We need help hiring the right salespeople. We’ve made hiring mistakes in the past. They’ve cashed paychecks but didn’t deliver enough to pay for themselves. Our last guy’s inability to make progress got to be very frustrating. I know I can’t do all the selling. I know we need a strong business development person but, frankly, I’m discouraged to try again and risk another failure.
Thoughts of the Day: Many business owners say that hiring the right salespeople is one of the hardest jobs they have to handle. Know who you want, and who you don’t want. Be willing to make mistakes. Have a system to dig deep when looking at candidates. Don’t weed out the good candidates because they’re challenging. Once you figure it out, the payoff is a company that grows year after year.
Hiring the right salespeople
Robust sales activity, not dependent on the owner, is essential to any thriving, well-run business. That said, building a sales team can be challenging. The owner is often very dominant in the sales process. Interviewers may focus on the possibilities of what they see and overlook the facts of what a candidate is or isn’t willing to do. It may not be clear what the next sales hires should be focused on doing. And salespeople can be good at selling themselves in the interview process – even if it’s not the right fit.
Start with a clear understanding of the job requirements. What would most benefit the company right now? Leads to new business? Is expertise opening up a new vertical? A better understanding of prospect needs? Proposal writing? Closing? Nurturing and expanding existing accounts? Each of these requires different skill sets, attitudes, and behaviors on the part of the salesperson.
Lead generators have to have good connectors and networking skills. A thick skin, a positive outlook, and an absolute focus on doing whatever it takes to meet goals is essential. They’ll have to deal with a lot of rejection and meet a lot of people to find the prospects they need. Curiosity and liking people are good traits for this group.
Have a solid vetting process
Opening a vertical is best done by someone with previous connections in your business segment. It’s easier to get started if the salesperson knows the language and people within that sector. Look for someone already doing business with contacts, even if it’s selling something entirely different.
If your salesperson will be doing proposal writing, ask for a writing sample. Check on math skills because putting together a proposal includes submitting and negotiating accurate pricing. Find someone who can solve problems, make practical suggestions, manage a timeline and prioritize.
Closers need to demonstrate good instincts at reading a situation. They have to push for feedback, and the know-how to verify the feedback is correct. Closers are okay with hearing, “no”. They think that every “no” brings them one step closer to “yes”. Closers also understand the difference between closing every deal and knowing which deals to cut loose.
Account managers use good communication and problem-solving skills to understand and meet client needs. They like asking for referrals and connecting people. When hiring the right salespeople, look at those that may not be great at opening doors with strangers. Those that consistently follow up with someone who gives them an introduction could be strong contenders.
Attract the right talent
When hiring the right salespeople, like any other part of the business, expect to make a few wrong turns. Clear accountabilities make it easier to know if things are on track. If things aren’t working out be ready to move on to the next candidate. Keep building the pipeline of candidates until you’re sure you have a winner.
Consider testing applicants to get a good read on attitudes and behaviors. Carefully check on backgrounds. Watch out for people who move on every year or two. Ask clients to meet finalists and give you their opinion.
Expect sales candidates to be hard to manage. They should exhibit prospecting, qualifying, and closing skills. Expect them to be impatient. They’ll want to speak to the head decision-maker right away. They should push back when things don’t go their way. Great follow-up skills are essential. Whatever you do, don’t make it easy for them to sell themselves, make them earn it.
Just as frustrations with not hiring the right salespeople can make you more hesitant, success tends to breed more success. Getting one or two good salespeople on board will make it easier to recognize the next one. Keep at it.
Looking for a good book? Sales Recruiting 2.0; How to Find Top Performing Sales People, Fast, by Elliot Burdett and Brent Thompson.
