Author: hiredna

Company culture is a term you constantly hear thrown around these days. So much so, that it can feel a little diluted at times. But the fact of the matter is that company culture is incredibly important and impacts a multitude of different aspects of your business. 

Some are more obvious like philosophy, mission, and overall management style. But some areas are more subtle, with recruiting being a prime example. In this post, I’ll explain why having a fully developed company culture is vital in our current recruiting landscape and offer strategies on how to go about doing so. 

A Fascinating Data Point

In G2’s list of 62 recruitment statistics, they provided some interesting data regarding company culture and recruiting that caught my eye. The main stat I want to point out was that “73% of job seekers won’t apply to a company unless that company’s values align with their own.”

In other words, nearly three out of four prospective salespeople will pass on your company if you’re not on the same page in terms of company culture. And it’s understandable. Given the high level of competition there is and the current talent shortages, it’s a candidate’s market — not a recruiter’s. 

With so many options available for elite candidates, most don’t want to work for a company that’s not a cultural fit. And I can’t say I blame them. It’s like trying to force a square peg in a round hole, and savvy candidates know that friction will likely arise if they work for the wrong company. That’s why they’re so selective about who they apply with.  

Further Compelling Data

But there’s more. G2 also notes that “93% of employees mention company culture in reviews on Glassdoor, indicating just how important it is to them.” This illustrates even further how big of a deal company culture is, as it’s one of the most commonly discussed areas when employees leave reviews. 

Beyond that, data suggests that company culture is especially big with younger candidates. In fact, “65% of millennials value company culture compared to 52% of people 45 and older.” So, if you’re specifically targeting the younger demographic with your sales recruiting, this will especially be of interest to you. As more baby boomers and Gen Xers phase out of the workplace, having a fully developed company culture will become even more important for winning over top young talent.  

Now What?

At this point, we’ve established just how important company culture is from a recruiting standpoint. But what exactly does this mean you should do about it?

It’s simple. Take the time to completely develop your culture if you haven’t done so already. While there is a myriad of factors that contribute to culture, this graph highlights the core hard and soft elements. 

Hard elements include:

• Strategy where you determine your game plan for addressing current and future challenges
• Structure where you decide how work is divided, which teams handle which tasks, and how different teams communicate and collaborate with one another
• Systems that make up both formal and informal processes

Soft elements include:

• Values and philosophy which include norms and overall management style 
• Staff which includes employee development, how you go about giving feedback and accepting input, and how you evaluate employee performance
• Skills which are the core competencies that make your company strong and stand out from the competition
• Shared values which are the set of beliefs your business prescribes to 

Like most companies, these are all things you’ve likely given some thought to. However, you may not have given each element the level of attention it truly deserves. Following this template is a good starting point and should ensure you cover all the bases. 

Beyond that, I suggest looking at a couple of guides that really go into great detail on creating a company culture and optimizing it. The Company Culture Code Template from HubSpot is one I highly recommend. It walks you through the process step-by-step and offers an actionable game plan for getting the absolute most from your company culture. Note that you have to sign up to HubSpot’s email list to access it, but it’s completely free. 

The other resource is A Guide to Organizational Culture by Gallup. Here’s what it covers. 

This guide has an easy-to-follow format that helps you better understand company culture, fix minor issues before they become major problems, and ultimately build your ideal culture. 

Attracting More High Caliber Job Seekers

Most businesses know that company culture is important from a general operations standpoint. But I don’t think everyone fully understands the connection between culture and recruiting. 

With nearly three-quarters of job seekers saying they won’t apply with a company if it’s not a good cultural fit, this shows firsthand how essential it is to 1) properly develop your culture and 2) refine it so you’re a top contender in your industry. Doing so should give your company a significant recruiting edge and help you stand out in today’s saturated market. 

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Salesperson retention has historically been a pain point for many companies. But the issue has been exacerbated recently due to the impact of COVID and widespread talent shortages. 

With retention rates hitting a record low in 2020 and 87% of HR experts considering retention to be one of today’s top priorities, it’s definitely an area most companies will want to address head on. The question is, exactly how should you go about it?

While there are a wide array of tactics that can be used, here’s one particular strategy that can increase salesperson retention by a staggering 41%. 

Drumroll…Hire Internally 

According to research, pound for pound the number one thing you can do is take strong initiatives to hire internally. A study from LinkedIn found that creating a culture of internal mobility is often the best way to keep your top talent around for the long haul. 

