PMaps Case Study Frontline Sales in FMCG.pdf

Explore our in-depth case study where PMaps assessments were leveraged to transform hiring practices and boost productivity in the FMCG sector. This study outlines how our tailored assessment strategies helped a leading FMCG company with over 49,000 employees to pinpoint high-performing sales executives through a pilot study. The assessments focused on competencies like Sociability, Positivity, Achievement Orientation, and Dutifulness, resulting in measurable improvements in hiring efficiency and sales performance.

Discover key insights on the effectiveness of competency-based assessments in predicting sales success, and learn about the strategic benefits such as reduced hiring costs, improved employee retention, and increased overall organizational performance. This document is essential for HR professionals and organizational leaders seeking to enhance their recruitment processes and drive substantial growth.

Visit PMaps for more information and full access to the case study: https://www.pmapstest.com/case-study

1. Improving
Frontline Sales Performance
in FMCG and Consumer
Goods Sectors
CASE STUDY
Leveraging PMaps assessments to enhance hiring
practices and boost productivity.
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2. The client, a prominent FMCG company with a sales team of 49,000
employees, sought to optimize their hiring process for frontline sales
executives. The primary goal was to validate the competency
constructs used in PMaps assessment to ensure they could
effectively identify high performers and establish confidence in the
hiring process.
ABOUT THE CLIENT
SUMMARY
A leading player in the FMCG
sector partnered with PMaps to
validate the effectiveness of
selected competencies in
differentiating between high and
low performers among their
frontline sales executives. This
case study showcases the
results of a pilot study,
demonstrating how PMaps'
Assessment provided reliable
data to enhance hiring practices
and boost productivity.
INTRODUCTION
INDUSTRY
FMCG
EMPLOYEE SIZE
49000+
COUNTRY
INDIA
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3. Low performance and
productivity among sales
executives.
CHALLENGES
01
Lack of a structured and
efficient hiring process.
02
Difficulty in identifying candidates
who would fit the company
culture and perform well.
03
OBJECTIVES
01 Identify the key competencies that differentiate high and low performers using PMaps Assessments.
02 Demonstrate the ability of these competencies to effectively identify top Sales Executives
03 Establish confidence in the PMaps assessment process for future hiring.
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4. SOLUTION
PMaps conducted a
comprehensive pilot study
across FMCG and Consumer
Goods Sectors using their
online assessment platform to
evaluate the competencies of
existing frontline sales
executives. The competencies
assessed were Sociability,
Positivity, Achievement
Orientation, and Dutifulness.
These assessments aimed to
identify key traits and behaviors
that correlate with high
performance in sales roles.
Sociability
Dutifulness assesses an ability to an extend to which an individual relies more on
structure and accuracy of work rather than leaving things to chance.
Dutifulness
Sociability refers to an ability to deal with people and situations boldly without any
complexity. It measures to what extent an individual is outgoing or hesitant in situations.
They possess the capacity to initiate conversations with others
COMPETENCIES ASSESSED:
Positivity
Achievement Orientation
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Achievement Orientation assesses an individual's striving for achieving excellence in the
given task that stems from the drive of externally linked rewards. A strong need to be
financially stable through all means possible. The desire own and flaunt wealth and the
enjoy all material comforts and luxuries, without guilt
Positivity assesses to an ability to bounce back even in the face of apparent failure and
continuous rejections. It refers to one's ability to sustain an optimistic approach at work
and cultivate what is best within them

5. IMPLEMENTATION
The pilot study involved 5,000 frontline
sales executives and used a mix of
behavioral and cognitive assessments. The
Sales Quotient, covering the four main
competencies, was measured along with
Numerical ability, Domain Application, and
General Intelligence to accurately predict
performance.
DEMOGRAPHICS
INDUSTRY: FMCG AND CONSUMER GOODS SECTORS
JOB ROLE: FRONTLINE SALES EXECUTIVE
LOCATION: INDIA
AGE: 20-25YR
N: 5000 (URBAN : RURAL :: 72:28)
EXPERIENCE: <5 YEARS
MEAN SCORE: 67%
STANDARD DEVIATION: 6%
SEM: 4.2%
CRITERION VALIDITY: TEST OF SIGNIFICANCE >72%
MODE OF ASSESSMENT: DESKTOP, ANDROID, IOS
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7. ACCURACY OF PMAPS ASSESSMENT IN
PREDICTING SALES PERFORMANCE
RESULTS
STATISTIC
The pilot study revealed
significant insights into the
performance predictors for
sales executives. High
performers demonstrated
higher scores in the assessed
competencies compared to low
performers.
80% 64%
High Performers
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Low Performers
0 20 40 60 80
Overall Accuracy
71%
The overall accuracy of the assessment in predicting high performers
was 71%, with a high performer prediction rate of 80% and a low
performer prediction rate of 64%.

8. High Scorers Low Scorers
Positivity
Achievement Orientation
Dutifulness
Sociability
0
20
40
60
80
100
KEY FINDINGS
Positivity: High performers had an average score of 83%, whereas low
performers averaged 60%.
Achievement Orientation: High performers averaged 88%, while low
performers averaged 44%.
Dutifulness: High performers averaged 90%, compared to 63% for low
performers.
Sociability: High performers averaged 84%, while low performers averaged
69%.
Positivity
Achievement
Orientation
Dutifulness Sociability
High
Performers
83% 88% 90% 84%
Low
Performers
60% 44% 63% 62%

9. Achievement
Orientation
Dutifulness
High performers scored 90%, which
is 27% higher than the 63% scored
by low performers. (90% vs. 63%).
KEY FINDINGS
High performers scored 88%,
which is 44% higher than the
44% scored by low
performers (88% vs. 44%).
Positivity
High performers scored 84%,
which is 22% higher than the
62% scored by low
performers. (84% vs. 62%).
High performers scored 83%,
which is 23% higher than the
60% scored by low
performers. (83% vs. 60%).

