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Recruitment and Selection

Developed by

Edward H. Schmidt

School of Professional Sales (ESSPS)

Why is Recruiting and Selection Important?

Finding and Hiring the Right Salespeople can Avoid:

Inadequate sales coverage and lack of customer follow-up

Difficulty in establishing enduring relationships with customers

Increased training costs to overcome deficiencies

More supervisory problems

Higher turnover rates

Suboptimal total salesforce performance

Source: Ingram et al

3-Steps to Effective Recruitment and Selection

Job Analysis
Job Qualifications
Job Description
Recruitment & Selection Objectives
Recruitment & Selection Strategy

Internal Sources
External Sources

Screening Resumes
Initial Interview
Intensive Interview
Testing
Assessment Centers
Background Invest.
Selection Decision and Job Offer

Planning

Step 1

Recruiting

Step 2

Selecting

Step 3

Exercise: Job Analysis Components

List the tasks, duties, and responsibilities of a field sales person?

Tasks	Duties	Responsibilities

Step 1 – Job Analysis Planning

Job Analysis:

Identification of the tasks, duties, and responsibilities of the job.

Examples:

Tasks	Duties	Responsibilities
Cold Calling Information gathering Proposal development Customer meetings Customer information tracking. Use of CRM system Timely expense reporting Sales Forecasting Sales Reporting	Understand customer needs. Identify solutions to meet needs. Respond to customer inquiries. Follow up on customer orders. Stay abreast of industry developments.	Retain current customers. Acquire new customers. Grow base revenue.

Exercise: Job Qualification Components

What are the aptitude, skills, knowledge, and personal traits required of a field sales person?

Aptitude	Skills	Knowledge	Personal Traits

Step 1 – Job Qualifications Planning

Job Qualifications:

Identify the aptitude, skills, knowledge, personal traits, and willingness to accept occupational conditions necessary to perform the job.

Examples:

Aptitude	Skills	Knowledge	Personal Traits
Intelligence Empathy Adaptability	Rapport building Questioning Objection handling Closing Verbal skill Written skill Analytical skill	Product Competitor Industry	Extroverted Self confident Competitive Age

Step 1 – Job Description Planning

Job Description:

A written summary of the job containing the job title, duties & responsibilities, administrative relationships, types of products sold, customer types, and other significant requirements.

Example:

“The Services and Solutions Account Executive (SSE) is a full time, outside sales professional who is responsible for growing profitable customer base revenue by selling ABC’s portfolio of solutions, services, and products to both existing and prospective customers in the aftermarket replacement automotive glass segment. Specifically, the SSE will call on customers, propose solutions, close sales, manage the order flow, implement customer solution, and follow up to ensure complete customer satisfaction. This position will report to the Regional Director of Sales.”

Exercise: Job Description Components

For the sales position you are recruiting, identify the following:

Job Title:

Job Duties:

Who will he/she report to?

Products/Services to be sold?

Customer segments served?

Other significant requirements?

Step 1 – Objectives Planning

Objectives:

What does the organization hope to accomplish as a result of the recruitment and selection process.

Examples:

Gain customer market share in a particular geographic region.

Retain customer market share in a particular market segment.

Segment the sales force into “hunters” and “farmers”.

Exercise: Objectives

List 3 objectives that the organization hopes to accomplish as a result of the recruitment and selection process.

______________________________________

Step 1 – Strategy Planning

Strategy:

What is the plan the organization will implement to accomplish the recruitment and selection objectives.

Examples:

Specialize the sales force to understand a particular customer market segment (e.g., healthcare, senior care, etc.)

Re-deploy employees from other functional areas (e.g., finance, marketing, etc.) into sales.

Exercise: Strategy

Pick one of the objectives previously listed. Identify (list) 3 things that you will do to execute this objective.

_____________________________________

Step 1 Complete … On to Step 2

Job Analysis
Job Qualifications
Job Description
Recruitment & Selection Objectives
Recruitment & Selection Strategy

Internal Sources
External Sources

Screening Resumes
Initial Interview
Intensive Interview
Testing
Assessment Centers
Background Invest.
Selection Decision and Job Offer

Planning

Step 1

Recruiting

Step 2

Selecting

Step 3

Step 2 – Locating and Recruiting Job Applicants

Potential hires can be recruited using either internal or external sources
Choice depends on cost and other objectives

Examples:

Internal	External
Employee referrals Company newsletters Company Intranet Transfers from other parts of the company Internships	Print advertisements (e.g., newspaper) Online ads (e.g., Careerbuilder, LinkedIn) Private employment agencies Colleges and Universities Career Fairs and placement centers Networking at professional organizations (e.g., Sales & Marketing Executives Intl.)

Step 2 – Locating and Recruiting Job Applicants

Internal vs. External Sources

Internal	External
Advantages: Ease and speed of implementation Referrals by employees who know and understand the job and type of person best suited to fill the role. Cost effective	Advantages: Broad exposure to pool of candidates with varying degrees of experience. May draw large number of unqualified candidates. Online recruiting tools gaining in efficiency and effectiveness.
Disadvantages: May limit exposure to larger population of highly qualified candidates. Candidates may have limited experience and exposure to other sales processes and company culture. Lack of qualified candidates	Disadvantages: Costly to implement May be subject to scheduled events held only few times during year.

Exercise: Recruitment Source Selection

Based on the options, advantages, and disadvantages discussed, what 3 sources are best to recruit prospective job applicants?