“Our data shows that employees stay 41% longer at companies that hire internally compared to those that don’t,” explains Mark Lobosco, vice president of talent solutions at LinkedIn. “As companies continue to experience the benefits of internal mobility, we’ll begin to see it shift from an ad hoc solution to an essential corporate strategy.” 

To add a bit of context, this quote was taken from an article about 2021 recruiting trends where experts gave predictions on the direction they believed businesses will take post-pandemic. And I think he really hit the nail on the head. The numbers speak for themselves, with salespeople staying, on average, 41% longer when given a chance to move up the company ladder. But what I found really interesting is that we’re seeing a new mindset where businesses no longer do this on an ad hoc basis out of necessity, but strategically make this part of their overall recruitment strategy. 

And it totally makes sense. Given the current recruiting landscape where high level reps are at a premium, we can see why a growing number of companies want to recruit from within and build a framework that positions salespeople to grow. “This will lead to HR and L&D partnering closer than ever before to better understand existing skill sets, address skill gaps in their organization and build more robust internal mobility programs,” Lobosco adds. 

Unpacking This Trend Further

Generally speaking, there’s a correlation between length of time at a job and lower retention. This graph shows that one year after being hired, a salesperson has a 76% chance of still working for the company. But that likelihood steadily drops, until after three years, they have just under a 50% chance of remaining, and after five years, it’s only 38%. 

That’s bad news if you’re trying to build a tight, cohesive team of sales rock stars because, based on these figures, barely over a third will still be with you after five years. If, however, you focus on internal mobility, your chance of having a solid team increases considerably. For example, LinkedIn states that “employees who were promoted within three years of being hired have a 70% chance of staying on board,” while “those who were not promoted and who did not change jobs internally only have a 45% chance of remaining.” 

By examining this data, there’s no denying that internal promotion boosts retention — and it does so by a significant margin. So if your company has been plagued by chronic turnover or has suffered from the backlash of talent shortages, I suggest making this a key strategy moving forward. While it’s not always realistic to promote every single rep — especially the mediocre performers — it’s certainly worth the effort to give top talent advancement opportunities. 

One Last Important Point

You probably have a general idea of why internal promotion increases salesperson retention. Reps are naturally more likely to stick around for longer when they know there’s the opportunity for career advancement. That’s pretty obvious. 

But is there anything else to it? It turns out there is. 

Roy Mauer, online manager/editor of SHRM mentions that employee empowerment also factors into the equation. “Employees also stay longer at organizations perceived to be places where workers have influence,” he writes. “After three years at one of those employers, there’s a 47% chance of retention, while employees at companies viewed as less empowering only have a 35% chance of still being there after three years.”

The takeaway here is that salespeople like to feel they genuinely have a level of control over their own destiny. Otherwise, it’s easy for them to become disengaged, where they, in turn, are more likely to explore other career opportunities. 

In terms of specific ways to empower employees, here are a few ideas:

• Create a continual communication loop where you provide them with feedback and encourage them to share their feedback with you
• Keep them in the know on future plans
• Always be willing to listen their ideas
• Double down on employee recognition

Here’s a helpful diagram for more guidance. 

Thriving in a Turbulent Recruiting Climate

Sales recruiters have their work cut for them. The combination of COVID, talent shortages, and record low retention have created some real difficulties. But it’s by no means an issue that can’t be overcome with the right strategy. 

Establishing a culture of internal mobility where you hire from within whenever possible can have a dramatic impact on salesperson retention and increase it by as much as 41%. This along with empowering reps should ensure you maintain a strong, highly skilled team that’s poised to thrive no matter what happens. 

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I probably don’t need to tell you how competitive modern sales recruiting is. Companies are constantly jockeying for position to find top industry talent and maintain an edge over other brands. A big part of doing that successfully is staying creative with sales recruitment marketing, continually looking for new ways to appeal to high-level salespeople and motivate them to apply. 

One trend that’s emerged as of late is employee stories, which is a simple yet potent strategy when executed correctly. In this post, I’ll explain what employee stories are and why they work. I’ll also include real-life examples to see what employee stories look like in action so you’ll know how to inject them into your sales recruitment marketing to win over top candidates. 

Let’s jump right in. 

What Exactly Are Employee Stories?

