First, a clear job description
Job description is based on job analysis, and the written result of job description is job description, including direct supervisor, work objectives, job responsibilities and tasks, job performance, positions that can be rotated and scope of authority. The most important thing is job responsibilities and tasks, including sales and service responsibilities, planning, reporting, work input and output, internal and external contacts, daily administrative affairs and content processing. The statement of work varies with different products or services, users' purchasing behavior, sales forms and company culture. Job description is the basis of recruitment and the problem of what to do. Second, clear qualifications.
After describing the work, the qualifications are determined, which generally include skills, experience, knowledge, quality and time of service. Enterprises whose products are sold to foreign markets require that the language and level of sales personnel are different from those in the domestic market; Enterprises that develop new products require that the development ability of sales staff is different from that of selling old products; Products are aimed at enterprises with group customers, and the negotiation ability of salespeople is different from that of individuals; Enterprises with cross-regional sales structure require salespeople to have higher adaptability to business trips than regional structures. The sales manager should be clear about the segmentation of the target market in order to find the right salesperson. Qualification is to solve the problem of who will do it. Qualified salespeople generally have the following behaviors:
1, goal-oriented, regardless of working hours;
2. Never suppress your thoughts and be good at sharing with others;
3. Always hint at yourself with success and refuse to accept difficulties and setbacks;
4. studious and knowledgeable;
5. Pay attention to interpersonal relationships and be good at observing words and feelings.
According to the above behaviors, qualified salespeople should have the following five qualities: achievement orientation, self-confidence, integrity, interpersonal understanding and flexibility. Third, design the evaluation system.
1, basic qualification evaluation elements
Skills-listening, expressing, persuading, analyzing, negotiating, organizing, computer application, time management, teamwork, foreign language types and levels.
Knowledge-education, specialty, customers, products, competitors, our company.
Experience-sales experience, industry experience, geographical customer base
2. Evaluation factors of behavior quality
Enterprise recruiters should design an evaluation system according to five behavioral quality requirements, such as achievement orientation, self-confidence, integrity, interpersonal understanding and flexibility, to evaluate whether candidates meet the set requirements, and give examples:
Interpretation of quality 2:
Self-confidence: the belief that you have the ability to complete a task or take some effective measures to complete a task or solve a problem. Including confidence in one's own ability, especially confidence in one's own judgment and decision-making when the work is difficult.
Grade 1-2: omitted
The third level: I am quite confident in my own ability: I regard myself as an expert, the driving force and source to promote the development of something, I think I am better than others, and I clearly express my confidence in self-judgment (but I can't score without specific examples).
Grade four: Choose challenge or contradiction: Like challenging work, challenge can arouse his excitement, and he hopes to seek new responsibilities. When he gets along well with management, customers or others, he can express his views in a polite way and state his views clearly and confidently. The same is true for dealing with contradictions.
Tip: Does this person dare to take risks to accept the task or put forward different opinions from superiors, customers and powerful people? The "self-confidence" quality of qualified salespeople should be at level 3-4.
3. Selection of selection tools
Generally speaking, the selection of salespeople should adopt the technology of evaluation center, but many enterprises only adopt a single interview method, which can't comprehensively evaluate the candidates, which leads to the decrease of the reliability of recruitment and the dissatisfaction of the employing department, which has an impact on the performance of enterprises. Generally, interview+scenario simulation+psychological test can be used. Among them, the proportion of structured interviews should not be less than 30% for general sales staff, and the proportion of scenario simulation and psychological test should be increased for sales managers/supervisors.
In structured interview, question design is the key, so we should pay attention to one question: question design serves for quality evaluation, and each question should correspond to a quality inspection.
Fourth, choose recruitment channels.
