Issue link: https://read.dmtmag.com/i/72467
SALES MANAGEMENT Recruiting, Teaching,Management & Compensation of Salespeople #3 BYGRAYSON SCHWEPFINGER In this article we will cover how and where to advertise for salespeople. Campaign Recruiting Do not actively recruit constantly. You don't have time. Instead set recruiting peri- ods... quarterly or semiannually. Consider re- cruiting right before your busy seasons so you are prepared for them with a full staff. Do every- thing at once to draw the largest pool of prospects possible play the odds! (The one exception to this is when you lose a salesperson unex- pectedly and need a replacement right then.) Which is your best chance, 1 out of 100 or 1 out of 2? During those periods initiate a campaign: 1. Advertise 2. Have Staff Contests 3. Do direct mail solicitation 4. Use merchant recruiting 5. Network Newspaper Ads 1.Must be large.Why? Size determines re- sponse and indicates the value you place upon the position! 2. Use a catchy headline. You want to grab their attention. 3. You must offer to train, and give it em- phasis. 4, Career sequence...they must have a place to go. If there is no chance of promotion, say so. 5. Make a prestige statement about your JULY 2012 22 THE JOURNAL company. 6. Make a prestige statement about your product. 7.Make a prestige statement about your cur- rent salespeople. 8. Require all interested people to send a re- sume', no exceptions. Then, subject to your approval of their resume,' telephone them for Do not actively recruit constantly. You don't have time. Instead set recruiting periods... quarterly or semiannu- ally. Consider recruiting right before your busy seasons so you are prepared for themwith a full staff. an appointment. HERE IS A COPY OF A NEWSPAPER AD WE HAVE FOUND PRODUCTIVE! BUSINESS IS BOOMING! (Your Name)Homes is a ____ year old, ex- panding company, representing proven, qual- ity products built directly for our retail location. Our current sales staff is not large enough to ad- equately service consumer demand.Meanwhile our advertising program continues to produce qualified buyers. Since we are projecting record sales for the next twelve-month period, we must add (#) new, ambitious people to our sales staff. The average salesperson will earn a minimum of $--------- in the first year, and $----------+ in the second year. Manage- ment position potential exists for those who produce and are interested. Sales and market- ing training is on going at both our retail loca- tions and in classroom settings that are taught by our ownmanagement professionals and a na- tionally known trainer. The type of industry in which you are now involved is less important than your willingness and ability to learn our sales methods. You must be bondable, be will- ing to work flexible hours that include weekends and evenings. To schedule an interview send a resume to: (Your Name) (Your Ad- dress.) Or call ---- --------- (Your phone number) Direct Mail 1.Letter must con- tain the exact same information as the advertisement only in letter form. 2. Enclose a self-addressed, postage paid en- velope, or post card for response. 3. Send it to every customer who has bought from you since the recruiting period. Ask them if they know anyone you should contact. 4. Send it to your suppliers, media outlets and sales representatives. Staff Contests 1. Only if you currently have a good staff in which case they will reproduce themselves. Re- cruit the good salespeople they may know. 2.Make sure they promise an interview, not a job. 3. Reward your staff member(s) in incre- ments... small part when you hire; small part at the end of training; largest part when the re- cruit is through probation and producing rev- enues.