Sandler Training Offers Tips to Help Find America’s Most Wanted

Sales Representative Ranks as Second Most Difficult Position to fill for Spring Hiring
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April 11, 2012 - PRLog -- OWINGS MILLS, Md. – (April 11, 2011) – According to a study done by ManpowerGroup*, sales representative is the second most difficult position for employers to fill, only behind those associated with skilled trades. Despite a national unemployment rate of 8.3 percent**, it seems that many organizations are continuing to experience challenges in recruiting the right sales people.

The cost of hiring the wrong person in a territory can be significant. Besides the cost of hire (fees, interview costs, management time, and opportunity costs), it can take between 3 and 6 months for you to realize you have made a mistake. During those months, you're footing the bill for their salary and expenses, while they give away your market share to the competition. So how do you build a successful sales team?  

“Make no mistake, hiring the wrong person could cost you well beyond six figures,” says David Mattson, CEO of Sandler Training. “What most people don’t realize is that they might find that their ideal sales representative is already working for their company — just not in the sales function. We work with business owners and sales managers who are open to building an effective sales team by developing this talent within the organization, as well as hiring from the outside.”  

Sandler Training offers these tips for organizations that are looking for the right internal candidates to fulfill the sales function:

Create The Ideal Profile.  Create a job description and identify the primary functions of the role for which you are recruiting. Use this to develop a custom profile of your ideal candidate and accompanying hiring criteria that is specific to your type of business, the sales environment it operates within, and the level of performance you are seeking.  Most importantly, if the last five salespeople that you hired didn’t work out, challenge your hiring criteria by seeking an independent third party to help you connect the dots and establish the trends that didn’t work.  Chances are that you are hiring the same “type” of person without even realizing it. Screen candidates and score each one against that ideal profile. Make sure that the individuals you are interviewing are ready to assume the role. If they don’t fit the profile, don’t take them any further in the process.

Find the Innate Traits.  What character traits do successful salespeople possess that others do not, and how can your business decide what can be learned versus what is innate?  “The traits that are often attributed to making good salespeople may actually be traits to avoid,” counsels Mattson. “We have seen study after study refuting common misconceptions about salespeople’s personalities, such as a good salesperson is Mr./Ms. Personality — one that everyone loves; or the perception that a company has to hire from outside the company to get the talent it needs.  These may be among the worst misconceptions that companies have.” Instead, look for a person with the right qualities who can learn the sales function.  A successful sales process is a mathematical, scientific function that can be taught by training the behaviors that lead to the intended results.  If you find the right people, sales is a discipline where success can be taught, duplicated and multiplied time after time with the right training and reinforcement program.

Train and Retain. Retention is just as important as recruitment, and you need to ensure that your best salespeople are fully on board with recruitment decisions that will impact their team. Be sure to involve them in the interview process. Additionally, ensure that all new sales team members are provided with advanced training that equips them with the tools they need to do their jobs and outlines what behaviors and actions they will need to be successful. This will benefit the entire sales team and will help you retain the right people.

About Sandler Training
Sandler Training offers customized recruiting and training solutions that help companies identify, train and equip their salespeople for success.  Sandler Training is the leading provider of sales and management training, with over 250 licensed trainers in 29 countries. The company provides a full range of sales and management training programs, with powerful coordination and customization benefits throughout its extensive franchise network. Among its many achievements, Sandler has been awarded the #1 ranking for training programs in Entrepreneur Magazine’s “Franchise 500” nine times since 1994, most recently in 2010. The company website is located at Follow Sandler Training on (Sandler Training), at Sandler Training, and at Sandler Worldwide on

*ManpowerGroup’s sixth annual Talent Shortage Survey
**United States National Bureau of Labor Statistics, Jan. 2012;

Contact: Melissa Watkins
Public Relations
Bergman Group for Sandler Training
(804) 402-5316
Source:Sandler Training
Tags:Sales, Business, Hiring, Franchise, Training
Industry:Sales training
Location:United States
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