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How to hire and retain a sales champion

Behind every company’s increase in market share there is at least one sales champion. They’re people who understand human needs, communicate clearly, and know how to gain a buyer’s trust. Some sales champions have gone on to become very successful business owners and teachers. Great sales people are made. Anyone can become successful in selling. All it takes is the right training. Right? Maybe—but it’s not as simple as that. To make it in sales (or anything else), you must bring a big desire and a clear reason for wanting to become a salesperson.

Unfortunately, employers often overlook these inner ingredients during the hiring process. Many sales managers still make the mistake of hiring a salesperson because they were swayed largely by their resume, looks, dress, and talk. They believe this is all that is necessary to mold them into a grand producer. With just a little training, you can send them off to conquer the marketplace. When minimum emphasis is placed on what’s behind the nice suit and smooth talk, you will shoot yourself in the foot. The interview process should be your opportunity to get a holistic picture before signing them on.

How can you use the interviewing process to better know if the person sitting across from you has those inner traits necessary to make a good candidate? If great sales people are made, this does not override your responsibility as a manager to conduct a thorough and complete interview. Lacking certain basic intrinsic ingredients will guarantee that your potential sales rockstar will fail and quit soon after. And turnover is time-consuming and costly for your company.

Advances in communication and social media technology can give your sales team incredible access to analytics on your prospect’s behavior, interests, and needs. It’s useful information that can result in creating different sales strategies—strategies that can even produce higher conversion rates. However, relying mostly on analytics as your assurance to close a sale or keep a customer loyal is a trap.  

The art of selling is simple but demands superlative care and persistence. Selling is very rewarding and profitable but it’s hard work. Speak with any experienced, successful salesperson and they will tell you that without these “internal” qualities, disappointments and failures will end your career quickly. Sales success requires a deeper motivation. Sales training then becomes easier and more effective because your student brings the right stuff and willingly embraces knowledge and personal growth. Start with identifying your student’s desire level and go from there.

How can you find out if your applicant is the one you’re looking for? How can you save time during the interview process and make the right hiring decision? What are the best sales training methods? How can you retain your sales champion once you've found them?

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