· Product and Market Knowledge
· Pro-activism
· Persuasive Communication
· Resilience
· Personal Presentation and Organization
· Closing Skills
· Internal Relations

Briefly these attributes are (each is described more fully in the SAF itself) -

Product and Market Knowledge
Understanding and awareness of products and services offered, not only by the employee's own organization but also by competitors. Includes knowledge of customers and their needs.

Pro-activism
The ability and motivation to actively develop  and maximize selling opportunities, rather then waiting passively for sales to "happen". Includes cross-selling, value-adding, referrals and repeat sales.

Persuasive Communication
The ability to generate credibility and trust by way of attentive, empathic and honest communication with customers and prospects.

Resilience
The determination to keep going in the face of setbacks, criticism, and rejection, even from tough and demanding customers. The willingness to go "the extra mile" to satisy a customer and conclude a sale.

Personal Presentation and Organization
Refers to personal presentation, dress and grooming, as well as personal organization and manner, including issues such as attitude, non-verbal behavior, level of preparation and punctuality.

Closing Skills
The ability to negotiate, facilitate and encourage the conclusion of a sale (e.g., "asking for the order"), and overcoming the last elements of uncertainty or objection that might stand in the way.

Internal Relations
Builds and maintains effective working relations with internal staff, including both sales and non-sales staff. Shares information and market intelligence. 


How the SAF is used
The SAF generates a Sales Appraisal Score that ranges from a low of 0 to a high of 28 points. Ratings at the higher levels are associated with strong performance. Most sales and support employees fall in the Competent range from 10 to 19 points.

SAF is useful for identifying the different performance levels of sales and customer support employees and encouraging higher levels of achievement. As well, the feedback given in the SAF can assist sales and customer support employees to analyse their own performance and seek to improve skills in areas that may be lacking.

SAF is part of the ANPAS employee appraisal package.