We have it all backwards … By Steve
Waterhouse
Yesterday I was working with a client who needed to
hire a few new sales people. He had asked me to help him
since he was not pleased with the results of he previous
searches. I asked, “Bob, what is your current process?”
and here is what he said:
First, we place an ad in the Sunday paper telling about
the benefits of the job and asking candidates to send in
a resume.
Second, we sort through the resumes to find the best
ones. We immediately toss out the ones with poor
spelling or grammar.
Third, we call the best candidates and interview them on
the phone and invite the best ones for a face-to-face
interview.
Sound familiar. That’s the problem…
It’s all backwards!!!!!!
I asked, “Bob, are you hiring this person to write
marketing materials for you?” Of course, his answer was
no. “So why are you judging them on their resume first?”
How many great sales people are rotten spellers? I am!
How many great sales people are experts at presenting
themselves professionally on paper? Very few!
Most sales people are hired to make phone calls and
face-to-face sales calls. Their strength is in their
ability to ask questions, determine needs, articulate
value and build rapport. Little of that comes through in
a resume.
So what should we do?
First, write an ad that defines the spirit and tenor of
the job and not the pay package. The people you want are
the ones that fit your company culture, not just the
ones who want to cash your checks and use your medical
plan.
Second, place the ad where good candidates are most
likely to see it. If you don’t want the random crowd
that often comes from the Sunday papers, get creative.
Instead, try the business journals or trade publications
that go to professionals or look for other niche
publications. You might catch the eye of a successful
person who was not even looking yet. We brainstorm this
process with our clients to maximize results.
Third, ask them to call you. That’s right; ask them to
make a sales call. You want to see how good they are at
getting through to you. I have a policy of rejecting all
of them just to see who has the character and skill to
overcome the first rejection. You’ll be amazed how few
do and how quickly it filters the pack.
Finally, invite them to your company for an interview.
But rather than writing an agenda for their visit, ask
them to write it. You want to see what they want to
learn and what they value. You always have the option to
add in steps that are important to you.
If you are reading this and are looking for a job,
rewrite the process yourself. Refuse to send a resume
until you have the opportunity to talk with the manager
and understand the nature of the job. Let’s face it,
your chances of winning the resume war is so slim that
it’s not worth playing.
Note: If you want our article on “10 Ways to Motivate
Your Sales Team”, send an email to article13@waterhousegroup.com
Google says that a great employee is worth 300 times the
value of an average employee. I think they are on to
something that justifies the time we should take to find
the right person. The right approach may take more time,
but it will certainly get you a better sales person.
If we can help you with your process, let us know. Our
assessments will make the job even easier. We love to
see the results of a great sales person in a great
company!
Steve
Steve Waterhouse is Principal and Founder of Waterhouse
Group (www.waterhousegroup.com), a sales consulting and
training company that helps companies dramatically
increase their sales. He can be reached at
1-800-57-LEARN or
info@waterhousegroup.com.
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