Choosing a good salesperson means looking for multiple channels. Recruiters should be clear about the advantages and disadvantages of various channels in order to choose correctly according to the specific situation. Recruitment channels can be divided into four categories: first, internal recruitment-existing personnel recommendation, non-sales department, company database; The second is open recruitment-job fairs, media advertisements, online recruitment and campus recruitment; Third, the channels of entrustment-employment agencies, talent exchange centers, professional associations and headhunting companies; The fourth is secret recruitment-suppliers, customers, sellers, competitors, etc.
1. internal recruitment: consider an effective way to select personnel from various departments within the company, tap the internal potential, and let the talents use themselves. Companies can get candidates who are familiar with products, companies, customers, competitors and industries at low cost in a short time. But it may lack sales skills.
2. Internal talent pool: This channel is suitable for large and medium-sized companies. The human resources department inquires the files saved in the company database and selects the candidates who meet the post requirements.
3. Employee recommendation: Existing employees of the company, especially salespeople, can often recommend excellent salespeople. The recommended person is generally experienced, understands the job requirements and has a strong interest in the job. If the recommended person is accepted, the company will reward the recommended person, and additional rewards will be given according to the later performance. If you don't accept or dismiss after accepting, you should give the referee an appropriate explanation and continue to encourage him to recommend new personnel.
4. Job Fair: The company can recruit according to the standard, reduce personal prejudice, save time and cost, and directly obtain the detailed information of candidates. It is difficult for small enterprises, especially small and medium-sized state-owned enterprises, to recruit excellent sales staff.
5. Media advertising: Newspaper media advertising has low recruitment cost, wide information diffusion and high replacement rate, reducing blind recruitment. However, the source and quantity of candidates are unstable, the advertising content is monotonous, the advertising space is not eye-catching, and the cost is rising gradually.
6. Online recruitment: Online recruitment has the advantages of high speed, high efficiency, low cost, wide coverage and flexible recruitment methods. However, there are many false information in this channel, and it is very difficult to process the information. Choose companies with great influence in China, such as Carefree Future, Zhaopin and ChinaHR.com.
7. Campus recruitment: The reason why enterprises choose to recruit fresh graduates from universities or vocational schools with the theoretical basis of marketing is because such candidates are easy to train, proactive and have low salary requirements. However, their lack of work experience and slow adaptation to work should be considered by sales managers.
8. Talent exchange center: the exchange center reserves a large amount of candidate information and recommends and selects excellent sales personnel on its behalf.
9. Employment Agency: Most of the applicants in this channel are people with poor ability and hard to find a job. Enterprises provide detailed job descriptions and job-hunting conditions, and ask professional consultants to help screen them, so as to simplify working procedures and obtain qualified candidates.
10. headhunting company: there are ordinary and special headhunting companies that recruit senior sales personnel. The former covers a wide range, while the latter has a full understanding of the particularity of the industry. Headhunting companies have information about high-quality talents and keep close contact with them. Sales managers should get rid of companies interested in agency fees and media, and choose companies with appropriate prices and installment payment according to their performance. For sales managers and above, you can choose to cooperate with headhunting companies.
1 1. supplier: the personnel of the supplier know the quality, performance and use of the product, but the cost is high and the training is difficult. Many retailers hire salespeople from suppliers because they can skillfully demonstrate the skills of using products.
12. customers: customers know the market and products, know the decision makers who buy products, and have the foundation of customer relationship, but may lack negotiation skills or sales quality. It's best to get the approval of the candidate's supervisor and take a cautious attitude, otherwise you will lose customers forever. Enterprises that sell their products to government agencies often employ people who have worked in government departments, especially in purchasing departments, in order to obtain better sales performance.
13. Promoters: Sales managers meet people who promote themselves or others, observe their image, manners and negotiation skills, screen outstanding people, ask for business cards or related materials and file them. The sales manager contacts and understands the current situation, selects the suitable candidate, and indicates the employment intention.
