Key Takeaways
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SPQ Gold scores offer a dependable approach to evaluating sales characteristics. These scores have a strong impact on recruitment and formation of teams within the U.S. sales workforce.
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Understanding benchmarks like average and top 10% scores helps organizations identify both current team strengths and high-potential candidates.
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So take care to always interpret SPQ Gold scores in context. Take into account the industry, company size, and specific sales roles to get the most precise results.
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Incorporate the best available data that is uniform across all measures and kept up to date for the most equitable and meaningful score comparisons.
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Don’t get caught in the common analysis traps! Beware of putting too much stock in any one score or old data. Understand the nuances among types of sales positions.
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Use quantitative and qualitative SPQ insights to focus hiring efforts, customize training, and cultivate a high-performing sales culture.
Benchmarking SPQ Gold scores means comparing your score to everyone else who has taken the same test. An SPQ Gold score of 75-85 will be average for most U.S. Test-takers, according to current national norms.
Scores in the top 10% typically are 92 or above, indicating a high level of skill in the areas being measured. SPQ Gold scores allow individuals, organizations, and agencies to understand their current statuses as well as areas for improvement.
Companies and schools in the United States may use these benchmarks to set goals, track progress, and spot top talent. The next few sections explain what these numbers translate to in terms of everyday experience.
More importantly, you can learn how to use them to your own advantage!
What Are SPQ Gold Scores?
SPQ Gold scores are indicative of important sales traits. This evaluation is intended for those who are already in a sales role, or who are looking to move into a sales role. They measure a candidate’s behavior on sales calls.
Together, they pinpoint what negatively inhibits them and what positively motivates their efforts. These scores are an important component of sales performance evaluation and measurement. They aid in the selection of people who will do well at prospecting and closing.
For agencies or teams looking to make hiring decisions, high SPQ Gold scores identify candidates who will help achieve goals. These people are perfectly cut out for high-paced, person-to-person sales roles.
The Purpose of SPQ Gold
SPQ Gold is designed to give you a simple but complete picture of how someone sells, or would sell. It’s all about discovering those key behaviors! It helps to determine which sales behaviors lead to the best results.
These actions are about being resolute when things don’t go as planned and continuing persistent outreach. In doing so, companies can align the best talent to their business’ priorities. If a company is looking to expand quickly, SPQ Gold makes it possible.
They sell to the best people who are great at engaging and closing new business.
Key Sales Traits Measured
SPQ Gold checks for traits that show if someone will do well in sales. The test looks at things like call reluctance, how hard someone works at prospecting, and their problem-solving skills.
It tracks 12 types of call reluctance, giving hiring managers real detail about what gets in the way of making sales calls. This helps teams hire and train better, picking people who are more likely to bring in business.
Why “Gold” Matters in SPQ
The “Gold” label means this is a top-level assessment. It is known for giving steady, trustworthy results, with good test-retest stability (averaging r=.75).
SPQ Gold offers a 45-minute feedback session for each person, so the results are not just scores—they come with real advice. Firms that use SPQ Gold get an edge, because they can spot top sellers before the rest.
Decoding SPQ Gold Score Benchmarks
SPQ Gold scores are not just a number—they’re integral to the SMART approach sales teams take today to hire, train and grow talent. These benchmarks divide scores into distinct categories, creating a clearer line between who’s a middle of the road performer and who’s a gold standard leader.
When teams understand the significance of these groups, they can better align their people and resources to make more informed decisions. Regional standards and industry trends may set the bar, so knowing your context is key for every company.
1. Defining an “Average” Score
A typical SPQ Gold score is the point at which the majority of salespeople score. In the case of the U.S., this typically implies scores around the 50th percentile. You can usually see them between 40 and 60 on the scale.
Members of this cohort have more than met the minimum sales quotas and demonstrate a high level of ambition. They may still be timid when it comes to prospecting. They too usually experience call reluctance, for instance being too well-prepared or experiencing stage fright.
Providing score averages as benchmarks helps leaders understand the overall health of their team and identify those who require additional coaching.
2. Identifying the Top 10%
Rarely, less than 10% of scores are in the Top 10%, typically more than 90th percentile—e.g., >80 score. These salespeople outperform all others due to excellent prospecting, high emotional intelligence, and less call reluctance.
They increase close rates and deal cycles and profitability, and they make peace with rejection. Firms in search of star talent pay special attention to this cohort. Focusing on these most extreme high scores when you hire reduces risk the most and is particularly true with the SPQ Gold’s 85% predictive accuracy.
