THE SPQ*GOLD SALES TEST · SALES HIRING DECISION SUPPORT
They look good on paper.
But will they actually sell?
SPQ*GOLD helps organisations look beyond the CV, confident interview performance and rehearsed answers to assess whether someone is genuinely comfortable with the real demands of selling.
THE COMMERCIAL RISK
A bad sales hire costs far more than a salary.
Recruitment fees, onboarding, management time and commission guarantees are only the visible costs. The bigger loss is the revenue they do not generate and the months lost before you start again.
Keep the interview. Add some science.
THREE WAYS TO USE SPQ*GOLD
Which person in your business would be most valuable to understand properly?
SPQ*GOLD is not only for your next hire. It can help you investigate a live performance issue, understand a proven performer or reduce the risk behind an important appointment.
1 · THE STRUGGLER
Someone you cannot quite unlock
You can see the symptoms—low activity, inconsistent results, weak follow-up or avoided conversations—but not necessarily the cause. SPQ*GOLD helps identify the underlying sales barriers so coaching and management can focus on what is really getting in the way.
2 · THE STAR
Someone you cannot afford to lose
What sits behind their success? SPQ*GOLD gives you a structured view of the sales behaviours, energy and goal focus supporting their results—helping you make coaching, development and future expectations more relevant.
3 · THE POTENTIAL HIRE
Someone who interviewed brilliantly
Have you ever hired someone who looked perfect at interview but failed to perform once they joined? SPQ*GOLD adds sales-specific evidence to reveal risks that polished answers and a strong CV may not show.
THE REAL COST OF A BAD SALES HIRE
Salary is only the beginning
Money spent
Recruitment fees, salary, guaranteed commission, onboarding and training.
Revenue missed
Opportunities go untouched, pipelines weaken and expected sales do not materialise.
Time lost
Months of management effort—followed by the cost and delay of starting again.
THE ASSESSMENT HIERARCHY
SPQ*GOLD first. CSI where the role needs it.
PRIMARY · SPQ*GOLD SALES TEST
Will they actually sell?
Sales-specific evidence for selection, interview probing, onboarding and management.
COMPLEMENTARY · CSI
For senior appointments
Broader preferences around people, information, goals, decisions and pressure.
SAMPLE SPQ*GOLD REPORTS
See the difference between a good and a very mixed sales profile
Lewis scores 228 with two focused primary concerns. Samuel scores 143 with eight primary concerns and a materially greater sales-role risk. The comparison shows how SPQ*GOLD changes the questions, confidence and onboarding commitment required.
GOOD PROFILE
228 · Two primary concerns
Broadly positive sales evidence with defined risks to test.
VERY MIXED PROFILE
143 · Eight primary concerns
A substantially more complex risk and support picture.
CASE STUDIES
Hear directly from clients who stopped relying on instinct alone
PARK AVENUE RECRUITMENT
Five years. Every hire. Nearly 25 people.
HIGHFIELD / DATAX CONNECT
Science before the final interview.
FEATURED TWICE ON REC TALKING RECRUITMENT
Better recruiter hiring—and the human advantage in an AI world.
REC has invited Dominic Waters onto two Talking Recruitment episodes: one on avoiding costly recruitment mis-hires, and one on how AI is reshaping recruitment and increasing the value of genuinely human judgement.
PWA is an REC Business Partner, and SPQ*GOLD is used by the REC in its own recruitment process.
FREQUENTLY ASKED QUESTIONS
The questions clients usually ask before using SPQ*GOLD
Straight answers about what the assessment measures, how individuals complete it and how the findings can support hiring, coaching and management decisions.
Is SPQ*GOLD a personality test?
No. It is a behavioural diagnostic focused specifically on sales-contact activity and the internal barriers that may restrict it—not a general description of someone’s personality.
Can a candidate manipulate the assessment?
Like any self-report assessment, SPQ*GOLD should not be described as impossible to manipulate. Its measures of test-taking behaviour flag patterns that may require more cautious, expert interpretation.
Does a concerning result mean automatic rejection?
No. A concern identifies what needs closer examination, what evidence should be sought and what level of onboarding or management support the appointment may require.
How does SPQ*GOLD fit into the hiring process?
It is particularly valuable before the final interview or hiring decision, allowing interviewers to probe the specific risks identified rather than discovering them several months after appointment.
Can SPQ*GOLD be used with existing salespeople?
Yes. It can help investigate what may be holding a struggling salesperson back or provide a structured view of the sales behaviours supporting a strong performer—giving managers more focused evidence for coaching, development and performance conversations.
PAUL WATERS ASSOCIATES
A family business with specialist sales-assessment experience
Established in 1981, Paul Waters Associates has represented Behavioral Sciences Research Press (BSRP)—the organisation behind the SPQ*GOLD sales test and the Career Styles Inventory (CSI) assessment—since 1993. Clients receive experienced interpretation in the context of the role and commercial decision, not an abstract score.
What clients receive
- Clear concern areas
- Targeted questions
- Onboarding guidance
- Management actions
Who immediately springs to mind—the struggler, the star or the potential hire?
Tell us which person would be most valuable for you to understand properly, and we will explain the most useful next step.
