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Sales Recruiting in Today's Economy

Jobfox released its hiring report this past summer and listed Sales Representative as the most recession proof career. In a similar study conducted annually by Manpower Inc. reporting on the most difficult job to fill, sales representative topped the 2006 and 2007 list and slid to second place in 2008.

Do you know the actual cost of hiring a new sales professional? Do you know the cost of failing to replace a sales person who is not generating revenue? How long will you hang on to non-performing sales representatives? Do you believe it's better to keep a low performer than replace them?

Now that we have entered another economic downturn and companies are reducing expenses, it is important for the sales division to maximize its profitability. One of the best methods of reducing costs is to revisit your existing hiring practices.

In many organizations the task of recruiting sales people is given to the HR department or sub-contracted to outside recruiting firms and placement agencies. When times get tough and budgets get slashed this option may not be possible and sales management must once again take on this crucial role.

This is good news for sales professionals who can deliver revenue in a troubled economy but its bad news for companies that need to hire. In an economic downturn good sales people are less likely to change jobs. Better the devil you know so to speak. This trend will require companies to improve their recruiting methods with less money and fewer resources.

We all know the term broadcasting but today more than ever companies need to focus on narrowcasting when recruiting. When you place an ad in a newspaper do you know how many target readers you are going to reach and your response rate? Do you track the results with the same diligence as you would monitor an advertising campaign? The same applies to the mega job boards. Your job posting can get lost in with the hundreds, if not thousands, of competitive and non-competitive ads.

If you are in business to business sales, why would you spend money on a job posting that gets mixed in with hundreds of B2C, retail and MLM sales positions? The companies running the on line job boards or classified print ads consider sales as a single marketplace, where in actual fact combining B2B and B2C sales is in their best interest, not yours.

The same applies when you are hiring recruiters to find sales staff. Are they a firm of successful sales people who only provide niche business to business sales recruiting or is it a firm that hires people to sell you on their sales recruiting services? Many recruiting firms simply cull through the resumes listed on the main job boards, contact the candidates, conduct brief interviews and pass along the resume to their clients. You just spent 10 to 20 percent of the first year compensation package on someone searching through a resume database. Ouch!

The other option is for you to search the on line resume databases yourself. This can take hours and hours of wasted time to discover that no one matches your requirements. Recruiters and companies constantly complain about the lack of qualified potential candidates, the time it takes to pour through the out of date resumes that in some cases are over two years old, and the up front costs required to search these databases in the first place.

Given the time and investment required in these recruiting methods, it is a common mistake for management to "settle" on a less than qualified candidate just to fill an empty territory as quickly as possible. Or even worse, sales management will hang on to a non-performing sales person believing it is better to accept the "status quo" rather than trying to hire a new, more productive one. This lack of decisive action reinforces the wrong message to your sales team and creates more problems than it solves.

All too often you hear about companies with "churn" rates of 50 percent sales staff turnover. In some cases sales managers and HR departments report that 80 percent turnover of new sales reps is not only considered the norm, it is considered acceptable. A sales organization cannot be allowed to think that this will be tolerated, especially when we are facing tough economic times. When you add in the loss of sales opportunity, management time, training costs, damage to customer good-will and employee morale, you have created a huge negative impact on not only your organization, but also your customer base.

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