Sales profiles are undoubtedly important for a company. They are brand ambassadors and carry the company’s values. They also have a significant impact on the figures. Recruiting a sales profile is therefore a very specific process.
SELECTION: digging deep from different angles
Assessing a candidate’s knowledge during a selection process is relatively easy. We are able to recognise an accountant or IT expert who knows their job. But for sales profiles, skills and attitude are more important than know-how. Does a candidate possess social skills such as empathy, are they motivated, do they have charisma? As a company ambassador, it is also important to know whether they have the right values and position themselves correctly. All of this is difficult to grasp within a conversation.
An in-depth approach is therefore worthwhile. There is a range of tools to carry out a nuanced assessment: in-depth interviews, personality tests, practical tests in the form of a case study, etc. The overall analysis of the results allows for a better understanding of the candidate. During an interview, they may appear self-confident, but seem less comfortable during a sales simulation. This is not surprising – a sales profile is used to selling themselves. A sharp eye, a staged approach and a time investment are essential for a recruiter.
Because experience shows us that certain capabilities and the right attitude can compensate for a lack of knowledge, the recruiter must keep an open mind. One must be able to look beyond education and professional experience to broaden the possibilities of finding a good candidate. And through intensive training, a good candidate can become an excellent salesperson.
RECRUITMENT: the scarcity of sought-after profiles
There is an imbalance between supply and demand for sales profiles: there are not enough good candidates to fill the open positions. The explanation is multiple.
First of all, sales functions in our country are not necessarily popular. Sales is rarely considered a noble profession and salespeople are often viewed with suspicion.
Furthermore, companies are very demanding. A sales representative is ideally a jack-of-all-trades with the right attitude, knowledge and skills. They act proactively and persistently. Sales has become more complex over the years and this has only increased employers’ requirements.
Moreover, any salesperson recognised as a good seller will quickly be promoted to a position of Sales Manager or Sales Director, or will become self-employed and out of reach. The available sales profiles do not meet the high expectations and will need a lot of support from the potential employer.
Marc Diamant.
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