03 — Synergy

Two public brands, one underlying system — and two cross-sell paths that currently aren't connected

The business logic connecting these two sites is the core of the sale-readiness story. Read the flow diagram below first — then the lifecycle and engine diagrams show how it works in practice.

Site A · salesassessmenttesting.com

Hiring managers

  • Screen sales candidates before hiring
  • Order SPQ Gold pre-hire assessment
  • Receive hire / pass recommendation
  • Transaction-based · repeatable
→

Shared Engine

SPQ Gold + Connie Kadansky

  • Same 40-year validated assessment
  • Same 16 reluctance types identified
  • Same practitioner delivering both
  • One methodology · two contexts
←

Site B · exceptionalsales.com

Salespeople & managers

  • Eliminate Sales Call Reluctance
  • 1-on-1 coaching · team workshops
  • Keynote speaking · conference work
  • Recurring + project-based revenue

The gap: A hiring manager who orders an assessment through Site A is a natural workshop prospect through Site B — and vice versa. Neither path exists in the system today. Both are purely organic, happening only when Connie mentions it in conversation.

The Complete Lifecycle

Hire better → identify risk → assess → coach → train → produce

Every stage of this lifecycle is either a product Connie sells or a precondition for the next product she sells. The entry point differs by buyer, but the path converges at SPQ Gold.

Stage 01

Hire Better

Hiring manager needs a candidate screen before an offer. Arrives from pain, not curiosity.

Entry: salesassessmenttesting.com

Stage 02

Identify Risk

SPQ Gold pre-hire assessment. 72-minute online test. Connie reviews and delivers hiring recommendation.

Product: SPQ Gold / FSA

Stage 03

Assess Candidates

Hire / pass / conditional decision. Report includes onboarding coaching notes. Connie enters as advisor.

Output: Hire recommendation

Stage 04

Coach Existing Reps

SPQ Gold result is the baseline. 9-step coaching method addresses specific types identified. Progress is measurable.

Product: 1-on-1 · exceptionalsales.com

Stage 05

Train Teams

Manager sees results in one rep. Books team workshop. Speaking at annual kickoff. Connie embeds in the culture.

Product: Workshops · Speaking

Stage 06

Produce Consistently

Prospecting culture established. New hires are screened. Existing reps are coached. System becomes self-reinforcing.

Outcome: Referrals · Repeat orders

The Engine

One product. Two contexts. Two buyer pools.

SPQ Gold is the pivot point of the entire business. It is the only tool that measures what Connie treats — and it surfaces in two different contexts depending on who is in the room.

HIRING MANAGER salesassessment testing.com Buyer: Hiring manager Problem: Bad hire Entry: Direct contact Product: SPQ Gold pre-hire Output: Hire / Pass SITE A SALESPERSON / MGR exceptional sales.com Buyer: Indiv. / manager Problem: Can't prospect Entry: Free EKG / quiz Product: Coaching / training Output: Consistent prospecting SITE B THE ENGINE SPQ*Gold 16 types of call reluctance Behavioral Science Research Press 40+ years of research · Connie Kadansky SAME ASSESSMENT · TWO CONTEXTS pre-hire use coaching use PRACTITIONER Connie Kadansky, MCC 602-380-5431 A→B: hiring mgr discovers team reluctance → books coaching / workshop B→A: coached salesperson promoted to manager → adopts SPQ*Gold for hiring STAGE 06 OUTCOME Consistent prospecting culture Referrals · Case studies · Repeat orders Self-reinforcing system
── Site A primary path (pre-hire) ── Site B primary path (coaching) ── SPQ Gold / Connie core - - Cross-sell A→B - - Cross-sell B→A

Cross-Sell Paths

Each client type is a natural prospect for the other product.

Neither path is currently captured in a CRM or automated in any way. Both are organic — happening when Connie happens to mention the other product in conversation. The opportunity is to make both paths systematic.

Path A → B · Hiring Mgr to Coaching

The assessment revealed a team problem

A hiring manager orders a pre-hire SPQ Gold for a candidate. The report reveals that the issue isn't the candidate — it's the existing team's prospecting habits. The manager becomes a coaching or workshop prospect. Currently: this transition happens organically in post-report conversations. Opportunity: automate a follow-up that reframes the result as a team coaching entry point.

Path B → A · Coaching Client to Hirer

The salesperson became a manager

A salesperson who completed Connie's coaching program gets promoted. As a manager, they now face hiring decisions. They know the SPQ Gold methodology firsthand — they went through it. They are the highest-trust buyer of the pre-hire assessment. Currently: no handoff exists. Opportunity: a single sequence triggered at promotion or role change that offers the assessment site as a hiring tool.

For the broker

Neither cross-sell path requires new products, new pricing, or new marketing. Both already happen — just not in a system. A buyer who connects the two sites at the CRM layer and builds two basic follow-up sequences acquires a combined pipeline that is meaningfully larger than either site shows on its own. The work required is operational, not strategic.