14. competitors: competitors know the industry, products and customers, understand the job requirements, and have sales records to evaluate, which may bring customers, but the cost is high, the loyalty is low, and the training is difficult. If there are many vacancies in the company, there is no time to train new employees and higher sales performance is required, digging from competitors is the most effective way. Many sales managers go to competitors' stores every month, not to know the price, but to find excellent sales staff.
Verb (abbreviation of verb) talent selection
1. Resume survey: It would be a mess if all the resumes received were notified to the interview. First, analyze your resume carefully. Professional positions need to work with the employing department to screen out possible candidates, focusing on their basic conditions and past experience. The basic conditions should meet the requirements in the job description, and it is best to have similar work experience and not to change jobs too often. After carefully screening your resume, you can move on to the next step.
2, telephone communication: after carefully studying your resume, don't rush to inform the interview, but should communicate by telephone first. Many candidates write resumes in order to increase interview opportunities. So I hope to study my resume carefully and find minor problems. The main purpose is to improve recruitment efficiency and save costs. Check your resume and clarify some basic questions through telephone communication, such as graduation time, actual working time, main work experience, tools that you have mastered but are not familiar with or know. And basically feel the ability of communication and expression, expose some problems that you don't pay attention to or hide in your resume, and eliminate some people who are obviously not suitable for the required position, then you can start the next job notification interview.
3. Interview: Appoint an interview time for those who feel that communication is ok. Generally, it is better to arrange the interview time on weekends, and there are generally candidates during this time period; Interviews between people generally need to be staggered for a period of time, usually about 20 minutes, to avoid being overwhelmed by many people at the same time. Let's have a general interview first, mainly about appearance, expression, personality, real experience and so on. If you think it's ok, do the next round of formal interview, otherwise you will be eliminated directly, and don't waste too much time.
4. Evaluation center technology: In order to test candidates objectively, fairly and quantitatively, interview+psychological test+scenario simulation is usually adopted, and sometimes written test is included. For example, the sale of foreign-related technical products requires basic knowledge of English and professional foundation, and written examination is essential. Usually, the written test adopts a set of comprehensive questions, including: basics (such as English foundation and professional foundation), professional examination-understanding of technology in the industry, analysis questions, expression questions, etc.
It is still important to emphasize that it is very important to design questions for the quality items under investigation during the interview. Question design must be targeted, using open questions, not closed questions.
For example, to examine the candidate's self-confidence, we can design the following questions: How to evaluate his performance in the past team and the role he played? What would you do if your superior asked you to perform a task and you thought the superior's decision was wrong? Wait a minute.
The design of scenario simulation questions should follow the star principle, such as "please simulate a process in which you sell products that you are familiar with." Get to the bottom of the problem under discussion.
5. Final interview: After the above evaluation is passed, a final interview will be conducted to introduce the company, position and treatment requirements in detail, and finally the two parties will reach an employment agreement.
Six, the problems that should be paid attention to in the recruitment process
1, the competition for talents is fierce and the recruitment cost is high. Good talents will become the object of competition between companies. Don't be careless, make a quick decision.
2. It is best to send a letter to the eliminated personnel, thanking them for their concern for the company, explaining that not being hired is not incompetent, and I hope to have the opportunity to cooperate in the future. Make people happy, don't come with hope, go with resentment, and let all people who have come into contact with the company become friends rather than enemies of the company.
3. Require applicants to submit detailed resumes and various supporting documents, and learn about the applicant's situation in the original company by telephone, mainly to find out whether there are violations of laws and regulations and avoid potential harm.
There are many industries in the society now, and different industries have different requirements for the basic quality of salespeople. When selling products or systems with high technical requirements, it is best to recruit people with relevant educational background and working background, such as selling large-scale products in the communication industry, and it is best to recruit people with engineering background for certain training, and it is best to have working background in medical study or drug promotion, of course, mainly depending on the customers to be faced in the future. The biggest advantage of this is to take a long-term view. If such people do a good job, they will grow into the backbone of the middle and upper levels of the company, while people from other backgrounds, if not particularly outstanding, will face greater development space in promotion.
