If there is an area of sales that is desperate for remodeling, it’s the hiring process. In the security and IT industries, we run through sales people more rapidly than any other role. There are dozens of reasons for this high level of turnover: lack of on-boarding, limited time focused on coaching and developing, outdated interviewing techniques, etc. This dynamic isn’t exclusive to security and IT – all industries have a challenge hiring and retaining sales people – but it sure seems extreme in our space.
In my work over the last seven years, I’ve noticed that there is one error in hiring sales people that is committed significantly more often than all others… and it usually results in a failed hire. The number one mistake made in hiring sales people is selecting candidates because they have significant industry experience.
When I bring up this concept, I get immediate pushback: “We don’t have time to teach someone the industry” or “She knows everyone” or my favorite “He’ll bring over all of his accounts”. I can’t categorically state that these ideas won’t work, but I can state that I’ve seen them fail miserably most of the time.
If you typically choose sales people because of their extensive industry experience and have been unsuccessful in hiring sales people, then please read the following three pieces of advice.
- Create a sales on-boarding program. If you don’t have one, then you’ve narrowed your casting net by 90%. A sales on-boarding program that teaches new sales people about the industry and your company will enable you to recruit outside the space, and you’ll be shocked how much talent is out there, waiting to work in our fun industry.
- Lower your immediate expectations. The sales people I’ve seen have ridiculous success have taken a year to ramp up to par, but then they keep going for the next two to three years. Yes, it takes a year rather than a quarter, but year three and four turn into crazy, over-the-top, double and triple quota years. And that becomes the new normal. Measure KPIs from day one of employment, but don’t expect revenue for a while.
- Be willing to work more hours during their first three months. After the initial on-boarding, your extra coaching time will be balanced by less time spent doing the millions of things that a leader has to do because of untrained sales people. If you hire for skill and attitude, and on-board them, you’ll gain a ton of time each week. However, you’ll have to wait about three months to receive the dividends of your hard work. No silver bullet here – you’ll have to bust it for a few months.
The best way to break the cycle is to hire properly. It takes hard work, preparation, and a bit of anxiety. However, once you’ve got the process nailed, your sales and your life as a sales manager will both go through the roof!