10. The PMaps assessments proved to be an
effective tool for identifying the key
competencies that differentiate high and low
performers among frontline sales executives in
the FMCG sector. By demonstrating the ability
to identify top sales executives, the pilot study
established confidence in the PMaps
assessment process. This validation supports
the use of data-driven hiring practices to
enhance organizational performance and
cultural fit.
PILOT SUCCESS
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2022
Measure
Select
Interview
Attract
TO BE PRECISE, PMAPS HELPS ORGANIZATIONS TO
01
02
03
04
Determine the right
competencies and
behaviors through the Pilot.
Use our integrated
video interviewing
platform.
Hire the best
candidates.
Select the right hire
based on the
psychometric sales
assessment.

12. Dutifulness is a defining factor between high and low performers. High performers demonstrate a strong
commitment to following rules, regulations, and sales processes meticulously. They adhere closely to
established guidelines, ensuring consistency in their approach and compliance with legal and ethical
standards. This conscientious behavior builds credibility with customers, and driving sustainable sales growth.
In contrast, low performers may exhibit inconsistencies in process adherence and compliance, which can lead
to missed opportunities and potential risks for both themselves and the company they represent.
Performance Indicators:
High performers are meticulous and consistent in
their work.
They ensure that tasks are completed accurately and
efficiently, adhering to company protocols and
standards.
They exhibit a strong sense of responsibility and
accountability.
Behavioral Attributes
Improved operational efficiency due to fewer
mistakes and rework.
Reduced errors in task execution, leading to
smoother operations.
Enhanced dependability within the team and with
supervisors.
Impact on Performance

13. Achievement orientation is a critical factor, defining high performers who set ambitious goals and persistently
pursue opportunities. These individuals thrive on challenges, learn from setbacks, and continuously improve
their sales strategies. Their proactive approach drives success and inspires confidence in customers, fostering
strong relationships and exceeding targets. In contrast, low achievers may struggle with motivation and goal
attainment, potentially missing opportunities and failing to adapt to market demands effectively.
Performance Indicators:
High performers are highly ambitious and
competitive.
They are focused on achieving excellence and setting
high personal and professional goals.
They constantly seek opportunities for growth and
improvement.
Behavioral Attributes
Higher sales figures due to persistent efforts and
goal-oriented behavior.
Enhanced personal performance, driving overall
company success.
Recognition and rewards for outstanding
performance, motivating others.
Impact on Performance

14. In the FMCG industry and Consumer Goods Sector, Social Skills are key in differentiating high performers from
low performers. High performers excel at building strong customer relationships. Low performers, on the other
hand, struggle with these interactions, often failing to connect with customers and missing opportunities to
foster long-term relationships, which adversely affects their sales performance.
Performance Indicators:
High performers are more outgoing and
approachable.
They are able to initiate conversations and engage
with clients and colleagues effortlessly.
They build and maintain strong relationships,
fostering a collaborative work environment.
Behavioral Attributes
Improved client satisfaction due to better
communication and rapport.
Stronger customer relationships, leading to increased
loyalty and repeat business.
Positive team dynamics and a supportive workplace
culture.
Impact on Performance

15. Positivity differentiates high performers from low performers in the FMCG industry primarily through resilience
and customer engagement. High performers, driven by optimism, bounce back quickly from setbacks and
maintain their motivation, leading to consistent efforts and sales. Additionally, their positive outlook fosters
stronger customer relationships, resulting in higher customer satisfaction and loyalty. In contrast, low
performers may become discouraged easily and struggle to engage customers effectively, impacting their
overall performance.
Performance Indicators:
High performers bounce back quickly from setbacks
and remain motivated.
They sustain a positive approach to challenges,
viewing them as opportunities for growth.
They inspire and uplift their colleagues with their
positive attitude.
Behavioral Attributes
Sustained motivation and high morale within the
team.
A positive work environment that encourages
innovation and problem-solving.
Enhanced overall team performance and reduced
turnover rates due to a supportive atmosphere.
Impact on Performance

17. Reduction in hiring
costs
Decrease in
time-to-hire
Improvement in
Employee
Retention
At PMaps, we're not just changing the way you hire — we're
redefining it. With our innovative visual-based assessment
platform, we delve deep into the skills, language, and
personality of job seekers to match you with the talent that
not only fits the job but also enhances your organizational
culture.
“Our core philosophy is grounded in evidence-based
decision-making, ensuring that every hire you make is
not just a gut feeling, but a strategic move towards
building a stronger, more competent workforce.”
Our impact is tangible and measurable — from transforming
teams by turning managers into leaders, to assessing over
1 million professionals across industries, PMaps has been
the cornerstone of enhanced hiring for top-tier
organizations.

18. OUR INVESTORS
MEMBERS OF
We have been extremely satisfied with the solution that
PMaps designed and tailored to fulfill our requirements. Their
team responds very rapidly to queries and provides
resolutions.
TESTIMONIALS
Preeti Shirke
(Sr. Vice President Recruitment - Teleperformance)
We have been extremely satisfied with the solution that
PMaps designed and tailored to fulfill our requirements. Their
team responds very rapidly to queries and provides
resolutions.
Abhimanyu Kumar
(Sr. Vice President Recruitment - Bajaj Allianz)

19. Contact Us
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specific requirements - Please email us at [email protected] or call us at [phone]
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