Simply put, they’re “digital stories narrated through videos and blogs about existing workers to instill an emotional connection with an organization.” In the context of sales recruiting, employee stories involve a current rep explaining what it’s like working for a company, what they enjoy about it, what the culture is like, and so on. The purpose is to give job seekers a quick overview of what a salesperson’s experience has been like and validate your company as being one they want to work for.  

There are several directions you can take in terms of employee story types, but some common formats include:

• What attracted an employee to your company and why they’ve chosen to stick with you
• An overview of their role and responsibilities
• A day in the life video
• Career development that’s taken place with your company

For an in-depth overview of the different types of employee stories, I suggest checking out this guide. 

Why Are Employee Stories Helpful?

There are two main reasons. First, they help give job seekers a clear idea of what it’s truly like to work for you. Research from LinkedIn found the biggest issue candidates have when searching for a job is “not knowing what it’s like to work at an organization.”

Sure they can get a basic idea from the job description, your website, social media, etc. But that doesn’t always paint the whole picture. Employee stories instantly connect the dots and give candidates an overarching perspective of what it would really be like to work for you because they’re hearing it straight from the horse’s mouth. 

Second, employee stories are perfect for building trust. Brands obviously want to portray themselves in the best light, so of course they’re going to say their company is a great place to work and their culture is amazing. Not every candidate, however, is going to take it at face value. But using this type of medium can quickly bridge the trust gap. In fact, the same LinkedIn study found that candidates are 3x more likely to trust a company’s employees to provide accurate information than the company itself. 

I like how Todd Kunsman, director of marketing at EveryoneSocial, frames it with this quote. 

“Think of this way: the less conflict of interest there is (or the more personal risk there is), the more credible and authentic the story — hence the value of employee stories. Employees have their skin in the game, but a faceless brand name can promote itself devoid of risk.” 

So by correctly using employee stories, you can quickly convey what it’s really like to work for your company and leverage actual employee testimonies to establish instant trust. And that can go a long way in gaining the edge in recruiting.

Two Real-Life Examples

To better help you see how today’s top brands are using employee stories, I’d like to share two real-life examples. The first is from Brandwatch, a SaaS analytics platform that focuses on digital consumer intelligence. On their “Careers” page, the first thing candidates see is this section, featuring a captivating employee story in the form of a video. 

In it, one of their employees, Ben Ellis, talks about:

• How long he’s been with Brandwatch
• Why he loves working there, citing specific reasons
• How the company has invested in his personal development
• How he receives support from company leaders
• How the company is very inclusive

It’s just under 2 ½ minutes long, but it includes everything candidates need to know to get a sense of what working for Brandwatch is like. You can see the entire video for yourself here. 

The second example comes from Salesforce where they’ve gone so far as to create a dedicated employee stories page on their website called “Get to Know Us.”

Here candidates can find a ton of great information featuring current staff, including this long time employee Alan Weibel. 

In it, Alan explains why he chose to join Salesforce, what his role is, his proudest moment at the company, and much more. 

The post is a fun, personal way to get candidates up-to-speed and really injects Alan’s personality into it. And after reading it, especially this part about the amazing culture, I can only imagine that someone’s interest in working for Salesforce would skyrocket. 

So looking at examples like these, it’s apparent how big of an impact employee stories can have. 

Humanizing Your Brand with Employee Stories

Standing out is vital with modern sales recruiting. And this is one of the newer techniques that I personally love. By featuring actual employees and getting their personal accounts, you can swiftly articulate what it’s like working for your company and build that all important sense of trust. 

Find out how HireDNA can help you find A+ salespeople by using cutting-edge technology like intelligent matching and science-based assessments. 92% of those recommended reach the top of the sales force within a year. 

It takes, on average, 36 days to fill a position. So, if for whatever reason one of your salespeople quits, their position may easily sit vacant for over a month. All the while the collective performance of your sales team will likely suffer because you don’t have adequate manpower to cover the workload. 

This, in turn, can result in longer lead response times, lost sales opportunities, staff burnout, diminished profitability, and more. 

But what if there was a straightforward way to resolve this problem, while reducing both your time-to-hire as well as your cost-per-hire? Enter continuous recruitment. 

What is Continuous Recruitment?

Simply put, it’s making the process of searching for talented salespeople a part of everyday operations. Rather than only recruiting when a position is vacant and your staffing needs are high, you’re always on the lookout for quality candidates. It’s a proactive approach where you’re on the offense rather than the defense when hiring. 

