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A significant misstep often observed in sales training is the tendency for instruction to align primarily with the trainer’s DRIVE, while overlooking the diverse motivational profiles of the trainees. For instance, consider a scenario where an individual identifying with the Relator DRIVE begins a sales role under the guidance of a mentor who operates from an Executive DRIVE. The mentor, influenced by their own DRIVE, may emphasize aggressive strategies—assertive, persistent tactics commonly associated with Executives.
Although such methods align well with the Executive mindset, they are often misaligned with the values and instincts of a Relator. Those with a Relator DRIVE prioritize connection, community, and meaningful relationships. When pushed to adopt an aggressive approach that clashes with these core motivators, discomfort often arises. After approximately 30 days of resisting their natural inclinations, feelings of discouragement may develop, sometimes leading to attrition as individuals seek environments better suited to their internal drivers.
Sustained satisfaction and commitment in a sales role hinge on alignment with one’s DRIVE. For sales organizations and coaches alike, a deep understanding of all five DRIVE categories is essential. Customers—and sales professionals—will inevitably represent a broad spectrum: from assertive and results-driven Executives, to relationship-oriented Relators, logic-seeking Intellectuals, freedom-craving Directors, and recognition-motivated Validators.
When sales training is narrowly focused on one dominant style—particularly the hard-nosed, high-pressure method—it may only resonate with a small fraction of the audience. In such cases, as much as 80% of both customer engagement opportunities and team potential could be overlooked. Adopting diverse sales strategies that cater to all five DRIVE types unlocks not only individual fulfillment, but also broader and more sustainable performance outcomes.
