Finding Great Salespeople

Hiring great salespeople

If you thought that finding someone for a warehouse or administrative position is hard today, you may not have the fortitude to look for a great salesperson. You’re not alone – US estimates for sales position turnover range from 25% to a whopping 55% and Canada is not much different. I would bet that numbers in the less populated areas of Canada would be different not because we’re holding onto salespeople but because companies just can’t hire salespeople in the first place. Regardless of your location or business situation, demand for high performing salespeople is high and supply is low.

Where does this leave small and medium-sized businesses trying to take advantage of market opportunities in a post-pandemic world? We have a few ideas that might help you close one of your biggest deals.

Who Are You Looking For?

Chances of finding a skilled, experienced salesperson with knowledge of your industry are extremely low unless you’re stealing someone from a competitor – which comes with its own challenges.

  • Think about fit. A salesperson is also part of your team and will have to work alongside your other employees. Asking someone to join your organization who is not a good fit is not a sustainable venture for either your company or the salesperson.
  • Being an extrovert or good conversationalist are not the only characteristics of a productive salesperson. Do you need someone who can work on their own without supervision? Do you need someone who is willing to be trained? Do you need to hire someone who brings a client list with them? Be specific and thorough in your analysis to save you interviewing, or even hiring, unqualified candidates.

Who Can You Afford?

Most businesses budget for every new purchase and hiring a new salesperson should be no exception.

  • Successful salespeople know that they can make an impact so they are confident in their ability to achieve sales targets and the resulting bonuses. If you need a salesperson to pay their own way, make a compensation plan that includes both salary and performance-based bonuses.
  • Salespeople should have the opportunity to be the most highly paid employees in the company. If they contribute to increased sales, a seasoned salesperson will expect a reward. Be prepared to provide a motivational compensation package that will drive the salesperson’s activity toward your company’s goals

Look Everywhere

Great salespeople can be found in lots of places but the person you need may not currently be in a sales role.

  • Maybe you already have an employee who would make a terrific salesperson. Despite a lack of training or experience, a current employee who is an enthusiastic learner and not afraid of a challenge may already be experienced in your company and industry. Be sure to add training to the budget for hiring.
  • Great salespeople tend to gravitate to roles that have a sales element to them. People who work with the public often have the customer service experience and skill to identify opportunity that great salespeople need. Don’t be scared to pass your business card to someone you meet who impresses you with the kind of skills you need in a salesperson.

Setting the Stage for Success

Experienced salespeople will often look for existing, proven marketing infrastructure to support their work. You can both attract and retain top-notch salespeople with tools and processes that will increase their chances of success.

  • A clear understanding of the company’s customers and their buying process will make training easier and faster. The more information you have to educate the new salesperson on your customers and industry, the faster your newest revenue generator will be contributing to your bottom line.
  • Any work that can be performed by marketing tactics early in the sales funnel will free up time for the salesperson to close more deals. Lead generation, qualification, and nurturing can be performed via marketing tactics. How will you make your salesperson’s life easier and more productive?

In summary, Benjamin Franklin must have been trying to hire a salesperson for his many innovations when he said, “By failing to prepare, you are preparing to fail.”  Doing your homework will be time and energy well spent ensuring that both your company and your salesperson have the best chances for success.

Ready to hire and set up a salesperson for success?

Ready to hire and set up a salesperson for success?

Jill Sauter Blog

About the Author: Jill Sauter

Jill is a big picture thinker and Co-Founder of Bench Strength Marketing.  She sees things from a different angle and never forgets the goals of your organization.