Why is Continuous Recruitment Important?

As I just mentioned, it usually takes over a month to find a new salesperson. And that doesn’t include other steps like training and onboarding, which take even longer. Not to mention, studies have found it takes most salespeople around 9 months to become fully competent to perform and 15 months to be a top performer. 

When you put that all together, it can take an incredibly long time to truly get a new salesperson in “the groove.” But by taking a proactive stance with continuous recruitment, you can attract top candidates year-round so you’re not left scrambling at the last minute if a key sales rep parts ways with your company unexpectedly. 

Val Matta of The Huffington Post articulates it perfectly with this quote. “Having and leaving open vacancies can have a big impact on a company, costing time and money and impacting current employees in a negative way. Although it may seem like overkill, a company that continuously recruits builds what is called a ‘talent pipeline,’ or a community of qualified, interested candidates with the skills and experience to meet your organization’s unique needs.”

In turn, this can have a massively positive impact on your company, which brings me to my next point. 

How Effective is It?

Continuous recruitment offers several benefits. But there are two that stand out above all others — increased hiring efficiency and lower cost. According to research, “55% of those who continuously recruit throughout the year say this reduces their time-to-hire and 42% say it reduces their cost-per-hire.” 

Instead of having to wait over a month to find a new salesperson, you can seamlessly bring quality talent on board and avoid having any lengthy gaps. That way you don’t have to deal with the stress and headaches of having to find a replacement on short notice. 

And let’s be honest. You’re far more likely to make good hiring decisions when you’re not rushed. While “desperate situations yield the quickest results,” as Michael Scott of The Office would put it, it’s not a place you want to be at when trying to find great sales talent. In fact it can be quite detrimental. 

However, having a talent pipeline dramatically increases your chances of having an A+ sales team at all times, regardless of what curveballs come your way. “Instead of feeling rushed to find and hire someone, you can choose from a pool of applicants you already know are a strong fit,” Matta adds. 

And this has arguably never been more important than it is today with the widespread talent shortages that are happening in sales. With younger talent being more reluctant to get into sales, many companies are struggling to assemble qualified sales teams. While continuous recruitment can’t ensure you never have any issues, it can go a long way in preventing a talent shortage from affecting your business. 

In terms of reducing cost-per-hire, the fact that 42% of companies say continuous recruitment has a noticeable impact is highly encouraging. Given that hiring a salesperson typically costs around $15,000, plus an additional $20,000 training, being able to cut down on this can be a huge help for boosting your overall profitability. 

Getting the Competition Edge

Here’s what I found really interesting. Despite the immense benefits of continuous recruitment, not many companies currently use it — only 38%. It seems that many businesses still have the antiquated notion that you only need to recruit when there’s a vacant position. But as I mentioned before, in today’s ultra-competitive landscape, it pays to have a talent pool to tap into before you actually need it. 

By leveraging continuous recruitment, you’re basically putting yourself ahead of nearly two-thirds of the competition and ensuring you have a sustainable team of top sales professionals ready to roll. So if you’re looking for a proven way to win the talent war, this is an effective way to do it, and it can really strengthen your brand identity over time. 

Being Proactive With Your Recruiting

The traditional mindset for many sales recruiters has been to wait to hire until a position becomes vacant. But this isn’t usually the best way to go about it. In fact, it can be downright toxic to your sales team and hurt your bottom line because it increases both your time-to-hire and cost-per-hire — neither of which are ideal. 

As more and more companies are finding, continuous recruitment can be a true gamechanger, with 55% saying it reduces their time-to-hire and 42% saying it reduces their cost-per-hire. So this is definitely a strategy to consider and can be a valuable arrow in your quiver. 

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Google the phrase “talent shortage” and you get nearly 32 million results. It’s a serious problem that’s plaguing countless industries, with sales feeling the full impact. 

“Close to three-fourths (73.9%) of employers say there are, ‘too few qualified candidates,’” explains Michael Guta of Small Business Trends. Moreover, “77% expect a shortage of applicants in the coming year for qualified applicants.”

This is a topic I addressed in a recent post where I mentioned that sales jobs are in high demand, but talent is limited. I also briefly touched on how you can appeal to top talent in the current sales recruiting climate, but I’d like to elaborate on that more in this post. 