5. It is best not to hire the following people:
(1) Suspicious credit, bad record in the original enterprise, and serious falsification of resume;
(2) Have a record of bad habits;
(3) Physical defects or continuous hospitalization records in recent years;
(4) Having changed more than 5 work units;
(5) Frequent change of address, unstable life;
(6) the unemployment period is too long;
(7) borrowing money from colleagues for a long time;
(8) Ambitious, unrealistic and so on. Sales staff recruitment should be positive, confident and friendly, and the tasks should be clear. Recruit, train and develop employees who are suitable for the job opportunities required by the company. Pay attention to the following questions in recruitment: 1. Recruitment is also a sales job. Not only should you tell others about your job opportunities, but you should also sell your ideas, goals, achievements and future development opportunities to others, and apply all your sales skills to recruitment. 2. Make the applicant feel that it will be pleasant to work with you. Caring for others, cheerful, considerate and kind. Always check your attitude and behavior, and correct it immediately if it is inappropriate. 3. Be prepared and keep practicing your recruitment skills. Practice the content and skills of recruitment interview repeatedly. Sometimes, you might as well record the interview content and play it again, correct your own shortcomings and practice it repeatedly until you are completely proficient and satisfied. 4. Set achievable and realistic recruitment goals. How many people do you plan to recruit each time? How many people have been trained as salespeople? 5. Be able to exchange or share opinions with others. Learn or exchange ideas with successful sales managers at any time. 6. Attract others to join the work by showing yourself. Let everyone who comes into contact with you know that you like your job. Show that you are a successful sales manager, full of confidence and pride in your work. Keep your appearance, traffic clean, and do things in an orderly way. 7. Have a correct view and attitude. Recruitment is to provide good job opportunities for others, not to beg others to do something to make themselves work hard. 8. Assign the working hours and contents of each day. Arrange your working hours reasonably, don't delay the sales work because of recruitment, and strive for the best results in both aspects. 9. Let everyone who is suitable for sales work actively, enthusiastically and energetically identify with and engage in the company's work, let them get due remuneration from their own work, and infect others and attract others with this attitude, spirit and profit. 10, adhere to the principle of "quality rather than quantity". When you encounter setbacks, you must not lose heart. Because there are bound to be bad results in the recruitment process, you should force yourself to stick to it at this time. First, analyze your weaknesses until you succeed; Second, don't lower the standard. 1 1, you can't have the idea of "no need for new people" or "do it first and then watch". Abuse of newcomers is not worth the loss, which is not conducive to the steady development of their own organizations. 12, establish and improve the practice and system of recruiting new people. Interviews can't be judged entirely by subjective intuition. 13. Ask candidates to fill in their resumes and verify them, and ask why they quit. Those who violate discipline in other companies will not repeat their old tricks or relapse in your company. 14. Ask more questions and talk less about recruitment time. It is best to make a basic introduction to the nature of the work and the company, that is, to test the feelings and reactions of the other party, so as to determine the intention and choice attitude of the candidate. 15 to avoid over-commitment. Some executives often unconsciously make promises when recruiting, such as what new positions they will take after applying, or being assigned to develop new regional markets. But when the company thinks that his performance is not good and he is not satisfied, there will inevitably be contradictions. A judge can't judge a book by its cover. Some supervisors trust their own vision and judgment too much. In fact, whether a person can really do a good job depends on his determination and strength, and has little to do with factors such as appearance, gender, grade, figure and dress. 17. Be careful of the sales staff of competitors. Requisition of competitors' sales staff is a short-sighted and dangerous idea, which will bring confusion or trouble to customers. 18. Don't hire people who only know technology and product performance, and have no interest in sales or learning intention. 19, don't just recruit people you like or appreciate, you know, recruitment is to seek people with sales potential. 20. The person who is firm, decisive, positive and confident to succeed in sales is the best candidate.