Building a Successful Sales Team: A Deep Dive into Selection and Training
Are Great Salespeople Born or Made?
Becoming a successful salesperson often requires a blend of inherent traits and cultivated skills. Individuals who thrive in sales tend to possess qualities such as stability, self-sufficiency, self-confidence, goal orientation, decisiveness, intellectual curiosity, and accuracy. Recognizing this, many companies, particularly in the pharmaceutical industry, invest heavily in identifying and developing these traits in their sales teams.
The Selection Process: Identifying Potential
Companies dedicate significant resources to identifying individuals with the potential for sales success. This process often involves a multi-faceted approach:
Application Blanks
While resumes provide a general overview, standardized application forms allow for consistent data collection from all applicants. This helps in gathering essential personal and professional background information, streamlining the initial screening process, and preparing for subsequent interviews.
Personal Interviews
Interviews provide valuable insights into an applicant’s personality, communication style, and overall demeanor. There are two primary types of interviews:
- Structured Interviews: These involve a predetermined set of questions, ensuring consistency and facilitating objective comparisons between candidates.
- Unstructured Interviews: These allow for a more free-flowing conversation, enabling interviewers to explore a broader range of topics and delve deeper into specific areas of interest.
Reference Checks
Contacting previous employers or references helps verify information provided by the applicant, assess past job performance, and gain a more comprehensive understanding of their skills and work ethic. This step is crucial for validating the candidate’s suitability for the role.
Psychological Tests
These tests aim to objectively measure an applicant’s mental abilities and personality traits relevant to sales success. Common assessments include:
- Intelligence Tests: Evaluate cognitive abilities such as problem-solving and critical thinking.
- Aptitude Tests: Measure specific skills and abilities relevant to the sales role.
- Personality Tests: Assess personality characteristics, motivations, and work style preferences.
Sales Training Methods: Cultivating Success
Once promising candidates are selected, comprehensive training programs are essential for equipping them with the knowledge and skills necessary to excel in their roles. Several training methods are commonly employed:
On-the-Job Training (OJT)
OJT provides practical experience and allows trainees to apply their learning in real-world scenarios. Key aspects of OJT include:
- Coaching: Experienced sales personnel, managers, or dedicated trainers provide guidance and support.
- Job Rotation: Exposure to different departments fosters a holistic understanding of the business.
Classroom Training
Formal classroom training provides a structured learning environment and allows for standardized delivery of information. Benefits include:
- Standardized Content: Ensures all trainees receive consistent information on products, policies, and selling techniques.
- Executive Interaction: Facilitates direct engagement with company leaders.
- Multimedia Learning: Utilizes audiovisual aids to enhance engagement and knowledge retention.
Disadvantages of Classroom Training
- Cost and Time Intensive: Requires significant financial investment and time commitment from both the company and trainees.
- Potential for Information Overload: Condensed timeframes may lead to reduced knowledge retention.
Electronic Training Methods
Technology has revolutionized sales training delivery, offering flexible and accessible learning opportunities. Popular electronic training methods include:
- Internet-Based Training: Online platforms provide scalable and cost-effective training solutions.
- CD-ROM and Disk Programs: Offer self-paced learning modules for individual development.
- Internal Company Networks: Facilitate secure and centralized distribution of training materials.
By combining effective selection practices with comprehensive training programs, companies can build high-performing sales teams equipped to thrive in today’s competitive market.