Self-assessment for salespeople · ±12 min · free

You lose deals you could have closed.

You know your trade. You know which questions to ask, when to stay quiet, how to close. And still you leave margin and deals on the table. Not through lack of skill, but because of what happens in half a second the moment a conversation gets commercially tense: an old protective reflex takes over. The flinch. The Sales Flinch uncovers which reflex that is in you, and where it costs you revenue.

Find your Sales Flinch →
Free · ±12 minutes · your Flinch Profile straight away
What a flinch is

One moment. A reflex older than your career.

Every deal has a handful of moments where the tension spikes: you name the price, the room goes quiet, an objection lands, three decision makers look at you in silence, the client goes dark. In those moments your technique is not what decides what you do. Your reflex is. And that reflex was not formed in a sales training.

And in exactly those few seconds, margin, momentum and sometimes the whole deal disappear.

Naming the price The silence The objection The negotiation Three silent decision makers Going dark Procurement The close
Where you leave revenue behind

You do not lose the deal on your knowledge. You lose it on your reflex.

You discount before the client has even asked.

Not because you do not know your pricing.

Because the silence after your price feels uncomfortable.

You send another quote instead of asking the real question.

Not because you do not know how to close.

Because a straight no lands harder than "let me think about it".

You talk ten minutes longer than you need to.

Not because you do not know your product.

Because silence makes you feel you are losing control.

You let an objection slide.

Not because you have no answer.

Because tension between you and the client feels unsafe.

On their own they are seconds. Across dozens of conversations they become deals, margin and revenue.

The system underneath

Under pressure you fall back on one fixed pattern.

Everyone has different moments where the tension gets in: a possible rejection, a silence that runs too long, friction you would rather avoid, or the need to be liked. Which pattern starts taking over the deal in you is what The Sales Flinch determines, across several psychological dimensions and behavioural signals. Not a personality type, but an analysis of how your behaviour changes the moment something commercial is at stake.

At the end you see your Flinch Profile: which pattern costs you the deal most often, and where it shows up in your conversations.

What sits underneath, the full model and the way you train that behaviour out, stays behind the assessment. This is not a personality quiz. It is the front door of a method.
What you get

No score. You finally see the moment where you start giving the deal away yourself.

Your Flinch Profile

Where your reflex sits

See exactly where your reflex sits under pressure, and what happens when it fires.

Where you leave revenue behind

The concrete moments

Recognise the selling moments where your pattern costs you margin, momentum or deals.

Your direction of growth

What changes

See which change lets you choose different behaviour under the same pressure.

Forty times you choose between two sentences. No scale, no middle. It grates now and then, and that is deliberate: with a middle you would land on the answer that feels least uncomfortable. Sometimes neither fits. Go with your gut and move on. One choice does not decide your profile. That only emerges from all forty together.
Scope: this is about your work. No diagnosis, no verdict, just a starting point.
Portret van Doron
Who is behind this

I built this because I started losing deals myself.

Who I am

My name is Doron Oogjen. I built a multi-million business from nothing, with B2C sales as one of the main engines of growth.

I sold myself, built sales teams, trained salespeople and coached them to perform better over the long run. I am also trained as a coach to International Coaching Federation (ICF) standards. Today I work as an entrepreneur, business mentor and sales coach.

What fascinates me sits exactly where human behaviour meets commercial results. I want to understand why someone does what they do, especially at the moments the pressure rises, and how we change that behaviour so they perform better and earn more.

Because in the end that is what selling is about for me: getting the best out of people and turning it into results. Not by working harder. Not by memorising more scripts. By getting better at the moments that actually count.

What went wrong

I have been selling for fifteen years. I know my scripts. I know what to say when a client asks for a discount, how to handle objections, when to stay quiet and how to ask for the deal.

And I am not the kind of salesperson who says on instinct that things are going fine. I work with hard data. My numbers were measured from first contact to signed contract: conversion, follow-up, quotes, closes. I knew exactly what was happening.

And still my conversion started to fall. Slowly at first. Then sharply.

The strange part was that I still knew exactly what to do. My knowledge had not gone anywhere, my scripts had not got worse, I had not suddenly forgotten how to sell. But at the moments pressure appeared, I started doing something other than what I knew.

A silence I filled too quickly.

A discount I gave in to too easily.

A question I did not quite ask.

An objection I smoothed over instead of exploring.

My problem was not a lack of sales knowledge.
My reflex was getting in the way of my knowledge.

My solution and the result

And frankly I had no appetite for yet another sales coach explaining to me again how to handle an objection. I had had enough of that.

So I did something else. I built myself an AI sales coach. I gave it not just my sales data but my psychological profile and the patterns that would later become my Sales Flinches.

Then I started recording and analysing my sales conversations. Not once a month afterwards with a coach. After every single one. And I began to see something I had missed for years: those small moments where, under pressure, I departed from what I actually knew.

Once I started recognising and changing those reflexes

My conversion doubled.

Not by working harder or learning another script. By getting better at the moments that actually count.

The Sales Flinch came out of that search. Not to teach you another selling technique, but to uncover what happens in those few seconds where you do not do any of the things you know.

The foundations

Seriously built. Without pretending it is science.

The Sales Flinch combines psychological constructs, academic sales research, established selling methodologies and scenarios from real commercial conversations.

→ Read how the assessment is built

Psychological constructs

Sensitivity to negative evaluation, experiential avoidance, intolerance of uncertainty, feelings of inadequacy, conflict handling and underlying schemas.

Research into selling

Academic work on tension, avoidance and procrastination in real sales conversations, not a general personality test.

Established methodologies

Scenarios built on universal commercial moments from recognised sales trainings (including SPIN, Sandler, Richardson).

Methodology

Designed to recognised guidelines for content validity (COSMIN) and careful item construction.

What it is not (yet). The Sales Flinch is not yet a scientifically validated psychometric instrument. The foundations are serious, but only after enough completions and analysis can we demonstrate that the five axes work empirically exactly as designed. I would rather be straight with you about that.

You are very good at something. Find out when it works against you.

Twelve minutes, forty choices. After that you know which reflex costs you the deal most often.

Show me where I leave revenue behind →
Free · ±12 minutes · your Flinch Profile straight away