Recruit an ideal salesperson quickly in 6 easy steps
Congratulations!
Your manager has just entrusted you with the task of recruiting a sales representative to strengthen the company's sales force.
However, there are a few complications that can complicate your task:
- It's sometimes difficult to choose the right candidate when they come from different business sectors to your own,
- Turnover is very high in sales positions.
Fortunately, Appvizer offers a 6-step sales recruitment method.
When it comes to recruitment management, whatever the position you're looking to fill in your company, mistakes can be very costly. That's why it's vital that you are aware of the 6 steps below to make sure you're recruiting the ideal talent.
Step 1: Prepare for recruitment
Before diving headlong into the search for salespeople, it's imperative that you consider two important points :
- The need to define the ideal salesperson's profile and position ,
- Knowing the objectives to be achieved by the sales person.
Defining the sales profile your company needs
Before you can recruit the right sales person for your company, he or she needs to know the market in which you operate.
In fact, this is a key factor in the selection of your sales representative. Some salespeople are extremely competent in a particular sector, in terms of the services and products they offer.
However, once they've left the area they've mastered, they may perform less well. It's therefore preferable to recruit a salesperson from the same business sector as you.
What objectives should you set for your sales rep?
The objectives you set for your sales rep must be in line with the sales he or she achieves and the amount of turnover he or she is capable of generating.
We recommend using the SMART method to define sales objectives. This means that the objective must be :
- Specific,
- Measurable,
- Ambitious,
- Realistic,
- Timed.
Once you've determined the right profile and objectives for your sales rep , you can start writing the job description.
Step 2: Writing the job description
The job description you draw up for your sales rep will paint a portrait of him or her, so that only suitable candidates apply for your vacancy.
The job description generally begins with a short presentation of the company. This is followed by a presentation of the various tasks that will be entrusted to the sales rep , as well as the salary he or she can expect to earn.
The salesperson's tasks
The role of the sales representative is to help the company grow by using prospecting and sales methods, and by developing a customer portfolio. To achieve this, he or she must carry out the following tasks :
- Prospecting, to bring new customers to the company,
- sales,
- Loyalty, by monitoring customer satisfaction and proposing similar and complementary offers.
To fulfill these missions, salespeople need to know the market in which they operate.
How much does a sales rep earn?
A salesperson's salary generally averages 50,000 euros gross per year. This sum should be put into perspective, as it depends on a number of factors :
- Seniority and experience : a salesperson's salary depends on his or her seniority. A junior salesperson is less likely to earn the same as a senior salesperson. What's more, senior salespeople, thanks to their experience, are likely to make more sales and therefore earn more commission on their sales.
- The impact of commissions on the payslip: A salesperson's salary will vary according to the sales he or she makes. A percentage of sales defined by the company is paid in addition to the fixed salary.
- Sector of activity : A salesperson working in a B-to-B sector is generally more likely to earn a higher salary than a salesperson in a B-to-C sector.
- Field and office-based salespeople: Most of the time, office-based salespeople earn less than field salespeople. Field salespeople are often required to travel, which has an impact on their salary. Beyond salary, it's often more expensive for a company to have field salespeople. Field salespeople often enjoy benefits that sedentary salespeople don't (company cars, reimbursement of petrol expenses, etc.).
Once all these elements have been filled in on the job description, all that's left is to distribute the offer via specific channels.
Step 3: Methods for distributing the offer
Use your network
The French Ministry of Labor has carried out a study showing that 55% of recruitments are made through contacts. This makes it the most effective recruitment channel you can use to recruit a salesperson.
Look in your professional circle and ask your contacts about your sector of activity. Chances are, they'll know salespeople looking for new opportunities.
In addition to being effective, this solution is free. Which is not the case with most recruitment methods.
Specialized sites
There are a number of sites where you can post job vacancies. Whether you're looking to recruit a salesperson or any other position. Some of these sites are free , while others charge a fee.
However, before you run to the free solution, you should know that most paid sites offer more features and make the recruitment process easier.
Free sites :
- Pole-emploi.fr: France's leading employment site, with a wide range of CVs and candidates.
- Apec.fr: Association dedicated to executive recruitment.
Paying sites :
- Indeed: A recruitment mastodon, it registers 7 million monthly users.
- Monster.fr: Offers a wide range of selection criteria for both employers and candidates.
- Marketvente.fr: Specializes in recruiting sales profiles.