3. The Bell Curve: Visualizing Scores
The majority of scores tend to cluster around the center, demonstrating an adequate level of performance. The curve naturally tapers off on both ends—top decile of sales talent on the right, bottom 10% of salespeople on the left.
This “bell curve” appearance allows teams to identify gaps and determine where they may need additional training. For instance, if the majority are scoring below average, targeted skills coaching might improve performance.
4. Why Context Is King
SPQ Gold Score Interpretation changes score interpretation varies depending upon sector or organizational size. For instance, a tech startup will likely be held to a different standard than a local mom and pop retail chain.
External and internal market shifts can cause benchmarks to move upward or downward. Applying the same benchmark score across different types of settings ignores important context.
5. Our Take: Beyond Percentiles
Limitations of using percentiles are that they are useful for comparing performance, but they don’t provide a complete picture. SPQ Gold further evaluates how someone’s characteristics and behaviors—such as drive, problem-solving, and prospecting motivation—factor in.
Paired with qualitative feedback, these metrics help hiring leaders make informed, equitable decisions, assuring that their hiring and training processes are sufficiently robust.
Factors Shaping Your Score Interpretation
When analyzing SPQ Gold scores, it’s about more than just the score itself. There are a lot of moving parts that determine what these scores actually communicate about a salesperson’s fit and potential. How you interpret these scores can make a huge impact on your hiring and team success.
It’s just smart to consider multiple factors in the overall picture before deciding.
Industry-Specific Score Nuances
Each industry determines its own standard for what a good SPQ Gold score should be. A tech sales position would need a lot more resilience and tolerance for disruption. Insurance sales values persistence and relationship-building.
Which means, a score that’s “top 10%” in one industry might be completely mediocre in another. Companies only excel enough to raise their hand when they customize benchmarks to their specific industry, rather than compare to a one-size-fits-all number.
This enables identifying the best salespeople suited for the specific task or project.
Role Complexity and Score Impact
Not all sales roles are created equal. Sales of simple products require an entirely different skill set than those of complex, high-stakes transactional deals. A frontline retail representative needs to establish fast rapport.
An enterprise manager faces longer cycles and more difficult negotiations. The anticipated SPQ Gold score should change depending on an individual’s requirements of the position.
That’s why sales hiring teams need to calibrate score bands to every type of sales role. That way, they identify the individuals who are best able to do the job.
Sample Size: Getting Reliable Data
Too small of a sample will artificially inflate or deflate results, leading to less reliable scores. The more data points you can use—at least 30–50 people is ideal—the better you can reveal augmentative trends.
This is especially important for teams that value accuracy, since a larger sample will help smooth out outliers and strange results.
Testing Environment: Ensuring Fairness
Where and how you test can affect your score. If the environment is noisy or disruptive, test scores may suffer. Ensuring everything is equitable—same time, same directions, no disruptions—really does ensure a level playing field and provides a real gauge of abilities.
Smart Benchmarking: Best Practices
Smart benchmarking of SPQ Gold scores requires a thoughtfully developed strategy and a keen attention to detail. When conducted properly, benchmarking allows you to identify what is truly considered average. It highlights what makes the top 10% so great and how your team compares.
This section outlines the key practices that help make benchmarking a success. From how to collect data, who you should be comparing yourself to, what tools are available, and how often you should update your benchmarks—
Collect Consistent, Quality Data
Effective benchmarking requires quality data. So every time you retrieve your SPQ Gold scores, use the same methodologies. Conduct tests in comparable conditions, maintain test durations brief, and employ identical tools.
For instance, if you are benchmarking sales teams in Los Angeles, apply the same scoring rubric across the board. That’s so your numbers are apples-to-apples month-over-month. This results in more equitable hires and more effective teams by eliminating bias and reducing the role of chance.
Choose Relevant Comparison Groups
Who you compare scores against is a very important question. Align your staff with teams that have similar industries, geographic areas, or sizes of agency. A tech sales team in LA should be looking to sell to local tech teams.
They should not just be firing in the dark at arbitrary firms around the country. This will ground your benchmarks in reality and allow you to establish targets that are reasonable and equitable. Employing a combination of local and more national groups can further help illustrate whether or not your team is in the front of, or falling behind, the pack.
