Why Performance-Based Recruiting Produces Top Sales Performers

Many recruiting ads and job descriptions include "knockout factors" that can actually screen out qualified sales candidates. One example is a requirement that candidates have an undergraduate degree, a graduate degree, or a degree in a specialized field of study such as Engineering. Another example is a requirement that candidates have a minimum number of years of sales experience.

When my customers' recruiting ads and job descriptions include these types of knockout factors, I like to have a little fun with them. I say something like: "(Name), imagine that I have two candidates for your sales job opening. One of them has both the college degree and the five years of sales experience that are listed as minimum requirements in your recruiting ad. The other candidate doesn't have a college degree, and she only has two years of sales experience. But, she has relationships with dozens of C-level executives that are good prospects for your company's products and services. She could easily book fifteen appointments during her first week on the job. Which candidate would you prefer?" As you might expect, my customers always choose the candidate with the relationships. That is when I have to deliver the bad news: "(Name), unfortunately you will never see this candidate, because she is being screened out by your knockout factors!" If you want to improve the overall quality of your sales candidate pool, shift your focus away from education and experience and toward performance-based measures. How will you measure your new salespeople's performance during their first thirty, sixty, ninety, and 180 days? What activities will you expect them to perform? What results will you expect these activities to produce, and in what time frame?

Here is an outline for a recruiting process that focuses on performance-based factors:

  • Write a Performance-Based Recruiting Ad: As you construct your ad, consider the following questions:
    • What kinds of companies or organizations are good prospects for your company's products and services? Your ad should state a preference for job candidates that have existing relationships with these kinds of companies and organizations.
    • Who are the most productive people (job titles) for your salespeople to call on? Your ad should state a preference for candidates that have existing relationships with people that have these titles, and/or a proven ability to prospect successfully to people at similar levels.
    • What specific sales production (such as pipeline dollar volume, sales dollar volume, etc.) do you expect your new salespeople to produce during their first 90 days? Make this expectation crystal clear in your recruiting ad!

  • Scrutinize Resumes for Accomplishments: Smart salespeople know that results sell. When these salespeople prospect, they talk to potential prospects about the results their companies have produced for customers. When they write resumes, they write about the results they have produced and their other accomplishments (awards, recognition, etc.).
  • Conduct Telephone Screening Calls: For candidates that have interesting resumes, schedule a 20-30 minute telephone screening call. This will give you an opportunity to ask performance-based questions related to two critical performance factors: the candidate's relationships and their prospecting activities. Here are sample screening call questions:
    • Who do you know that might be a prospect for our company's products and services?
    • What relationships do you have that could be leveraged for appointments during your first few weeks on the job?
    • What activities do you typically include in your prospecting plan?
    • What percentage of your time do you spend on each activity?
    • What results have these activities produced for you in the past?
    • How long did it take before you started making quota consistently in your current job?

  • Assess Qualified Candidates: For candidates that pass the telephone screen, gather objective information about their talents via specialized sales assessment tests. The most effective sales assessment tests go beyond personality and behavioral traits and examine attributes such as Learning Rate and Reasoning Ability.
  • Conduct In-Person Interviews: Now you are prepared to conduct thorough, performance-based interviews. Why? Look at the information you have collected! For each candidate that you are going to interview, you should have in your hands:
    • A resume that lists key accomplishments
    • Performance-based information collected during a telephone screening call
    • Objective information about talents critical to sales success

    If you ask performance-based questions and clearly outline your expectations for new hire sales performance, you will attract fewer poor candidates, as some will de-select themselves. You will also attract more strong candidates, as they will no longer be screened out by invalid "knockout factors". The end result will be a steady improvement in the overall quality of your sales organization.

    Copyright 2005 -- Alan Rigg

    Sales performance expert Alan Rigg is the author of How to Beat the 80/20 Rule in Selling: Why Most Salespeople Don't Perform and What to Do About It. To learn more about his book and sign up for more FREE sales and sales management tips, visit http://www.8020performance.com.

    In The News:

    Seven Reasons Why A Sales Manager Can Fail  Radio & Television Business Report
    JT Eaton promotes division sales manager  Pest Management Professional magazine
    4 Reasons Your Sales Training Fails  Business 2 Community
    ON THE MOVE  The Elkhart Truth
    People in Plastics  Plastics News
    Getting Social with Associate Professor Dan Ladik  Seton Hall University News & Events
    Bucks, Montgomery County business achievers  Bucks County Courier Times
    Sales and Marketing Management  Business 2 Community
    Branch Manager - Amherst  Built In Austin

    Disclosure Laws Favor International Terrorists

    The Federal Trade Commission has rule that are supposedly in... Read More

    Sales Plan? Whats a Sales Plan?

    In the past, if you said the word "plan" to... Read More

    The Product or the Sale

    This is a quandary not unlike the chicken or the... Read More

    Your Extended Shadow And Successful Sales Management

    In a small midwestern town, the local high school of... Read More

    Building Trust For Lifetime Success

    Trust.One word.One very powerful word that can increase both first... Read More

    Retail Operations - Effective Branch Manager Support and Guidance

    Performance and behaviour management is by far the most difficult... Read More

    We Will Make It Back----- A Fictional Story Based on Fact About Sales Management Success

    Bill Borders stepped up onto the podium. He had just... Read More

    Ten Awesome Ways To Incease Your Sales In Holidays

    Everybody thinks that the businesses will slow down a bit... Read More

    The Achilles Heel of Management Coaching

    While heading home at day's end, you begin reflecting on... Read More

    Speed-up Your Sales Cycle

    This week's article is my response to a question by... Read More

    Increasing Sales by Using Coupons - Will it Help Your Business?

    Increasing Sales by using Coupons. Will it help your business?... Read More

    How to Maximize Account Penetration and Jump-Start Sales

    Maximizing account penetration is one of the most critical functions... Read More

    Snowflakes Improve Holiday Sales

    Snowflakes are beautiful!For the Winter Holiday sales season handcrafted snowflakes... Read More

    How to Keep Projects From Spinning Out Of Control

    Are you involved in projects that seem to go nowhere... Read More

    How to Improve Your Management Procedures Usability

    Are your people consistently following your procedures? Each year, organizations... Read More

    The Spirit Of Change

    A Highly Conscious Approach To Business Management. For more on... Read More

    The Boss from Hell: Quick to Criticize, Slow to Praise

    So you have a boss who dumps all over you... Read More

    A Real CRM Strategy or Just Tracking Customers?

    Exactly what is CRMThe idea itself is nothing new; its... Read More

    What Is A Proposal? And Why Do You Need One?

    Do you know anyone who regularly wins bids? Or can... Read More

    Investing in Your Sales Team

    While there's no easy answer to this question, there are... Read More

    100% Commission Equals Zero Percent Control

    The temptation to use straight (100%) commission plans never goes... Read More

    Outsourcing the Sales Function

    Small to medium companies that want to increase sales or... Read More

    Sales Marketing: 12 Sneaky Tricks To Help You Outsell Your Competition

    Business can be like war sometimes.You may have to fight... Read More

    Effective Sales Territory Management

    How you prioritize your sales territory management activities depends upon... Read More

    Beyond the Golden Rule

    There are several types and sub types of people in... Read More