Think marketing, reputation and brand don’t matter in sales hiring? Try never cutting your lawn in front of your office for a year. This is exactly what one company did. They approached Peak to help them attract sales talent and when we arrived at their offices we were confronted by an overgrown mess of weeds and tall grass in front of the building. In spite of this the business was actually surviving.
Of course they had problems attracting sales talent (or any talent for that matter). No one wants to work for a company that doesn’t look good to customers and when candidates arrive at an office that looks run down, they will not only assume the business is in shambles, but that the company doesn’t care about how it looks in front of customers. So our first recommendation was to clean up the grounds of their offices. And when you are done with that, look at what else needs to be improved.
During our engagement with another company it was apparent that their website was preventing them from attracting sales talent. So they upgraded their corporate website from a stodgy old site with 5 year old press releases to a modern looking and current site and the reaction from candidates was like night and day. At first there was limited interest in the company with its old site, which was followed by enthusiastic interest when the new site was unveiled.
If you are determined to attract great sales reps, then consider improving your image in these 5 areas:
- Online – this is likely the first place that potential candidates will look, so make sure your website is professional and the content is up to date.
- Offices – make sure your offices look like a place of success and even if you have modest offices, make sure they are clean and professional.
- Interactions – make sure that the people that greet visitors and callers are professional and friendly so they inspire enthusiasm about your company.
- Customers – showcase marquee customers and achievements that prove that your company is a leader in your field.
- Reputation – Hire the best and your company will become known for attracting top producers.
Address these five areas at least, and the best in the business will want to work for you and soon you’ll be working with your own A-Team!
Eliot received his B. Comm. from Carleton University and has been honored as a Top 40 Under 40 Award winner.
He co-authored Sales Recruiting 2.0, How to Find Top Performing Sales People, Fast and provides regular insights on sales team management and hiring on the Peak Sales Recruiting Blog.
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