Recruitment agencies
Going through a recruitment agency is a costly solution, but has a double benefit. They are professionals in the employment market , with expertise in a wide range of sectors.
By choosing to go through a recruitment agency to hire a salesperson, you save time while maximizing your chances of getting the most suitable candidate.
Social networks
Recruiting via social networks is an essential and much-used method for recruiters. Before choosing a social network on which to publish a job offer, it's important to know the social network well. For example, publishing a job advert on LinkedIn is not the same as publishing a job advert on Facebook.
LinkedIn is the world's leading professional social network. Widely used by recruiters, the public using this network is more receptive to the job offers you can publish.
LinkedIn offers two paid features:
- a jobboard that lets you check profiles of salespeople looking for a job directly;
- an ATS where you can multiply your ads and improve their visibility.
Facebook is the third most visited website in the world. If you choose this social network to recruit, you'll need to use Facebook Ads to optimize the visibility of your ad.
Facebook Ads lets you create sponsored ads using a sophisticated targeting method. With this method, you can reach an audience that is more likely to be looking for a sales position.
Step 4: Select potential candidates
What makes a good salesperson?
To be competent, a salesperson must combine several skills:
- Technical skills : your company's salespeople need to know your product range inside out. The more a salesperson knows about the product he or she is selling, the more likely he or she is to come up with the right sales arguments;
- Persuasiveness and perseverance ;
- Organizational skills: the best salesperson is often in the right place at the right time. A salesperson with good time management skills will ideally be able to optimize his or her relationship with the customer;
- Empathy and active listening skills;
- Knowledge of the market, products and customers.
If your candidate's CV shows that he or she possesses these skills, he or she is potentially the right candidate for you. However, a good CV doesn't necessarily make a good candidate.
Don't rely on CVs alone
A CV needs to be analyzed in detail by your recruitment department. In the case of sales recruitment, it is often preferable to include figures to determine the salesperson's potential:
- Target attainment rate,
- Ranking among sales reps,
- The number of customers added to the portfolio over a given period of time.
You can also look at the companies in which the sales rep has worked. This will enable you to see which sector the sales rep comes from, as well as getting an idea of the reputation of the companies he or she has worked for.
Once these elements have been taken into account, you'll have a good number of potential candidates to interview. This is where it all comes down to recruitment.
Step 5: Conducting a job interview
The job interview is the most important stage in the recruitment process. Dreaded by candidates, it requires optimal preparation on the part of recruiters. As the recruiter, it's up to you to conduct the interview.
Prepare the right questions
Salespeople are generally used to interviews, and have the ability to adapt to their interviewer. During the interview, take them out of their comfort zone. Ask questions to assess their performance.
Ask them a variety of questions to get to know them better:
- What do you consider to be the most important qualities of a salesperson?
- What was your target achievement rate at the last company you worked for?
- Tell me about a customer meeting that didn't go as planned and how you resolved the situation, etc.
Put yourself into a situation
Test the candidate's abilities to determine whether he or she would make a good salesperson in your organization. Put yourself in the shoes of one of your customers in your sector and test the candidate's sales fundamentals.
By comparing the candidate's sales pitch with the salespeople already working in your company, you'll be able to gauge the candidate' s abilities.
Once you've done all this, you've got the ideal candidate to recruit. However, recruitment doesn't end with the signing of a contract, but with the completion of the sales person's integration process.
Step 6: Welcoming the sales rep to your company
Sales integration
Once you've recruited the ideal sales person for your company, it's vital not to neglect their integration , so that they're up and running as quickly as possible.
A few days before the employee's arrival, inform the company's employees in advance, especially the team within which the sales rep will be working. It's important to make sure the sales person feels he or she is expected.
This means preparing all the items the salesperson will be using to carry out his or her tasks (computer, telephone, badge, login and access to company software, etc.).
On the day of the salesperson's arrival, he or she should be welcomed by the manager. It's important to take a tour of the company's premises, with a presentation of the departments and staff. This will make it easier for your new salesperson to find his or her way around.
Monitoring performance
Tracking the performance of a salesperson who has just joined the company starts with establishing his or her schedule for the first week. This helps him or her to know which direction to go in.
During this first week, as soon as the salesperson has started to find his or her feet, set objectives. You'll then be able to measure his or her abilities and determine whether he or she is a good fit for your organization.
As you've just seen, recruiting a salesperson is a series of well-defined steps. It takes time and organization. Following these steps will help you recruit the ideal sales person and reduce turnover.
Article translated from French