Social Selling (600%), Reaching Decision Makers (476.92%) and Qualifying (380%). None of those are personality traits. All are learnable, measurable abilities.
According to research by Objective Management Group (2024) analyzing over 2.5 million salespeople across 33,000 companies, Coachable shows no difference between top and bottom performers. That means the traits personality tests measure — agreeableness, openness — do not predict who improves.
When to Use a Personality Test
Use a personality test after you have confirmed the candidate can sell. If two candidates both score in the top 10% on an ability assessment, and you need to choose one, a personality test tells you which one fits your culture. That is its only valid use case.
Do not use a personality test to screen candidates before measuring ability. You will hire likable people who cannot close.
Sales Ability Assessment
What Ability Assessments Measure
Ability assessments measure the 21 core selling competencies across three categories: Skills (Closing, Qualifying, Reaching Decision Makers, Selling Value), Will (Desire, Commitment, Motivation) and Mindset (Supportive Beliefs, Doesn’t Need Approval, Handles Rejection).
RevHeat’s analysis of 11,744 salespeople shows the largest performance gaps are all abilities, not traits:
- Closing: 740% gap
- Social Selling: 600% gap
- Reaching Decision Makers: 476.92% gap
- Comfortable Discussing Money: 468.75% gap
- Qualifying: 380% gap
These are the skills that separate the top 10% from the bottom 10%. Personality tests do not measure any of them.
Why Ability Assessments Predict Quota Attainment
Ability assessments measure what the candidate will do on the next call. A candidate who scores high on Qualifying will ask the questions your process requires. A candidate who scores high on Reaching Decision Makers will not spend three months talking to a champion who cannot buy.
According to Objective Management Group (2024), 92% of candidates recommended by ability-based assessments reach the top half of the sales force within a year. That is predictive validity. Personality tests cannot make that claim.
RevHeat’s own client results show the difference ability-based hiring makes. One technology consulting firm facing a 2.5-year revenue slide used ability assessments to rebuild the team. They generated $2.5 million in new sales in 90 days. Same market. Same leads. Different reps — selected for ability, not personality.
What Ability Assessments Cost (and Why It’s Worth It)
Ability assessments cost $200-$500 per candidate. Personality tests cost $50-$200. The difference is $150-$300. A bad hire costs you six months of ramp time, six months of quota capacity and the cost of re-hiring. That is $150,000-$300,000 in lost revenue for a $100,000 rep.
Spending $300 to avoid a $150,000 mistake is not expensive. It is cheap insurance.
How to Use Ability Assessments in Your Hiring Process
Ability assessments belong before the first interview. Assess every candidate before you spend an hour on the phone. If the candidate scores below the 50th percentile on the 21 core competencies, do not interview them. You already know they will not hit quota.
If the candidate scores in the top 30%, move them to the interview. Use the assessment results to structure the interview. Ask about the specific competencies where they scored low. A candidate who scores low on Qualifying should be asked to walk through how they qualified their last three deals. Listen for whether they actually ran a process or just took the buyer’s word.
After the interview, use the assessment to design the onboarding plan. A candidate who scores low on Comfortable Discussing Money needs coaching on pricing conversations in week one. A candidate who scores low on Reaching Decision Makers needs a script for getting to the economic buyer. Coaching that is checked on the next call — not remembered from a workshop — is how you close the gap.
Which One Should You Choose?
Choose an ability assessment if you want to know whether the candidate will hit quota. Choose a personality test if you want to know whether the candidate will be fun at the holiday party.
Choose ability assessment if:
- You are hiring for a quota-carrying role
- You need to predict on-the-job performance
- You want to reduce mis-hires and cut ramp time
- You are building sales strategy built from what buyers actually said, not what reps hope
Choose personality assessment if:
- You have already confirmed the candidate can sell (ability assessment passed)
- You are choosing between two equally skilled finalists
- You are hiring for a role where culture fit matters more than quota (customer success, account management)
- You are staffing a networking event
Do not choose personality assessment if:
- You are trying to predict quota attainment
- You are screening candidates before measuring ability
- You are hiring your first rep and cannot afford a mis-hire
Common Mistakes When Using Sales Assessments
Mistake 1: Using Personality Tests to Screen for Ability
The most common mistake is using a personality test to screen candidates before measuring ability. You end up interviewing outgoing, competitive people who cannot close. RevHeat’s data shows Relationship Building — the trait personality tests claim to predict — has only a 59.38% gap between top and bottom performers. That is smaller than Presentation Approach (64.71%). Both are among the smallest gaps in the dataset.
Screen for ability first. Use personality to choose between equally skilled finalists.
Mistake 2: Ignoring the Will and Mindset Categories
Ability assessments measure three categories: Skills, Will and Mindset. Most hiring managers focus only on Skills. That is a mistake. A candidate with strong skills but low Desire or weak Supportive Beliefs will not execute the process consistently.
RevHeat’s analysis shows Commitment has a 476.92% gap between top and bottom performers. That is the same size as Reaching Decision Makers. A candidate who is not committed will not do the reps required to improve. Check all three categories.