Use Appropriate Statistical Tools
Use appropriate statistical tools to accommodate SPQ Gold scores. While simple averages are effective, more advanced statistics illustrate how far from the top 10% a particular score is.
Software that can easily sort and graph data, such as Excel or Tableau, can help you quickly spot trends. Diligent statistics practice ensures your results are truthful and valuable.
Regularly Update Your Benchmarks
Benchmarks should continue to develop alongside your market. Go over your benchmarks at least bi-annually or during team changes. This paints a clearer picture for identifying trends and helps to ensure hiring strategies remain proactive.
Regular updates ensure your benchmarks are consistently aligned with the current achievements of the best teams.
Common Pitfalls in Score Analysis
Further analyzing score data helps provide a clearer picture of your top sales talent. It’s more than possible to hit some major bumps if you miss some important considerations. One of the biggest pitfalls that many in our field fall into is to jump to conclusions and not consider the whole score.
Missteps in analysis don’t just skew the numbers but can mislead hiring, training, and team development efforts astray. Avoiding these common score analysis fallacies will help ensure your standards are solid and your decisions are well-informed.
Ignoring Sales Role Differences
Another easy pitfall is failing to realize that not all sales roles are created equal. Inside sales, field reps, and account managers do not have the same workflows or capabilities. For example, the top performer in cold outreach will not necessarily be the top performer in managing long-term relationships.
When you put all scores into one big aggregation, you’ve lost the value of what the SPQ Gold tool can do. To properly analyze, each role requires its own lens for review.
Over-Relying on Single Scores
A second pitfall is over-relying on a single score. A simple, raw SPQ Gold score provides an overview, but that’s only part of the picture. Those with the highest scores may be unmotivated and unfocused, while an average score could camouflage strong internal fortitude.
A quick score or rank can be alluring. This helps ensure that what you’re identifying is true strength, rather than just test savvy.
Using Outdated Benchmark Data
Benchmarks are not static, just as sales patterns are not static. Using benchmarks that are five years old can really skew your results and the picture you’re painting, particularly in quick-moving areas such as tech sales.
Access to current data allows them to align much more closely with today’s market demands. Continuing to use the latest available benchmarks ensures that what you decide on is appropriate for today’s context, not yesterday’s.
Misinterpreting Statistical Significance
Statistical significance only means that a change in score is unlikely to be a random occurrence. Still others confuse what’s random with what’s meaningful. Understanding the concept of significance will allow you to interpret the data correctly and avoid following false positives that are not replicable.
Conclusion
SPQ Gold scores give people a clearer picture of how they perform comparatively. An average score just means that you are doing about as much as everyone else. To achieve a top 10% score, you have to be doing things that really make you excel. These figures provide hard data, rather than fluffy marketing bluster. Read the whole story behind what’s making real progress possible—from building lasting habits, to making better choices, to keeping an honest score on what’s working. Each individual score provides an opportunity to reevaluate your course, identify areas of deficiency, and establish specific, measurable, achievable, relevant, and time-bound objectives. Like all top scorers, they leverage their victories to discover new areas of opportunity. Looking to maximize the utility of your own score? So, as always, remain truthful and continue to move forward! Contact us if you’re interested in additional, more technical advice, or tales from others who have traveled this path.
Frequently Asked Questions
What is a typical SPQ Gold score in the United States?
What is a typical SPQ Gold score in the United States? This range captures the majority of test-takers and gives an excellent baseline to use to gauge where you should be benchmarking your own performance.
What SPQ Gold score is considered top 10%?
What SPQ Gold score is top 10%. By accomplishing this, you’re already well ahead of the majority of your peers and it could help your authority and credibility among your industry.
How often are SPQ Gold benchmarks updated?
Benchmarks are updated on a yearly basis to stay true to United States trends, user data, and changing industry standards.
Can regional differences affect SPQ Gold scores?
Can regional differences skew SPQ Gold scores? In areas like Los Angeles, for instance, the average could be a bit higher because of a more cutthroat business climate.
Why does my SPQ Gold score matter?
Why does my SPQ Gold score matter? Today, it’s used by employers and individuals alike to pinpoint top sales talent and training needs.
What factors influence my SPQ Gold score?
Primary factors are your level of professional sales experience, training and knowledge and ability to execute SPQ best practices. External market conditions are a factor too.
How can I improve my SPQ Gold score?
Focus on targeted training, practice SPQ techniques, and seek feedback. Regular self-assessment and learning from top performers in your area can help raise your score.