Sales Force Of Top Producers - A Manager's
(And Owner's) Dream -Opinion By John W.
Howard, Ph.D.
Imagine that you have a sales force consisting entirely of
people who produced like your top two performers. Do the
math. What would it mean to you in sales volume and
profitability- your income?
To provide a yardstick for measuring
your sales force, consider this: Of more than 100
businesses of various sizes and types in our sample, the
"top producer" outsold the same company's "bottom
producer" (who was still holding on to his/her job) by an
average of 5.7 to 1! The range was from just over 3:1, up
to 9:1. The chart shows the potential results of replacing
the bottom performer with a top performer in a small sales
force with a low 3:1 differential. If you've done the
math, you won't need much convincing. Wouldn't we all like
to have a sales force made up of only top producers!
Hiring a sales producer is, in
traditional methods, a very inefficient process. Three out
of four sales hires, according to our data, don't work out
at all. The new salesperson has only a 25 percent chance
of seeing his first anniversary on the job. Worse yet, of
the ones that stay, only one in 10 becomes a true "top
producer" within three years.
Sales managers relate many horror
stories on the costs of having unsuitable salespeople.
These costs include: Connecting the salesperson with a
potential buyer, only to lose the opportunity; overcoming
negative word of mouth; paying a person who just "takes up
space;" training; and the list goes on.
Why is hiring for top producers in sales
so hard? Many factors contribute, but traditional hiring
methods and beliefs are at the root of the problem in most
businesses. For decades, perhaps centuries, a popular
belief has been, "If you can sell, you can sell anything."
Unfortunately for hiring managers, research has clearly
indicated this is not the case. The ubiquitous "80-20
rule," investigated by Herb Greenberg, Harold Weinstein
and Patrick Sweeney, was reported in their book, How to
Hire and Develop Your Next Top Performer. Their
conclusion? Half of those working in sales should not be
in sales because they lack the basic characteristics of
good salespeople. Of the remaining 50 percent, half are
selling the wrong thing in the wrong place for the wrong
managers. This leaves about 25 percent producing most of
the sales.
So how can we do a better job and
increase our chances of hiring a top producer nearly every
time? Here's how:
Use hiring assessments to measure how
candidates think, learn and act at work; what careers
truly interest them; and other characteristics critical to
sales performance.
Measure top performers job by job, using
assessments to describe what really determines top
performance in this place, in this job.
Hire for fit. The better the match on
these measured dimensions, the greater the probability
your candidate will become a top performer - and it's a
better predictor than experience, education or interviews.
Build a pool of potential. Find your
next top performer now, not the next time you need another
body! Continue to improve your sales force, replacing
bottom feeders with people who fit your job.
Expand your pool. If you want to be
selective, you need lots of choices!