So on that note, here are some surefire sales recruitment strategies to help you overcome talent shortages and ensure you have a winning team of professionals. 

Start By Promoting In-House

While this won’t necessarily be viable for all companies, it’s definitely an option for some. If you’re looking to fill a high-level role such as an account manager, it may make sense to promote a salesperson from within who’s been with you for a while and who is vetted rather than looking externally. 

This kills two birds with one stone because it A) gives you instant access to talent where there’s built-in rapport and B) many salespeople will appreciate having the opportunity for career development. Promoting from within has proven to be an effective way to boost staff loyalty and increase retention. In fact, one study found employees who were promoted internally within three years of being hired had a 70% chance of remaining with their company, while those who were not only had a 45% chance of staying. 

So promoting in-house can be a good starting point for combatting talent shortages. 

Adjust Your Hiring Criteria

One trap I see many sales recruiters fall into is using the same narrow set criteria to find sales candidates that they always have. In my other post, for example, I mentioned how a lot of recruiters still focus solely on finding candidates with extensive industry/product experience. They’re reluctant, however, to give someone a chance who lacks this formal experience but shows signs of great promise.  

I’m personally a proponent of hiring salespeople that possess core selling comptentices, such as desire, motivation, and coachability, even if they don’t have a ton of direct industry/product experience. And I think taking this approach can pay dividends for many sales recruiters because it’s a great way to find some of the best and brightest sales reps — especially younger ones that are just coming out of college. 

While you don’t want to hire just anyone off the streets, now is the time to adjust your hiring criteria if it’s gotten too rigid and outdated. Keeping an open mind and being willing to give someone an opportunity can have a huge payoff.

Double Down on Remote Work

Having at least a partially remote salesforce is nothing new and something many companies have embraced in some capacity, especially in the SaaS industry. But if you’re continually struggling to find talent, remote work is something you’ll want to focus on more intently. There are three main reasons why. 

1. A larger talent pool – If you’re only hiring salespeople to work in-house at a brick-and-mortar office, you have a small talent pool of individuals in your immediate area. But if you’re recruiting digitally for remote sales positions, you can hire reps from all over the world. 
2. COVID-proof infrastructure – Although we’re a long way from the COVID trough and conditions have improved dramatically with vaccinations, it’s still a concern and will likely remain one for the foreseeable future. The bottom line is many people are uncomfortable working in a physical office because of the threat of COVID, but working remotely solves that, which should make your business more appealing. 
3. Flexibility – Being able to work remotely is an enticing proposition for many salespeople because of the flexibility it offers. The chart below shows that an overwhelming 98% of people would like to work remotely, at least some of the time, for the rest of their career. So needless to say, this can be helpful from a recruiting standpoint. 

Offer Childcare Benefits

One area where COVID has been particularly disruptive is with childcare. Although most schools and daycares have reopened, many parents still struggle with childcare — especially when it comes to dropping their kids off and picking them up because of the nationwide bus driver shortage. So offering relevant benefits can be a great way to entice many salespeople.

Women, in particular, who often bear the brunt of childcare responsibilities are interested in employers that offer these benefits. The Harvard Business Review chimes in saying, “Employers could tap into this vast talent pool by partnering with providers of day care, after school, and drop-off/pickup services to help employees with children juggle their work and home schedules. Yes, it might also involve some out-of-pocket investments, but think about it this way: How much is the lost revenue or higher attrition rate among your workers costing you?”

If your business is the one among your competitors that offers amazing childcare benefits, this has the potential to give you a massive edge in the recruiting battle. 

Ensuring You Have the Talent You Need

The past couple years have been challenging to say the least. Today’s companies have had curve balls thrown at them that were impossible to anticipate, with COVID and talent shortages being two of the biggest. But like finding success in any other branch of business, staying ahead largely boils down to adaptation. 

By following the right sales recruitment strategies, you should be able to get your company back on track and ensure you’ve got A+ talent, regardless of market conditions. 

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Negotiation is found everywhere in business. And a sales rep’s salary is no exception. 

According to recent data from G2, “69% of men and 51% of women say they would enter into salary negotiations with an employer.” So this is something you should be prepared to do.

By understanding a few core principles and applying best practices, you should be able to hire rockstar sales reps, while staying on budget. Let’s get right into it. 

