Paul Waters Associates has been established for over 30 years, working with organisations across many different sectors to improve their sales teams’ retention and performance.

What is Paul Waters Associates?


Since 1994  we have specialised in offering the SPQ*GOLD Sales Behavioural recruitment profiling and ongoing development tool to UK businesses – our long term clients include Michael Page, Reed Specialist Recruitment, Ethos Energy, Informa Exhibitions, Aliaxis Group and WorldFirst Foreign Exchange.

We are proud to be a family-run business, ensuring stability and continuity for our clients. We are all experienced in implementing the SPQ*GOLD profiling into organisations ranging from small, owner-run businesses to FTSE-100 companies. You will always be dealing with an experienced, knowledgeable person.

More about Paul Waters Associates

Sales Recruitment Profiling

Filter out the people who will struggle with sales activity.

Sales Behavioural Auditing

What’s holding your people back?

Sales Improvement

Move each person’s BD activity up a gear

Technical Overview – Measure What Matters™


SPQ*GOLD® is a scientifically constructed family of limited purpose, diagnostic psychological (psychometric) inventories specifically constructed and refined over several decades to assess orientation to business business-building and /or clientele/customer acquisition behaviours and allied considerations. It is derived from the social contact impairment models formulated from decades of empirical research, field experience, direct observation and includes implementation of models such as Inhibited Social Contact Initiation Syndrome reported in Dudley & Goodson’s programmatic scientific work on (sales) ‘Call Reluctance,’ introduced in the early 1970’s and continuing uninterrupted since that time.


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Jactin House

24 Hood Street


M4 6WX


Tel: 07768888808