Money motivated...... Prior industry
experience...... Calling on C-level
executives...... Ability to close...... Strong
presentation skills...... Outgoing......
These are some of the popular words and
phrases I often see in job advertisements or
want ads. They aren't so much bad as they
are vague. None of the words really
describe
the particular job being advertised.
Last month, my newsletter focused on how a
well-crafted job
description improves the overall
hiring process. In this issue, I will
discuss the next step - writing a strong job
posting.
Typical Job Posting
Job advertisements are typically built around
6 sections:
- Company description
- Responsibilities
- Skill sets
- Previous industry experience
- Benefits
- Contact information
Let's take a look at skill sets specifically.
It's the section of the job advertisement
where clients most often struggle.
Understand Skill Sets
Competence, aptitude, and proficiency come to
mind when I think of successful salespeople.
But competence in which areas? An aptitude
for what? The specifics sometimes get
missed when writing the job advertisement.
To determine the skill set necessary to
succeed at your particular organization, ask
yourself questions like:
- How do you present or demonstrate your
product or service to clients?
- What technology (if any) is used?
- How long is the presentation?
- How many people typically watch the
presentation?
- What are their most common objections?
- Is the final decision made by group
consensus or by one decision maker?
Additional questions you could ask might
include the average dollar amount of the sale
or the length of a sales cycle. As you start
to give thought to the questions above and
others that you come up with, the true skill
set needed by your new hire will begin to
emerge.
Specifics are Important
All sales positions call for the ability to
close. Salespeople must be able to ask for
the business. But closing can differ depending
on the product and the sales cycle.
For example, companies with a shorter cycle
need a sales representative who can
accurately assess buying signs and ask
directly for the sale without hesitation. A
salesperson like this might find a long sales
cycle tedious and without enough
immediate gratification.
A lengthier sales cycle requires a
salesperson with strong consensus-building
skills. They must be able to work
within a customer's buying process and
know when everything is in order before they
attempt to close. They may be more strategic
and might not gain as much satisfaction from
a shorter sales cycle.
Being specific about your company's sales
cycle in the advertisement will increase the
chances that the right type of closer will
apply for the
position from the beginning.
Working with Recruiters
Some of my clients work directly with
recruiters. They rarely place ads on the
web. That's fine. In order to work
effectively with a recruiter, however, the
hiring company needs to provide precise
details about the qualifications necessary
for their open position. In doing so, they
will make it far easier for a recruiter to
present appropriate candidates.
Fewer but Better Applicants
When I craft and then post a more detailed
job advertisement for my clients, many are
disappointed to receive fewer resumes than
they're accustomed to. As they quickly scan
the resumes, though, most are surprised at
what a good match most applicants are for
their open position. They also discover that
the interview process is much more efficient
and productive. They aren't wasting their
time talking to candidates without the right
background to do the job.
Make an effort to write a job advertisement
for the salesperson you really want.
Specifics never scare truly qualified people
away. Candidates that do apply will be more
interested in the job, not less. They know
what they have to offer and want to work for
a company looking for that type of sales
representative.
