Top Competencies for Hiring in Sales
I recently came across a 2015 HBR article “The Best Ways to Hire Salespeople” recently which made some interesting points on average annual turnover in sales and the replacement costs thereon.
The article talks about how companies typically spend more on hiring in sales than they do anywhere else in the firm and thus how important improving the ROI on this investment.
While it lists some quick areas to start and the methods to undertake the same, another graphic ( below) on how the sales competency requirements have changed over the past two decades caught my attention.
Beyond the 2014 timeline, I believe these requirements have undergone further drastic change and are more outward facing, requiring salespeople to be much more aware of customer motivations particularly with the explosion of information that customers are now exposed to that has raised intrinsic awareness levels all around.
I believe some of the top competencies circa 2019 are
1. Ability to lead and make meaningful conversation – requiring the sales person to not only be aware of his product and buyer motivations but also make impactful conversation that stands out against competition and builds rapport.
2. Ability to see the BIG picture – Opportunities are like the tip of an iceberg and there’s always more than meets the eye. A sales person with this ability will never be starved of opportunity.
3. Drive buying decisions – All too often customers vacillate to the detriment of the sales persons time and efforts or sometimes the sales person is too afraid to ask. No more. If a prospect is qualified, then regardless of the fear of rejection, it is imperative to ask for the order and work around the deficiencies, if any, rather than beat around the bush.
4. Positivity – A belief in one’s own ability to sell and an optimistic outlook even in the face of a few rejections. Always looking to open more doors and new opportunities.
5. Ownership & Accountability – With a whole plethora of prospecting tools out there providing MQLs, it’s up to the sales person to build on these with appropriate planned activity and drive the opportunity.
The top competencies of the past continue to become minimum requirements and today's sales persons cannot afford to be lax. They need to continuously upscale their skills to remain relevant in a competitive world.