Five questions to ask before hiring a salesperson
- What do you want to achieve?
Develop a clear sales plan that aligns with business objectives.
A sales plan determines where the revenue will come from and what the sales structure is. The plan determines the profile of the salesperson you need, and what operational support will be required. Lead generation and new business sales are vastly different to up and cross-selling into a customer base. In alignment with the business plan, the sales plan serves as a realistic roadmap showing ‘how’ the revenue number will be achieved.
- How will you choose the right candidate?
Develop a detailed profile of the ideal sales rep including skills, fit and behaviours.
It is essential to go beyond the CV and focus on ‘sales behaviour’ to recruit top talent. Think about the customer experience your business wants to create and ‘how’ the sales rep needs to interact. Such behaviour might be the ability to analyse customer needs accurately, design competently in solutions or control a customer sales meeting effectively.
- How will you train ‘your way’ of doing business?
Formulate a step-by-step sales process that is specific to your business.
A sales process encodes how the end-to-end buyer and seller journey works and what needs to be done to get from one stage to the next. The process also needs to determine how to accurately qualify opportunities and translate them into a robust forecast. Don’t confuse a sales methodology such as Challenger Sales with an operational sales process. Without such a guide, new sales hires will not know how to move a sale from contact to contract.
- How will you know if it’s working?
Implement operational reporting to monitor quality and quantity of sales activity.
Sales management is crucial to help salespeople succeed and drive the right business outcomes. On average, it requires three hours per week to review, mentor and coach a salesperson. Robust, regular reporting is essential to see if a pipeline is converting to revenue. Opportunity reviews and account planning increase win chances.
- How will you know during the interview process if they can ‘walk the talk’?
Incorporate situational role-plays to assess behaviours.
Traditional interview questions don’t deliver any real evidence of how the salesperson will behave in front of your customers. The interview itself is not representative as candidates are coached to give the right answers. Only realistic role-plays that simulate your sales environment will deliver evidence if they can ask the right questions, move the sale on, have strong listening skills or can apply subject matter expertise.