Start with Job Salary Research

Just like with nearly any type of negotiation, whoever is armed with the most knowledge tends to have more leverage. So the first step is to figure out what the average salary is for sales reps in your specific industry. 

Say, for example, you’re in SaaS. These reps earned, on average, $48,250 per year as of October 2020. However, those in the bottom 25% earned just $38,000, and those in the top 75% earned $59,000.

Having clear data gives you a baseline of how much you should pay a potential candidate based on their knowledge and experience and provides you with something concrete to point to if a candidate wants to know how you came up with your figure. 

Assess the Candidate’s Value

Next, you need to determine just how badly you want a particular candidate. Maybe you’re dealing with a next-level salesperson with an outstanding track record for success. Someone you’re personally headhunting and are certain would be a massive asset to your company. Or, maybe they look solid, but it wouldn’t be the end of the world if things didn’t work out. 

Assessing a candidate’s value and having a clear view of what they bring to the table will impact your negotiation and how high you’re willing to go. So go ahead and figure that out ahead of time, ideally quantifying with a 1-10 ranking of what their value is. 

Pinpoint a Salary Range

Once you know the average salary for a salesperson in your industry and how much you want a particular candidate, it’s time to pinpoint a salary range. Here you’ll need to determine what your ideal salary is and the maximum amount you’re willing to pay a salesperson. 

Say, for instance, you’ve found an A+ rep who could be a legitimate game-changer to your sales team. The ideal salary may be somewhere around $46,000. However, you may be willing to go as high as $55,000 if that’s what it takes to land them. 

So here’s what your salary range would look like. 

Having this articulated before beginning formal negotiation gives you a firm, quantifiable reference point so you 1) increase the likelihood of reaching a favorable agreement and 2) ensure you don’t go beyond your limit. 

Don’t Start With Your Best Offer

Up until this point, the steps of the sales salary negotiation process have been preliminary, involving research and analysis. From here on out, the following steps will revolve around the actual dialogue between you and a candidate. 

Perhaps the most important thing to remember when you’re throwing out an initial number is to not start with your best offer. You by no means want to lowball them with a ridiculously small salary, as this can create friction and derail your efforts. But you don’t want to offer your max salary right out of the gate because this leaves you with no wiggle room and can result in spending more than you need to. Besides that, an elite candidate may feel you’re not all that interested in them if you’re not willing to go higher than your initial number. 

I personally suggest starting at or around the low end of your salary range. So, if it was $46,000-$55,000, you’d want to start around $46,000.

Anticipate a Counter

In some cases, a candidate may go ahead and accept your initial offer right off the bat. That’s certainly possible. 

However, it’s not something you should expect. As in the art of any effective negotiation, you should anticipate a counter and know how to react. 

Remember that making a counteroffer isn’t something that should be seen as rude or disrespectful. It’s simply something any smart, savvy candidate will do. This shows they know their value, and it can factor into them being a successful rep if they’re ultimately hired. 

And given that 74% of employers have room to increase their first offer by 5-10%, a good chunk of candidates will look for more. So be prepared when they push for a higher salary. 

This brings me to my final point. 

Know Your Limit

There will likely be some back-and-forth where you each throw out numbers, moving from the two extremes of salary figures to something closer to the middle. While you’ll probably end up going higher than the initial number you threw out, you definitely need to know your limit. 

Again, this goes back to the salary range you identified earlier where you’ll want to consider the max salary you can pay and not exceed it. Based on our example, $55,000 would be the limit, where you would need to walk away from any further discussion at that point. 

When you get in this territory, it’s important to be transparent about what your company’s budget is and set a firm limit. From there, it’s up to the candidate whether they want to accept or reject it. If all goes well, you’ll be able to come to an agreement that works for both parties. 

Finding A+ Salespeople with Sound Negotiation Skills

Although negotiation won’t be part of every hire, it’s something you’ll likely encounter at some point and should be prepared for. Understanding what the basic process looks like and best practices to follow should ensure you enter negotiation with maximum leverage to increase your chances of striking a fair deal and adding top talent to your roster. 

Learn how HireDNA can help transform your sales hiring and attract the best and brightest reps in your industry. 92% of recommended candidates become top performers within their first year, and 96% of hiring mistakes can be eliminated with HireDNA. 

Here’s the scenario. You create a job ad to find a top level salesperson. To achieve this, you design an application for candidates to fill out so you can gather key information and add them to your database. 

