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Level 3 – Silver Level (Behaviour)

Level 3 assessments test whether the participants have actually changed their behaviour. These assessments are generally made against a competency framework that is tailored for each group, for example, business development staff vs. account managers vs. sales managers. For managers, coaching competencies are just as important as the functional ones.

The frameworks use specific descriptions of different levels of performance for each competence, providing a much more accurate measurement than simple numerical scales. For example:

Extract from a Competency Model

(For a staff set in Corporate Sales)

Development Needs	Good Early Performance	Strong Performance	Masterful Performance
Needs-based opportunity sourcing
Tends to explain features and advantages of products and services, without linking them to client’s specific problems and issues.	Uses questions well, but often looks for a set of ‘typical needs’, rather than uncovering new needs specific to the client.	Uses questions to uncover a wide range of relevant needs, and builds a consensus around the need to solve them.	Uses a strong ingoing hypothesis and advanced questioning techniques to uncover relevant needs across the whole of the customer’s business and build a sense of urgency around solving them.
Uncomfortable moving beyond core products and services.	Tends to focus on a few key products and services, but will bring in other company personnel where the solutions lie outside their area of expertise.	Draws on a wide range of products and services (including from O2 companies and partners) to address client needs.	Seeks solutions using the full range of O2’s products, capabilities, people and relationships.
			Quantifies costs and benefits and tests them against the customer’s objectives.

The actual assessment can be carried out in a number of ways, including:

• Assessment by the individual’s manager. We use a number of techniques to ensure that consistent standards are maintained across the organisation, such as:
• • Training managers in observation techniques (using realistically scripted video case studies of good and bad performers);
  • Tracking the quality and quantity of coaching and assessment using a simple automated Field Accompaniment Form to gather data;
  • Monitoring results by manager for outliers and investigate accordingly;
• Assessments by Imparta experts, based on a sample of observed sessions (e.g. planning sessions and customer visits) to identify true level of adoption;
• Self-contained assessments, using a formal assessment centre or other techniques such as telephone-based role-plays.

These measurements provide an extremely powerful management tool, at both the individual and organisational level.

Example individual report:

Example summary report:

For fuller details on an aggregated competency report click here:

If the level 3 measurement reveals pockets of low adoption, we help clients to design and implement remedial action (e.g. recent "campaigns" for one client focused on tools for increasing account penetration and had a major additional impact).

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