Every organization is different and most sell either products or provide services. Sales success is what sustains your business. Most salespeople have a preference for selling either products or services. Identifying and hiring the right salespeople for your business is one key to your success.
Many companies require sales applicants to provide a documented track record for sales of a product or services in a related industry. However there are other businesses with broader needs for salespeople who can sell ice to Eskimos. How do you determine what your specific needs are? One way is to examine your past sales successes in order to develop a sales success list. This list may be long or short. Simply ask yourself:
1. Are you business-to-consumer (B2C) oriented or business-to-business (B2B)?
2. Are you in a business where sales come from making a large number of contacts or from establishing relationships?
3. Does your business depend on first impressions (impulse) or on needs analysis (consultative)?
4. What kind of sales presentation is required? For example, is the presentation made person-to-person, over the phone, online/Internet, or ‘by appointment only’?
5. Are you dependent upon a ‘closer’ for sales, or do orders arrive as the result of contacts made during the sales process?
Now that you have determined your sales success list, use it to improve the interview, hiring and training process.
Listen, for example, to candidate’s sales success stories during your interview process and determine whether their experience aligns with your sales success list. If you are new to the interviewing process, begin by seeking proven salespeople possess knowledge of or enthusiasm for your business, products or services. Experienced individuals lacking industry or product knowledge can be trained and educated to perform, and real enthusiasm can go a long way in contributing to sales success.
Many companies provide internal sales training. This is a viable way to build your sales force and ensure your company is represented in the manner best prescribed in the training; however this can be costly and time consuming. First determine whether your business has a budget for this expenditure. Sales training may be done on site, online or in seminars. A combination of sales training programs is generally recommended.
Companies have their own cultures. Sales success requires not only hiring a person who can promote your product in the marketplace, but also one who can sell himself to others within the company. Finding salespeople who fit your business, get along with the team, and contribute to the company’s overall success with shareholders, co-workers and customers is an absolute must.
Candidates’ sales skills can be reviewed and measured in a number of ways. Resumés come first; a successful salesperson’s resumé should list detailed professional accomplishments. Next may be the sales profile; this tool provides insight into an individual’s personality, preferences and character. Profiles are designed to show one’s overall disposition to Sales, as well as other aspects related to performance, such as how one is motivated, whether one is organized, and so on. The personality profile can also provide information to assist management in supporting the salesperson on a day-to-day basis.
While this tool is helpful, it should be used as just one part of review process. It should not be the only tool used to eliminate experienced sales candidates with successful track records. In my opinion, when professional profiling is applied to a potential employee it can count for only 1/3 of the evaluation, with the remaining 2/3 split between how well the person presents himself or herself and how well he or she executes the steps in the sales process. In some cases product knowledge, industry contacts, references, and experience may be the most important criteria in evaluating a new sales person.
Working with a firm that specializes in finding Sales or Sales Management personnel for business is another excellent way to find the most suitable candidates for your company. His type of firm can assist you in discovering and evaluating your specific requirements, preparing the sales success list, and then locating the best salespeople to serve your customers and your organization. A recruiting firm may also act as a second set of eyes and ears when your business is seeking to hire talented sales candidates or to screen others.
Sales are fundamental to your business; hiring the right salesperson is essential to your continued success. It is worth investing time and energy to prepare your own sales success list. Whether it is simple or sophisticated, you can keep a sales success list so long as it is working, or make changes according to your business’ needs.
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