The proper sales force benefits a company far beyond simply generating revenue.
A sales force, whether it consists of one person or 100 people, largely determines a company's success or failure. When developing a sales force, hiring managers must have the resources necessary to attract the optimal people for the team as well as have a clear idea of what their profiles, or resumes, may look like. Armed with these resources and knowledge, managers can build a team that benefits the company in every aspect.
The ultimate function of a sales force is to generate revenue for the company through the sale of its products or services. But the role of a properly developed and trained sales team encompasses so much more. They must build customer satisfaction and trust throughout the sales cycle. This creates repeat business and new business from customer referrals. Many companies have added a customer satisfaction metric to sales team evaluations. In the past these evaluations focused mostly on sales data. Truly professional sales people also strive to represent their company in the best possible light, even in their personal lives.
Hiring the right salespeople can increase sales, improve company image and add positive energy to the work environment. Hiring the wrong ones can greatly reduce sales and lead to a damaged public perception of the business. Certainly managers should look for candidates with a resume displaying the appropriate experience and skills necessary to work in his particular industry. Beyond this, and maybe even more importantly, great sales people possess the following characteristics: self-confidence, positive and energetic attitude, motivated by money, effective communication skills and a competitive personality.
Many companies prefer to hire from within. That way, the employee already knows the business and fellow employees. This requires less training and may cost less in the long run. Smaller businesses may not have this option. Managers often ask for employee referrals and could offer a small referral bonus if the person gets hired. Online ads and newspaper classifieds offer another method of collecting resumes for review as well as referrals from current customers and professional associations. Headhunters specializing in sales are a costly alternative, but may be a good way to find the best candidates.
Proper training of a sales force might consist of formal sales courses or seminars, but is often done in-house by more experienced salespeople. Some managers develop their own sales training programs. Training programs typically consist of ensuring sales people have a thorough knowledge of the products or services offered, role-playing activities and an ongoing mentoring program. Certain sales positions may require the sales people shadow current sales staff to learn required steps and protocols.
Sales managers should evaluate the sales force on a regular basis to monitor their success in meeting goals and building a customer base. Evaluations frequently include an analysis of sales numbers, strengths and weaknesses in a variety of areas and setting future goals. These evaluations help determine whether the sales force needs further training in certain aspects of the business.
Gluck, Samantha. "Sales Force Development." Small Business - Chron.com, http://smallbusiness.chron.com/sales-force-development-2753.html. Accessed 21 April 2019.