But after posting the ad, you’re underwhelmed by the response, and you don’t receive anywhere near the volume of candidates you were hoping for. 

This is an issue encountered by more sales companies than you may think. And one of the biggest reasons is because a good chunk of talented sales recruits simply don’t make it all the way through the application. In this post, I’ll unpack why this is so common and how you can avoid falling into this trap. 

What the Data Says

There’s one very specific reason why nearly two-thirds of job seekers don’t complete their applications. According to 2020 research by G2, “60% of job seekers quit in the middle of filling out online job applications because of their length or complexity.” 

It’s really that simple. Most people don’t want to deal with the hassle of painstakingly answering a gauntlet of questions and meticulously providing detail after detail. If this happens, many will end up abandoning the application and looking at other sales job opportunities. 

But why do so many brands ask for so much information?

The Logic Behind Lengthy Applications

There are two main reasons why sales recruiters use long applications. One is simply to gather as much information as possible on candidates so recruiters can learn all they can about their experience, qualifications, education, and so on. 

The other is to weed out lazy candidates who aren’t willing to complete a lengthy application. Conventional logic often states that top tier talent is dedicated enough to complete an application in its entirety, even if it’s long winded. 

“But, in reality, the opposite is true,” explains user research manager Sarah Gregory. “Good candidates know their time is important and they have plenty of opportunities in the job market. Their tolerance for jumping through hoops is much lower than many employers think.”

And this totally makes sense. Elite talent are acutely aware of how much value they bring to the table. Many never even end up performing a formal job search in the first place because recruiters come to them. But if they do fill out an application, most will feel frustrated if they’re barraged by seemingly never-ending questions and needless complexity. 

So in many cases, asking candidates to fill out lengthy applications may do more harm than good and cause you to miss out on high caliber salespeople. 

Finding the Sweet Spot

This isn’t to say you should go to the other extreme and ask too few questions, as this can lead to a flood of under qualified candidates. The takeaway here is that you want to ask enough questions to get adequate information and filter out low level candidates, but not ask so many questions that you turn off talented sales recruits. 

In other words, hit the sweet spot. This, of course, will likely require some trial-and-error before you get it just right. But if you’re finding you’re not getting the number of applicants you want — the average job ad receives 250 resumes, by the way — the application will likely need some condensing. 

Also, make it a point to simplify it so you’re not asking job seekers to jump through unnecessary hoops. 

Other Ways to Optimize the Job Application Process

Besides that, I have a few other suggestions on making the job application process more pleasant and user-friendly. 

One is to allow candidates to apply through LinkedIn. You can, for example, include an “Apply with LinkedIn” button to a job ad, which looks like this. 

Given that many people are already active on LinkedIn (there were more than 774 million users as of mid-2021), this can take a lot of friction out of the process. To learn how to set up an “Apply with LinkedIn” button, check out this resource. 

And if you’re using LinkedIn as one of your main channels for posting sales jobs, you may want to consider using the “Easy Apply” feature, which lets job seekers apply with just a few clicks. This is a feature I actually use myself. 

While it’s not always a great choice for high level positions like a sales manager, it’s certainly worth considering for many sales rep positions. 

Also, never require candidates to create an account in order to apply for a job. This is something that’s become increasingly common as of late, especially with larger enterprises. But it can be a huge deterrent to prospects and injects pointless friction into the process.  

Finally, don’t ask recruiters for references on the application unless you absolutely need it. “Why not wait to ask for references when you reach the offer stage?,” notes talent management expert Tiffani Murray. “You don’t need to add that information burden to candidates when a high percentage won’t make it to an offer.”

Eliminating Unnecessary Obstacles 

The numbers don’t lie. 60% of talented sales recruits abandon an application when it’s too long or complex. 

If you’re not getting the number of applicants you’d like, this is one of the first areas to investigate. By trimming off extraneous questions and generally simplifying the application, it should make for a better applicant experience and keep a steady stream of talent coming your way. 

Looking to fill your talent pipeline with top tier sales reps? See how HireDNA can help using science-based assessments and intelligent matching. Companies that use our suggestions have a very high success rate, with a staggering 92% of recommended candidates reaching the top of the sales force within their first year. 

We’re at an interesting point in history. Sales jobs have surged as the world recovers from COVID, with many paying quite well. But companies can’t seem to find enough young talent to fill open positions. 