Mistake 3: Not Using Assessment Results to Design Onboarding
The assessment tells you exactly where the candidate is weak. Use that to build the onboarding plan. A candidate who scores low on Qualifying needs a script. They need a manager who listens to the first ten calls. A candidate who scores low on Doesn’t Need Approval needs coaching on how to walk away from a deal that will not close.
Most companies assess, hire and then ignore the results. The assessment is the roadmap. Follow it.
Mistake 4: Assessing After the Hire
Some companies use assessments to evaluate the existing team, not to screen candidates. That is useful for diagnosing why the team is missing quota. But it does not help you avoid bad hires. Assess before the interview. If the candidate will not hit quota, do not waste an hour on the phone.
Mistake 5: Using Assessments Without Checking the Next Call
An assessment tells you what the candidate can do today. It does not tell you whether they will do it on the next call. RevHeat’s method is simple: read every call, tell each rep what to ask next word for word, and check the next call to see whether they did it. Catch the slip before it becomes a habit.
Everyone has a sales playbook. Nobody checks if anyone runs it. The assessment tells you where to look. The call review tells you whether the rep did what the playbook required.
Frequently Asked Questions
Q: What is the best sales personality assessment for hiring?
A: There is no “best” sales personality assessment for hiring. Personality assessments do not predict quota attainment. RevHeat’s analysis of 11,744 sellers shows Relationship Building — the trait personality tests claim to predict — has only a 59.38% gap between top and bottom performers. That is among the smallest in the dataset. Use an ability assessment that measures the 21 core selling competencies. This includes Closing (740% gap), Qualifying (380% gap) and Reaching Decision Makers (476.92% gap). Personality tests tell you whether you will like the candidate. Ability tests tell you whether they will hit quota.
Q: How accurate are sales assessment tests at predicting performance?
A: Ability-based sales assessment tests are highly accurate when they measure the right competencies. According to Objective Management Group (2024), 92% of candidates recommended by ability assessments reach the top half of the sales force within a year. RevHeat’s analysis of 11,744 sellers shows the largest performance gaps are Closing (740%), Social Selling (600%) and Reaching Decision Makers (476.92%). All are measurable abilities. Personality tests, by contrast, measure traits like extraversion and agreeableness. These show gaps of 59.38% or less. Accuracy depends on whether the test measures ability or personality.
Q: Can a sales personality assessment replace an interview?
A: No. A sales personality assessment measures traits, not abilities. It cannot replace an interview. RevHeat’s analysis shows the skills that predict quota — Closing (740% gap), Qualifying (380% gap), Comfortable Discussing Money (468.75% gap) — are abilities, not personality traits. Use an ability assessment to screen candidates before the interview. Then use the interview to probe the competencies where the candidate scored low. A candidate who scores low on Qualifying should be asked to walk through how they qualified their last three deals. The assessment tells you where to look. The interview tells you whether the candidate actually ran a process.
Q: What is the difference between a sales personality test and a sales skills assessment?
A: A sales personality test measures traits like extraversion, competitiveness and resilience. A sales skills assessment measures abilities like Closing, Qualifying and Reaching Decision Makers. RevHeat’s analysis of 11,744 sellers shows the largest performance gaps are all abilities, not traits. Closing shows a 740% gap. Social Selling shows a 600% gap. Reaching Decision Makers shows a 476.92% gap. Personality traits like Relationship Building show only a 59.38% gap. That is among the smallest in the dataset. Skills assessments predict quota attainment. Personality tests predict whether you will enjoy working with the candidate.
Q: Should I use a sales personality assessment for my existing team?
A: Use an ability assessment, not a personality test, to evaluate your existing team. RevHeat’s analysis shows the skills that separate top from bottom performers — Closing (740% gap), Qualifying (380% gap), Selling Value (315% gap) — are abilities, not personality traits. An ability assessment tells you exactly where each rep is weak. You can then design a coaching plan that targets the specific competencies that matter. A personality test tells you whether the rep is outgoing. That does not help you hit the number. Use the 2.5-million-seller benchmark data to see where your team ranks on the 21 core competencies. Then coach to close the gaps.
Q: How long does a sales ability assessment take compared to a personality test?
A: A sales ability assessment takes 60-90 minutes. A personality test takes 15-30 minutes. The difference is 45-60 minutes. That extra hour measures the competencies that predict quota. Closing shows a 740% gap. Qualifying shows a 380% gap. Reaching Decision Makers shows a 476.92% gap. A personality test measures traits like extraversion and agreeableness. These show gaps of 59.38% or less. Spending an extra hour to measure the skills that actually predict performance is not a cost. It is an investment in avoiding a $150,000 mis-hire.
Q: Do sales personality assessments work for inside sales or only field sales?
