FREQUENTLY ASKED QUESTIONS
Clear answers before you assess a salesperson
How SPQ*GOLD can support hiring, coaching and management; what its findings mean; where the Career Styles Inventory (CSI) fits; and what participants and clients can expect.
UNDERSTANDING SPQ*GOLD
What it assesses—and what it does not
SPQ*GOLD adds sales-specific evidence to hiring, coaching and management decisions. It does not replace a good interview, sound commercial judgement or an effective performance conversation.
What is the SPQ*GOLD sales test?
The SPQ*GOLD sales test—formally SPQ*GOLD/FSA, the Sales Preference Questionnaire/Full Spectrum Advocacy assessment—is a sales-specific behavioural diagnostic. It examines a person’s willingness and capacity to initiate sales contact and identifies barriers that may restrict, delay or prevent them from proactively creating opportunities.
Why aren’t a strong CV and a good interview enough?
A CV records what someone says they have achieved, while an interview shows how convincingly they present themselves. Neither necessarily reveals how they will respond to repeated rejection, follow-up, proactively creating opportunities and the less comfortable demands of selling.
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.
Is SPQ*GOLD scientifically researched?
Yes. Behavioral Sciences Research Press (BSRP) states that SPQ*GOLD has been repeatedly validated using more than one million assessments across nations, industries and cultures. BSRP also publishes details of its continuing research programme.
Does SPQ*GOLD provide a pass or fail result?
No. There is no universal profile or pass mark for every sales role. The findings must be interpreted against what the particular job genuinely requires.
Does a strong result guarantee sales success?
No assessment can guarantee performance. SPQ*GOLD provides objective evidence about a critical part of selling, but it should be considered alongside experience, interview evidence, references and the demands of the role.
ACCURACY AND CANDIDATE EXPERIENCE
Completing and interpreting the assessment responsibly
SPQ*GOLD is a self-report assessment. The quality of the decision depends on careful administration, its accuracy indicators and experienced interpretation.
Can a candidate manipulate the assessment?
Like any self-report assessment, SPQ*GOLD should not be described as impossible to manipulate. It includes measures of test-taking behaviour designed to flag patterns such as embellishment, overly positive or evasive responding. A flag does not by itself prove dishonesty; it means the findings require cautious, expert interpretation.
When should SPQ*GOLD be used?
It is particularly useful in three situations: when a current salesperson is struggling and the underlying cause is unclear; when you want to understand the selling profile of a strong performer; or before a final interview or hiring decision, when specific risks can still be tested.
Which roles is SPQ*GOLD suitable for?
It is most relevant where success depends on initiating contact, developing new business, pursuing opportunities and asking for commitment. This includes recruitment consulting, business development, account growth and other proactive sales roles.
How does the candidate complete the assessment?
The assessment is completed online. PWA explains how much time to allow and asks candidates to complete it independently, honestly and without interruption.
USING THE FINDINGS
From assessment evidence to a better decision
The report is not the end product. PWA turns the findings into focused interview, onboarding and management actions.
What does the client receive?
Clients receive the assessment findings together with PWA’s practical interpretation, clearly identified concern areas, targeted interview questions, points to watch for and relevant onboarding and management actions.
Does a concerning result mean automatic rejection?
No. A concern is not automatically a reason to reject someone. It identifies what needs to be examined more carefully, what evidence should be sought and what level of onboarding or management support the appointment may require.
Can SPQ*GOLD be used with existing salespeople?
Yes. For a struggling salesperson, it can help identify whether inconsistent activity, pipeline weakness or avoidance is linked to specific sales barriers. The findings support more focused coaching, management and development rather than relying on assumptions about the visible symptoms.
Why assess a star performer?
Not to search for a problem. SPQ*GOLD can provide a structured view of the sales behaviours, energy and goal focus supporting their results. That evidence can help managers make coaching, development and future expectations more relevant, while recognising that SPQ*GOLD is not a complete retention or personality assessment.
CSI, COMMERCIAL TERMS AND PWA
Where CSI fits—and what working with PWA involves
SPQ*GOLD answers the first sales question: are they equipped and motivated to do the work consistently? CSI answers the next performance question: how should they be managed, motivated, rewarded, developed and retained?
Personal recognition, money or personal development?
Personal recognition may be essential to one person, while another is motivated primarily by financial reward. Personal development may feel like genuine investment to one employee and an unwanted second job to another. CSI helps identify which response is most likely before choosing how to reward or support them.
How does CSI differ from SPQ*GOLD?
SPQ*GOLD is a sales-specific behavioural diagnostic. It examines comfort, motivation, resilience and goal focus around day-to-day sales activity and proactively creating opportunities. CSI explores broader workplace preferences and motivational drivers—including how someone wants to be managed, recognised, rewarded, developed and supported. SPQ reveals the barriers; CSI reveals the levers.
When should SPQ*GOLD and CSI be combined?
For sales hiring, SPQ*GOLD normally comes first to establish whether the individual appears equipped and motivated to undertake the required sales activity consistently. Add CSI when you also want to understand how best to manage, motivate, reward, develop and retain them.
Can CSI be used independently of SPQ*GOLD?
Yes. CSI can be used independently when the main question concerns an existing employee, manager, leader or non-sales role. For sales selection, however, SPQ*GOLD normally answers the essential sales-readiness question first.
Why can the same reward motivate one person and demotivate another?
People value different things. One may need recognition, another may prioritise money, autonomy or security. Development may feel like genuine investment to one person and an unwanted second job to another. CSI helps managers understand those differences before choosing how to reward, support or develop someone.
Is a subscription or volume commitment required?
No. PWA operates on a straightforward pay-as-you-go basis. We will explain the appropriate assessment combination and cost before anything proceeds.
Why use Paul Waters Associates?
PWA is a family business established in 1981 and has represented SPQ*GOLD, CSI and Behavioral Sciences Research Press since 1993. Clients receive experienced, role-specific interpretation—not simply an automated report.
Still have a question—or a specific person you want to understand?
Tell us whether they are struggling, performing strongly or being considered for a role. We will explain how SPQ*GOLD—and, where useful, CSI—can help.
