One of the most important decisions a sales manager has to make is in hiring the right sales professional for his/her team. It is critical to hire the best and not just hire to fill space, and for short term benefits but rather focusing on the long term growth and success in taking the time to hire an exceptional sales professional.
There is always a rush to fill open sales positions because without a sales person in place, there is a gap in sales. I have also seen companies skimp out on paying the revenue generating arm of the company and risk attracting sales amateurs versus sales professionals.
The cost of hiring sales amateurs is the greater revenue over time versus a low performing or troublesome sales amateur that only fills space, but might risk long term relationships with key accounts and future revenue streams. Below are some key points to remember when recruiting and developing your sales team, be aware of the dangers in hiring sales amateurs versus attracting and recruiting sales professionals.
The sales team that is suffering usually gets the most coaching from sales managers. Calculate the cost of trying to coach a sales amateur in the hopes that they will develop from a “C” player to a possible “C+” or at best “B” player. A sales team get a better return on coaching time invested with top performing and driven sales professionals.
HR NIGHTMARE AND COSTS
When you hire sales amateurs, you might have to let them go and the time it takes to get rid of a sales rep as well as the separation process and discipline involved in letting go of a non-performing sales rep. With higher turnover, comes more costs in training and waiting for new hires to get ramped up to start producing but if a focus is not in targeting and recruiting sales professionals, this cycle plays out over time and the costs add up.
THE CUSTOMER PAYS
Your valuable end customer is ultimately the ones that also suffers by experiencing bad service and not having a great solution sold to them. Business relationships might be damaged and customers might take their business elsewhere and trying to take away business is much tougher than maintaining business.
Invest in hiring the best possible sales professional and take the time to recruit and place sales professionals for long term sustainable growth and sales performance.