A: Sales personality assessments do not predict quota attainment for inside sales or field sales. They measure traits, not abilities. RevHeat’s analysis of 11,744 sellers shows the largest performance gaps are Closing (740%), Social Selling (600%) and Comfortable Discussing Money (468.75%). All are abilities that apply to inside sales and field sales equally. Use an ability assessment that measures the 21 core selling competencies. This applies regardless of whether the role is inside or field. Personality tests tell you whether the candidate is outgoing. Ability tests tell you whether they will run your process.
Q: Can I use a free sales personality assessment or do I need a paid tool?
A: Free sales personality assessments measure traits like extraversion and competitiveness. These do not predict quota attainment. RevHeat’s analysis of 11,744 sellers shows Relationship Building — the trait free personality tests claim to predict — has only a 59.38% gap between top and bottom performers. That is among the smallest in the dataset. Paid ability assessments cost $200-$500 per candidate. They measure the competencies that actually predict performance. Closing shows a 740% gap. Qualifying shows a 380% gap. Reaching Decision Makers shows a 476.92% gap. A bad hire costs $150,000-$300,000 in lost revenue. Spending $300 to avoid that is cheap insurance. Use a paid ability assessment.
Q: What should I do if a candidate scores high on personality but low on ability?
A: Do not hire them. A candidate who scores high on a personality test but low on an ability assessment will be likable and unable to close. RevHeat’s analysis shows the largest performance gaps are Closing (740%), Qualifying (380%) and Reaching Decision Makers (476.92%). All are abilities, not personality traits. A candidate who scores low on these competencies will not hit quota. This is true no matter how outgoing or competitive they are. Personality tests measure whether you will enjoy working with the candidate. Ability tests measure whether they will run your process. Only one pays the bills.
Q: How do I know if my current sales assessment is measuring the right things?
A: Check whether your current sales assessment measures the 21 core selling competencies. This includes Closing, Qualifying, Reaching Decision Makers, Selling Value, Comfortable Discussing Money and Commitment. RevHeat’s analysis of 11,744 sellers shows these are the competencies with the largest performance gaps. Closing shows a 740% gap. Social Selling shows a 600% gap. Reaching Decision Makers shows a 476.92% gap. Comfortable Discussing Money shows a 468.75% gap. Qualifying shows a 380% gap. Commitment shows a 476.92% gap. If your assessment measures traits like extraversion, agreeableness or resilience instead, it is not measuring the right things. Switch to an ability assessment that measures skills, will and mindset.
Bottom Line
Sales personality assessments measure traits. Sales ability assessments measure whether the rep will run your process on the next call. RevHeat’s analysis of 11,744 sellers shows the largest performance gap is Closing at 740%. Social Selling follows at 600%. Reaching Decision Makers follows at 476.92%. None of those are personality traits. Use an ability assessment to predict quota attainment. Save the personality test for choosing between two equally skilled finalists.
Ken Lundin is CEO of RevHeat, the Sales Enforcement company. Over 25 years he has sold, run sales teams and helped 200+ teams — including 5 unicorns — generate $1.5B in client sales, with two exits ($250M and $30M) and four appearances on the Inc. 500. His work draws on benchmarking data from 2.5 million sellers across 33,000 companies. He is a Forbes Business Council member and the author of Strategic Selling Unleashed, Broken Playbook and The SmartScaling Formula.
Frequently Asked Questions
What is the key difference between sales personality assessments and sales ability assessments?
Sales personality assessments measure traits like extraversion, competitiveness, and resilience, while sales ability assessments measure specific selling skills like closing, qualifying, and reaching decision makers. RevHeat’s analysis of 11,744 salespeople shows that ability assessments predict quota attainment with 92% success rate, whereas personality tests do not correlate with sales performance.
Why don’t personality tests predict whether a salesperson will close deals?
Personality tests measure general behavioral traits, but sales performance depends on what a candidate does on specific sales calls—asking qualifying questions, reaching decision makers, and closing deals. Closing shows a 740% performance gap between top and bottom performers, yet personality tests do not measure this ability at all.
What is the best use case for a sales personality assessment?
Personality assessments should only be used after confirming a candidate can sell through an ability assessment. If two candidates both score in the top 10% on ability measures, a personality test can help determine which one fits your company culture better.
How much do sales ability assessments cost compared to personality tests, and is it worth the investment?
Ability assessments cost $200-$500 per candidate versus $50-$200 for personality tests—a difference of $150-$300. This investment is worthwhile because a bad hire costs $150,000-$300,000 in lost revenue for a typical sales rep, making ability assessments cost-effective insurance.
Which selling skills show the largest performance gaps between top and bottom salespeople?
According to RevHeat’s analysis of 11,744 sellers, the largest performance gaps are Closing (740%), Social Selling (600%), Reaching Decision Makers (476.92%), and Qualifying (380%)—all measurable abilities, not personality traits. Relationship Building, which personality tests claim to predict, shows only a 59.38% gap, among the smallest differentiators.
When should ability assessments be used in the hiring process?
Ability assessments should be administered before the first interview to every candidate. Candidates scoring below the 50th percentile on core competencies should not be interviewed, while those in the top 30% should move forward with structured interviews focused on their lower-scoring competencies.
