As the economy (finally) heats up, hiring managers are desperately trying to fill sales openings. Faced with stiff competition for a small pool of applicants, you might be tempted to compromise on the quality of new hires. Itโs easy to rationalize: Thanks to the pandemic, the nature of sales has changed. The role is less forward-facing than it used to be, and anyone can give a virtual presentation. Good communication skills are all a salesperson really needs.
Not so fast, says Dr. Christopher Croner.
โBefore extending a job offer to a so-so candidate, understand that filling a position with any qualified warm body, simply to plug a hole, is a recipe for disaster,โ saysย theย psychologist, sales retention and recruitment expert, and principalย atย SalesDrive, a content-rich resource center overflowing with educational articles, podcasts,ย MasterClasses, science-based sales psychology strategies, and other tools and techniques aimed at helping companies maximize their sales teamโs performance.
When you lower your expectations on a sales role, you inevitably compromise results, says Dr. Croner, who is alsoย coauthor along with Richard Abraham ofย Never Hire a Bad Salesperson Again: Selecting Candidates Who Are Absolutely Driven to Succeedย (The Richard Abraham Company LLC, ISBN:ย 978-0-9741996-1-0, $19.95).
โWhat made a great salesperson pre-COVID isย stillย what makes a great salespersonโand that x-factor is Drive,โ he asserts.ย โBecause the nature of salesย isย changing so rapidly, itโs more important than ever to be selective and hire a Driven achiever.โ
Helping clients identify top sales candidates is SalesDriveโs specialty. Its proprietaryย DriveTestยฎโan assessment based on 90 years of research on the subject as well as on the companyโs own workโisย given to candidates before they move on to an interview. Dr. Croner says Drive isย comprised of three non-teachable traits: Need for Achievement, Competitiveness,ย and Optimism. A person either has Drive or they donโt, and only 20 percent of salespeople do.
Here, Dr. Croner explains why you should resist the temptation to compromise on new hires and hold out for a candidate in that 20 percent:
A bad hire isย reallyย expensiveโฆย According to the SalesDriveย website, the average cost to onboard a new employee is $240,000. Wrong hires account for nearly 80 percent of all turnover rates in business. And when youย look at the big picture, you will see that if you onboard a bad hire to your team, you can actually see aย bottom line cost of $840,000.ย This includes the cost of hiring new employees, how much it costs to keep employees on staff, the cost of paying your employees, their severance pay when you let them go, missed business opportunities, and the potential for damage to your companyโs reputation and/or client relationships.
โฆand can even lead to the death of a company.ย An ongoing pattern of โchurning and burningโ through salespeople has a ripple effect. The presence of bad salespeople, and their lackluster performance, could negatively affect your client relationships, company culture, and bottom line. Now that competition is heating back up post-pandemic, you may not be able to recover from a bad hiring decision.
โFor younger and/or smaller companies, compromising on new hires can lead to failure even more quickly,โ says Dr. Croner. โYouโre putting your companyโs hopes, dreams, and future on the shoulders of only a few peopleโwhat happens when they donโt perform?โ
In a remote work environment, itโs too easy for bad salespeople to hide.ย Because so many roles have transitioned to remote work, itโs easier for a bad salesperson to coast. No supervisor is sticking their head into the home office to check in. Thereโs no โpeer pressureโ from coworkers in the breakroom. Low achievers can stay on the payroll for a long time before leaders realize they arenโt performing.
โThe Need for Achievement (which is part of Drive) is particularly important with remote work,โ says Dr. Croner. โSalespeople need to get up, focus, and be motivated on their own. They need to make call after call, presentation after presentation, with no direct supervision. Yes, an average salesperson might be able to give a good presentation, but if they donโt have the Drive to make those meetings happen in the first place, itโs all for nothing.โ
Technology is only as valuable as the brain behind it. (So, make sure that brain is Driven!)ย For years, technology has been squeezing the middleman out of sales. For example, people can buy insurance online; they donโt need to meet with a salesperson to choose a policy. But this doesnโt mean you can rely on tech to do all the heavy lifting; it simply means you need smart, Driven salespeople who can utilize social media platforms, apps, and websites to build your brand and attract customers.
โAverage talent doesnโt know how to do those things, or even that technologyย shouldย be leveraged to find customers, analyze data, and support sales efforts,โ says Dr. Croner. โNo matter how smart technology becomes, youโll never be able to automate Drive.โ
Similarly, soft skills arenโt enough to sustain sales success.ย Soft skills like emotional intelligence, empathy, adaptability, and active listening are certainly a plus for salespeople to possess. But on their own, they arenโt what ultimately yields resultsโso donโt allow yourself to be distracted from seeking Drive.
โYouโre probably familiar with the notion that since everyone has moved online, selling is now about good writing and good communication skills,โ observes Dr. Croner. โWhileย having these skills certainly doesnโt hurt,ย at theย end of the day, you still have to convince somebody. You still have to put yourself out there and risk rejection.โ
Holding out for a Driven candidate is worth it, because thereโs a huge achievement gap between average and high performers.ย High achievers can outperform their more average coworkers by up toย 400 percent. That kind of ROI is more than worth the extra time and effort it might take to find and hire a Driven salesperson.
โPair that knowledge with the fact that a low performer will need extra coaching and perhaps a corrective action planโwhile costing your company money in lost sales opportunitiesโand the decision to hold out for a high performer is obvious,โ adds Dr. Croner.
โYou can train a new hire on industry specifics, teach them about the sales process, and coach them on sales strategy and technique, but you canโt instill Drive where it doesnโt already exist,โ concludes Dr. Croner. โItโs the one thing candidatesย mustย already possess. If someone doesnโt have it, keep looking. Period.โ
Need a Sales Superstar? Five Tips to Help You Hire for Drive Insights from Dr. Christopher Croner andย Richard Abraham, coauthors ofย Never Hire a Bad Salesperson Again: Selecting Candidates Who Are Absolutely Driven to Succeedย (The Richard Abraham Company LLC, ISBN:ย 978-0-9741996-1-0, $19.95) ย ย ย ย ย Identifying, attracting, and hiring high-achieving salespeople requires patience and discipline,ย especiallyย given the current talent shortage. It may be tempting to fill an empty role (and save yourself time and work) by hiring someone whoโs merelyย qualified, not Driven.
Look for rรฉsumรฉs that indicate Drive.ย When you review a candidateโs rรฉsumรฉ and/or LinkedIn profile, there are a few indicators of high Need for Achievement (which is a crucial component of Drive):
โIf you need a salesperson who is ready to hit the ground running, look for two to three years of previous experience at a similarly sized company,โ advises Dr. Croner. โIf the candidate is from a larger company, consider whether their previous success was because of their own effort or because they had strong brand recognition and collateral materials in their corner. |
About the Author:
Dr. Christopher Croner is principal at SalesDrive and coauthor (along with Richard Abraham) of the bookย Never Hire a Bad Salesperson Again, which details his research and practice in identifying the non-teachable personality traits common to top producers. Dr. Croner received his BA in psychology from DePaul University and his masterโs and PhD in clinical psychology from Southern Illinois University at Carbondale. He developed the proprietary DriveTestยฎย online sales test and The Drive Interviewยฎ, both used for hiring โHunterโ salespeople. Using this methodology, he has helped over 1,200 companies worldwide to hire and develop top-performing salespeople. To learn more please visitย https://salesdrive.info. About the Book: Never Hire a Bad Salesperson Again: Selecting Candidates Who Are Absolutely Driven to Succeedย (The Richard Abraham Company LLC, ISBN:ย 978-0-9741996-1-0, $19.95) is available from major online booksellers. |