_____________________________________

Step 2 Complete … On to Step 3

Job Analysis
Job Qualifications
Job Description
Recruitment & Selection Objectives
Recruitment & Selection Strategy

Internal Sources
External Sources

Screening Resumes
Initial Interview
Intensive Interview
Testing
Assessment Centers
Background Invest.
Selection Decision and Job Offer

Planning

Step 1

Recruiting

Step 2

Selecting

Step 3

Step 3 – Selection: Resume Screening -Narrowing Down the Field

Best practices for screening resumes:

Look for evidence of job qualifications

Look for continuity and gaps between jobs

Look for evidence of accomplishments and met goals

Assess level of responsibility

Assess how target compensation fits with earnings history

Assess resume appearance, completeness

Exercise: Screening Resumes

Review the 3 resumes provided to you.
Using the job description you developed, critique each of the resumes relative to:

Evidence of job qualifications

Continuity and gaps between jobs

Evidence of accomplishments and met goals

Level of responsibility

Resume appearance, completeness

Step 3 – Selection: The Initial Interview

Used as a screening mechanism
Brief interviews lasting less than 1 hour (phone, face to face, skype, video conference, etc.)
Assessment tools available include: sales function assessment (www.chally.com); online sales tests ( www.salestestonline.com)
Opportunity for both hiring manager and salesperson candidate to determine level of fit and interest (in the job and company)

Initial Interview Questions

The following is a list of initial interview questions which graduating seniors reported being asked during an initial interview with a recruiter:

What do you know about our company?

Why do you want to work for our company?

Why do you think you will be successful selling ____________?

What are you looking for in a sales career?

What experiences do you have that would prepare you for this job?

What do you like most about selling?

What do you like least about selling?

Do you have any geographical preferences?

Step 3 – Selection: The Intensive Interview

Used to get an in depth look at the candidate
Often involves multiple interviews by multiple managers and executives at the company’s location
Interview questions should be asked in an open ended manner asking candidate to describe situations or scenarios and outcomes
Use STAR format (Situation, Task, Action, Result)
Example: Tell me about a time when you had to deal with an angry customer
Example: Describe a situation where you disagreed with your manager

Step 3 – Selection Role Play Exercise: The Intensive Interview

Review the Intensive Interview Questions Guide
Select (“like”) the questions that would be most relevant to ask in a 1 hour intensive interview with a candidate for a sales position in your organization.
Pick 1-2 questions from each category.
Role play (20 minutes) with a partner. Interview him/her for a sales position.
Switch roles (20 minutes).

Legislative Acts Govern Legal/Illegal Recruiting Practices

Do Not Ask Illegal Interview Questions

Questions that reveal the following are illegal

Nationality or race

Religion

Sex and marital status

Age

Physical characteristics

Height and weight

Financial situation

Arrests and convictions

Disabilities

Exercise: Rephrase the following illegal questions

Illegal Question	Legal Question Version
Are you married?
Have you ever been arrested?
How old are you?
How much do you weigh?
Where were you born?
What other sources of income do you have?
How do you celebrate Christmas and Easter?
Do you have any physical or mental disabilities?

Step 3 – Selection: The Stress Interview

Used to see how the candidate performs under stress

Adapts to the situation

Thinks on his/her feet

Demonstrates some sales skills

Often involves a mini-role play or case scenario
Example: “Sell me this pen”
Example: “Read the case scenario that is provided to you. How would you handle this situation”

Step 3 – Selection: Testing and Assessments

Testing and Assessment Guidelines

Step 3 – Selection: Background Checking

Be wary of first-party references
Use an interview background check
Use the critical incident technique
Pick out problem areas
Obtain a numerical scale reference rating
Identify an individual’s best job
Check financial and personal habits
Get customer opinion

Step 3 – Selection: Decision

Evaluate qualifications in order of importance
Look for offsetting strengths and weaknesses
Rank candidates using Ideal Candidate Profile form (see example next slide)
If none meet qualifications, may extend search
May have to offer market bonus (signing bonus) to highly qualified candidates

Ideal Sales Candidate Profile

ISC Characteristic	Tools used to assess	Rating (0-100)	Weight	Total Score
Listening Skills	Candidate interview	80	15%	12
Follow up Skills	Assessment center exercises or simulations; Application form	50	5%	2.5
Social Style/Adaptability	Candidate interview; Social style test	75	10%	7.5
Organizational Skills	Application form; Reference checks	70	10%	7
Verbal Comm. Skills	Candidate interview	90	15%	13.5
Written Comm. Skills	Application letter; Application form; Assessment center exercises	70	10%	7
Sales Skills	Candidate interview; role play; Assessment center exercises	85	25%	21.3
Tenacity and Persistence	Candidate interview; Reference checks	65	5%	3.3
Time Mgt and Planning	Candidate interview; Reference checks	50	5%	2.5
Total	100%	65.6

Exercise: Ideal Candidate Profile

Using the ideal candidate profile chart, assign a weighting scheme based on the characteristics you feel are important to the success of a field sales rep.

Step 3 – Selection: Extending the Offer

Ask questions to understand/rank importance of candidate’s job offer components:

Salary/Compensation

Fringe Benefits

Relocation

Company Car

Allowances

Flexible working arrangements/conditions

Extending the Offer (cont.)

Gain verbal agreement on offer
Follow up with written agreement and welcome packet
Clearly specify candidates responsibilities:

Forms/documentation

Contingencies

Start dates

Attending new hire training

Etc.

Your hired … now what?

On-boarding New Hires
Retaining Sales People
Succession Planning for Sales People