BY C. Lee Smith
If you’ve been using friends and family members to source candidates to fill your open sales rep position, the results may not have been what you wanted. You’ll get better results by setting up a formal sales hiring process.
The Sales Hiring Road Map
Sticking to a formal process will help you maintain control over how you spend your recruitment budget. Equally important — you’ll have more say over who gets interviewed and who gets hired. Here are the suggested steps in a good sales hiring process.
- Write the Job Description
- Recruit in the Proper Channels
- Screen the Resumes
- Use Assessments
- Interview the Candidates
- Evaluate Mock Demos
Let’s take a look at the details to consider in each step.
Write the Job Description
When you have an opening in your sales department, take advantage of the opportunity. Some of your current reps might want to change their responsibilities or their accounts. Make the changes that seem appropriate.
Keep in mind that our latest research shows 48% of sales reps want the ability to learn new things at work. You should also know that 39% of sales reps are actively looking for another job. If you can change their responsibilities to improve their work lives, you may be able to retain them.
Every time a position opens up, you have an opportunity to shape the job. Write the job description for the new person based on what your department needs. You may be recruiting for a sales rep with expertise in business development. Or you might want to add someone with a sales engineer background who can support the rest of the team.
Be clear about what you’re looking for. This strategy will help you attract candidates who are a good fit for the position.
Recruit in the Proper Channels
There’s nothing wrong with networking when you’re searching for talent. If you use your own network and employee referral program, be wary of the halo effect. A highly praised candidate may be doing well in another organization. But that doesn’t mean they will do well at your company.
Cast a wide net with recruiting to find candidates who have the skills you need, instead of those who have the right connections.
Screen the Resumes
In some industries and during some parts of the economic cycle, businesses will be flooded with applications for open positions. These days, it’s easy for candidates to send their resumes to be considered for dozens of open positions.
Be prepared to screen resumes quickly. Look for candidates who have the kind of experience you’re looking for. Candidates who have personalized parts of their resume or application to match your stated requirements may be worth a second look.
Use Assessments
At this point in the perfect sales hiring process, managers begin to invest significant time. You can improve your efficiency by asking candidates to take a sales skills assessment. Currently, around 45% of sales managers use sales skills assessments. The TeamTrait assessment also contains an AI-readiness portion which is particularly relevant as technology is impacting the traditional sales role.
When to Use Assessments
Ask candidates to take an assessment before you set up a formal in-person or video interview. This tactic serves two purposes. First, you’ll know whether your candidate is serious enough in the position or not. Second, you’ll have assessment results to use during the formal interview.
Interview the Candidates
Few candidates will be a perfect match for your open position. Your job will be to find the person who is the best fit. Candidates are typically on their best behavior during an interview. And they will say what they think you want to hear.
Using the assessment results, ask specific questions about details that concern you. If you’re looking for a discovery superstar, but your candidate’s assessment shows mediocre scores for that sales skill, dig deeper. Some individuals just need skill development, especially in the form of sales coaching. When assessment results show that a sales rep is highly coachable, and when you don’t mind coaching, your department may benefit from such a hire.
Evaluate Mock Demos
A sales rep’s success often rides on whether they can give a good presentation or demo. Put your candidates through this test. The content of their demo will show how well the candidate has prepared. Does their proposed solution address the key pain points you described when you gave the assignment? Do they possess the right energy level and demeanor to fit with the clients who typically buy your products?
The Best Sales Hiring Process
The best sales hiring process requires taking multiple steps, in sequence. You’ll likely need to tweak parts of this process to make it work for your organization. After you onboard each new hire, take time to reflect on what helped and what slowed down your process. Make adjustments before you need to hire your next sales rep.
Photo by Alex Green on Pexels.
