Most sales organizations believe they know exactly what makes a great salesperson. Ask a sales leader to describe a top performer and the answer comes quickly: confident, competitive, driven, persistent. The issue is not that these traits are wrong. It is how the conclusions were reached. In most organizations, the definition of a great salesperson is built on speculation disguised as experience, not objective evidence.

A life insurance organization analyzed its hiring data using a sales benchmark built from a psychometric assessment. By grouping candidates into green, yellow, and red categories based on sales potential, leadership uncovered a clear pattern: green hires consistently produced more. When modeled at scale, each non-green hire represented roughly $10,000 per year in lost premium opportunity, reinforcing a hard truth for sales leaders—selection sets the ceiling for performance.

AdvisorDNA was created to answer a critical question in financial services. Why do some advisors build trust and grow consistently while others struggle despite similar training and credentials. The answer is not effort. It is alignment. AdvisorDNA is grounded in a psychological truth. Clients instinctively rely on patterns and archetypes to decide who they trust. When an advisor’s natural wiring aligns with how they show up, communication is easier, trust builds, and growth