Why is that?

In this post, I’ll fully unpack this phenomenon, explaining how the demand for sales jobs has increased, why recent grads are hesitant to become salespeople, and what you can do to make your company a more appealing place to work at. 

The Demand for Salespeople is High…

Let’s jump right into the data. Recent research found sales roles have shot up by a staggering 65% in 2021, totaling around 700,000 positions in the US alone. After huge layoffs at the start of the pandemic in mid-2020, sales jobs are definitely back, which is illustrated by this graphic. 

It should also be noted that many sales reps make good money. According to data from the US Department of Labor, those selling technical and scientific products earned over $108,000 in 2020. 

Companies are in dire need of talented salespeople, and this isn’t a trend that’s likely to slow down any time soon. As more and more people become vaccinated and with interest rates being slashed in many countries like the US, this has led to rapid economic growth across much of the world. 

Just check out this graph from the BBC that shows how the Dow Jones and other major stock market indexes have quickly climbed since the first vaccine was announced. 

Combine that with stimulus checks and the fact that many people have resumed their pre-COVID buying habits, it creates a climate where sales jobs are very much in demand. In fact, it’s arguably easier to land a position as a salesperson than it’s been in recent history. 

…But New Grads Are Reluctant to Get Into Sales

What’s interesting, however, is that companies are really struggling to fill these positions. There  seems to be a new sentiment among new grads where they’re just not as inclined to become salespeople as previous generations have been in years past. 

And it boils down to one main reason. Young talent largely equates this profession to working as a “sleazy used car salesman.” 

In an article on The Wall Street Journal, business education reporter Thomas Patrick articulates it perfectly saying, “Many young workers assume that sales work means convincing customers to buy with high-pressure sales tactics, and are turned off.” In other words, there’s the lingering perception for many recent grads that they’ll be burned out sitting behind a desk, cold calling leads all day, and trying to clobber them over the head to buy. 

That mental imprint is understandably a little cringy, so it’s easy to see why many companies are having so much difficulty assembling sales teams. The question is, how should you respond to this?

How to Appeal to Top Talent in the Current Sales Recruiting Climate

First, you need to understand the paradigm shift that’s happened in the sales world as of late. “Sales has dramatically changed in recent years, shifting from cold calls to potential customers to consulting with companies that often seek out products,” says Patrick. 

One term I use frequently is trusted advisor, where leads are far more receptive to salespeople they view as a consultant who’s there to help them find the right fit, rather than someone who’s merely trying to get the quick sale and jam products down their throat. Research has even found 88% of leads buy when a rep assumes the position of trusted advisor. 

So that’s the approach I recommend most companies take, as it aligns with the new era of customer empowerment, helps quickly build trust, and is simply more effective than outdated high-pressure sales tactics. 

Second, you need to let applicants know this is the approach you take. “Changes in sales accelerated during the pandemic, and businesses are trying to entice more people into the job by demonstrating that they don’t have to operate in a pressure-cooker environment (or work the phones) the way sales workers once did,” Patrick adds. 

I personally recommend making specific mention to this in your job description, letting potential applicants know they’ll take a more consultative role rather than a hyper-aggressive one. It’s also smart to work elements of this philosophy into the “about us” section of your website. This kills two birds with one stone because it should make your company more appealing to salespeople as well as leads who are considering buying from you. 

Lastly, focus on finding salespeople with legit selling skills and who exhibit signs of curiosity and empathy rather than those who simply have a ton of industry/product experience. This is something I covered extensively in another post that you can read about here. Given that not many people intentionally target sales as a career while they’re in college, but rather often fall into it, some of the best and brightest may not have extensive experience in your industry or selling your product. 

That’s why I recommend looking for people with the key traits I just mentioned, as well as others like ambition, tenacity, and initiative. Remember that you can always train someone on products, but you can’t teach “the it factor.”

Adapting to the Current Sales Recruiting Climate

Despite exploding job opportunities and solid salaries, there’s a reluctance among most young talent to get into sales. Something that’s mainly due to the perception of old school, hard-nosed sales tactics. But this is something your company should be able to overcome by taking a more consultative approach and seeking candidates that possess the relevant characteristics. 

Want to streamline your sales recruiting and find A+ talent without all the drama? See how HireDNA can help you find top-tier candidates using science-based assessments and intelligent matching.