Chapter 5

Profiling and
Recruiting
Salespeople
Eagles don’t flock. You
have to find them one at a
time.
Yogi Berra

McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill Companies, Inc. All rights reserved.
 The Sales Manager’s job is to build a sales
force
 Locateand successfully recruit sales
people who can
–…
–…
–…
… requires constantly searching for sales
talent

5-2
Recruiting and Selection Problems
…

…

…

…

…

…

5-3
Key Laws and Regulations Affecting
a Sales Force
 …
 Federal Contract Compliance, Executive Orders
 …
 …
 Rehabilitation Act of 1973
 …
 Uniform Guidelines on Employment Selection
Procedures (1978)
 …

5-4
Fig. 5-2 Sales Force Staffing Process: Plan for Recruiting & Selection

… …
… … …

Recruit Applicants

Select Applicants
Design a System … Applicants
…
For … Against …

Hire the People

Assimilate New People into Sales Force

5-5
 Workload Analysis
Number of reps needed = Total workload in market
Workload one rep can handle
Market workload:
Customer Number of Calls Total
x =
class accounts per year calls
A 400 20 8,000
B 600 10 6,000
14,000
One rep’s workload:
Calls/day x Selling days/week x Working weeks/year = Annual workload

5 x 5 x 50 = 1250

14,000
Number of reps needed = = 112 reps
1250
5-6
 Fig 5-3 Determining the Number of
Salespeople Needed

Strategic Plans

New - Eliminated/ + Promo- + Retirements + Terminations/ = Total new

territories combined tions resignations reps
needed territories

Expansion MN and RI 2 promo 2 retirements 1 termination New reps

into Texas. Territories expected expected expected needed

4 - 1 + 2 + 2 + 1 = 8

5-7
 Content of Job Description
 …
 …
 …
 …
 …
 …
 …

5-8
 Keys to Successful Recruiting
 Candidates must understand the …and
have the proper …
 Looking at …within the company
 Constantly recruiting to develop a …
 Using the … as a source
 Offering flexible and progressive …

5-9
Characteristics of a Successful Salesman
 Ego – …
 Ego drive – …
 Empathy – …
 Sense of Urgency – …
 Assertiveness – …
 Creativity – …
 Sociability – …
 Risk Taking – …
 Abstract Persuading – …
 Sense of Skepticism – …

5-10
Fig. 5-4

Ten Traits and Abilities of Top Salespeople

Trait Related Ability
Ego strength …
Sense of urgency …
Ego drive …
Assertiveness …
Willingness to take risks …
Sociability …
Abstract reasoning …
Sense of skepticism …
Creativity …
Empathy …

Source: Erika Rasmusson, “The 10 Traits of Top Salespeople, “ Sales & Marketing Management

5-11
 Needed Skills
 Communication
– A … (the premier skill of a good sales person)
– Communicate …
 Analytical
– Breaking down a …the best solution
– Going beyond the … – get to the heart of the situation
– Asking the …
 Organizational
– Prioritize and place in …
– Understanding the difference between …
 Time Management
– … customer/selling time requirement
– Understanding the …

5-12
 Knowledge
…

…

…

…

…

5-13
 Recruiting for the Team
 …
 …
 …
 …
 …
 …
 …
 …
5-14
 Recruiting Sources of Sales Reps
Source Comment
Referrals: Candidates and position are known to person making referral. Existing
sales force is an excellent source for referrals as they know their job
requirements and can identify good matches.
Current employees Company employees know the company and its products.
Other Companies:
Competitors Competitors know the customers and are familiar with your products.
Customers Customers know your products and your company.
Suppliers Suppliers know your company and your products.
The Internet Recruits may come through the company’s own website – or through
specialized Internet recruiting sites, such as [Link].
Educational institutions Primarily used when recruiting inexperienced people. Students are
usually actively involved in a job search, and this provides an efficient
place to screen large numbers of available candidates.
Advertisements Produces the greatest number of candidates, but the average
quality is sometimes lower.
Employment agencies The agency is often more costly than other methods, but it will
do a large part of the initial screening.
Part-time workers These workers are easy to contact, readily available, and can
work flexible hours. This is a good source for in-home selling.
Voluntary applicants These applicants are interested in your firm and probably possess
a high degree of self-confidence, self-reliance, and initiative.
5-15
 Differences in Student and Recruiter Perceptions of
Fig. 5-7
Important Attributes for Selecting a Sales Position
Attributes as selected by the:
Importance
Rank Student Recruiter
1 Job satisfaction Training Program
2 Advancement opportunity Advancement opportunity
3 Company financial stability Salary
4 Recruiter shows interest Employee morale
5 Employee morale Job satisfaction
6 Fit with goals Company financial stability
7 Job Security Job security
8 Company reputation Company growth potential
9 Training program Employee voice own views
10 Company growth potential Task variety
11 Recruiter friendly Company reputation
12 Geographic location Non-monetary benefits
13 Non-monetary benefits Recruiter friendly
14 Salary Fits with goals
15 Recruiter personality Recruiter shows interest
Source: Michael A. Wiles and Rosann Spiro, “Attracting Graduates to Sales Positions and The Role of
Recruiter Knowledge: A Reexamination,” Journal of Personal Selling & Sales Management, Winter 2010,
pp. 39-48.
5-16
 Job Analysis and Description
 The Marketplace
– …
– …
– …
 The Product Line
– …
– …
 Tasks and Responsibilities
– …
– …
 Degree of Autonomy
– …
– …
5-17
 Recruiting Sources
 Within the Company
– …
– Loyalty
– …
– Available information about …

 College and Universities

– …
– …
– …
– …
– Younger and …
– Mobile
– Enjoy …
5-18
 Recruiting Sources (cont’)
 Competitors
– Veteran with …
– Customer …
– Understand …
– May bring …
– Proven …
 Other Industries
– Veterans requiring …
– Fresh perspective
– Established …
– …
 Professional firm, Other Industries
– …
– …
– …
– …

5-19