How to hire a sales person

DEDHAM, MA - SEPTEMBER 30: AT&T Area Retail Sa...

So…you’re ready to hire a sales person in Denver, or any where in the universe?  Would you allow me to give you a few tips?

I have hired hundreds of outside sales people as well as business development managers for a wide range of industries including, Telecommunications, Internet, I.T., Semi truck repair, Commercial linen services, and Hospitality.  The combined revenue generated by those sales professional would probably be in the 275 million dollar range over the last 15 years.

Here is the number one factor in sales success. Ready?  (drum Roll)

Making your service or product irresistible to buy (or as close as you can).  Read the blog to about this by clicking on the sales tips link that follows and then we can move to the actually hiring tips. Sales tips I know, that’s not what you’re looking for.  But, I rarely give the answer one might be looking for when it relates to sales and business in generally. I don’t know all that much, but I do know if you listen to the masses, you will be one of them.

I am going to assume you read the blog I linked to, written by an amazing sales manager and guru, and a pretty handsome guy (Me). Stop chuckling, and lets get to the reality of hire a sales rep.

Number 2 on the list of having a successful sales program (yes I change the title now and then).  Having a great sales manager who is going to manage the sale person(s). You were expecting training or role play?  Nope,  hire a great sales manager and make your product irresistible,  much more effective  than training and role play.

I have talk to many business owners  who’s sales program failed when they tried to manage the sales team directly.The reason was they have no sales experience. Most sales professionals need,  and I don’t use that word with out reason, so I will repeat it, NEED  an experienced leader. Sales is very different than most the other skills sets you will find in your company, and takes a completely style of leadership.

The challenge for the vast majority of small businesses is they can not afford a sales manager, and a sales person. Many don’t have the budget for a full time sales professional. I think the first step in overcoming this is to work on step one, making your service or product irresistible. If you can move your product from “just another________ <-  add your service in the blank, to a business that offers unique and very compelling features and benefits, you have made a big move up the sales ladder. You can then start using inbound marketing tactics to  find new revenue. The great thing about people calling you about using your service is you don’t have to be a sales pro to sell to them.

How do you make your service unique and compelling?  We can go into much greater detail, and have, on another blog, but the very basics are:

Understand what your prospects want.  Do not try to sell anyone what they need. People rarely buy the lowest priced car, yet what they need is transportation. Get it?  People and companies buy what they want, not need.  So make a list of what your best prospects want.  Start with area’s out side of the normal list, like price, and service.  Drill down.  What does service include? Here are areas that you can make unique.

Communication. How will you communicate with your clients.

Schedules: How will you document the delivery of your service.

Return on Investment: How will you track the R.O.I. of your service or product for the customer

Lifetime value: How will you continue to give value to your customer after the first project is completed?And you can add many many more.

The next area to look at is what do your prospects fear when buying your service? Fear is what stops more sales than any thing else. Ask your current clients what they feared when making their decision on buying from you,  and then,  make guarantees, or develop clear systems, that insure those fears will not become reality.  Dig deep here, you may be surprised at the answers  you get.

Once you have accomplished the above, you will sell more, and can then afford to hire a sales person who will be far more successful than they would have been with out the work and changes you have made.

I will follow up with more on this in future posts. As you may imagine, our company does have a solution for you if you are thinking about starting a sales program. Look at our business development program.







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3 thoughts on “How to hire a sales person”

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