how to hire top-performing salespeople in an evolving sales environment

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HOW TO HIRE TOP-PERFORMING SALESPEOPLE IN AN EVOLVING SALES

ENVIRONMENT

© CALIPER

Presenters

7

Tom Schoenfelder, PhD. SVP, Research and Development

Caliper

Jacque Casoni Director, Account Management

Caliper

© CALIPER

Agenda

8

•  How the business environment is changing and how it impacts the sales profession

•  What research has revealed about successful sales job models that are applicable in today’s changing environment

•  How to leverage this information to better hire and train sales professionals at your organization

Hunter/Farmer

Challenger

Consultant Selling with Insight

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•  Today’s buyers are much more aware of features and benefits,

alternative offerings, and reviews from other customers.

•  Today, salespeople are charged with becoming Trusted Partners who can add value and bring real ROI to their clients.

•  Every situation, product or service, organization, and sales cycle requires a different set of competencies for success.

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The Research: The World of Work and Sales Job Models

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The Rapidly Evolving World of Work

•  Lower barriers to entry

•  Disruptive technologies

•  Shifting demographics

•  Macroeconomic conditions

•  Geopolitical events

•  New psychological contract

© CALIPER

60% of the purchasing decision is made before engaging a sales

professional.

75% of B2B buyers (84% of executives) use social media to

make purchasing decisions. 90% of executives ignore

cold-calls.

The World of Sales: More change in last 5 years than in the previous 130

Sales Environment is Just Hard(er)

Customer needs have grown more complex and dynamic

More sophisticated buying processes Much more available information

Information paradox/epistemological crisis Technology changes

Consumption (and work) as impression management

Cost of Sales is Substantially Increasing

Focus on business impact and ROI

Consensus buying

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The 4 Buyer Quadrants

‘Show me how this works’ ‘I need help!’

‘Let’s get this over with’

‘Explain how you can help’

Complexity of the buyer environment

Com

plex

ity o

f Pro

duct

/Ser

vice

© CALIPER

The 4 Buyer Quadrants

‘The Explainer’ ‘The Consultant’

‘The Order Taker’

‘The Option Finder’

Complexity of the buyer environment

Com

plex

ity o

f Pro

duct

/Ser

vice

-25% +10%

-33% -10%

© CALIPER

Working in Sales: By the Numbers

0 25 50 75 100

Getting up to speed > 7 Months > 1 Year

Tenure: 1.4 years (5% > 3 years)

Sales Cycle: 6 to 12 months

Total Comp: $98,074

Separation Costs: $114,957

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The Psychology of Sales in an Increasingly Complex World

© CALIPER

In the beginning… Selling as a neurosis?

24

•  What Makes a Good Salesman •  1964 HBR •  Ego-drive, Ego-strength, Empathy

•  Communication style and action orientation

•  Those were simpler times…

The Research Today… It’s Complicated

•  Complex relationship with extraversion •  Cognitive ability in context

•  Social competence •  Thinking styles

•  Seeking reward/avoiding loss; self-efficacy; attribution style

•  Dealing with role conflict and ambiguity •  Helping clients with:

•  Processing info; focusing on future; making decisions; fostering adaptability; innovating to tackle new challenges

Selling-Related

Knowledge

Adaptiveness

Role Ambiguity

Cognitive Ability

Work Engagement

Drivers of Sales Success

The Competency Library

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•  Developed via meta-analysis of over 12 years of validation studies and competency modeling engagements

•  49 competency areas organized along 7 performance dimensions

•  Behavioral indicators for each (total of 245 behaviors in full library)

•  Validated scoring for all competencies and behaviors

•  Developmental suggestions and interview items for each behavior

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New Business

Development Account

Development

Account Service

Specialist Consultative

Sales

Technical Sales

Strategic Sales

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New Business Development

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Account Development

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Account Service Specialist

The Implications: Hiring & Development

•  Validated benchmarks align with both strategy and science

•  Integrated human capital management

•  Consistent onboarding and messaging

•  Measurable performance metrics •  Focused professional

developmental

Now what?

Job Model Identification

How long is the sales cycle?

Is technical acumen necessary?

Are they expected to be subject-matter

experts in an industry?

Is it a complex sale? Do they receive warm leads?

How important is the service element

and growth of existing accounts?

Who would be the target customer?

And based on your answer…

© CALIPER

New Business

Development Account

Development

Account Service

Specialist Consultative

Sales

Technical Sales

Strategic Sales

© CALIPER 39

Key Takeaways •  Rate of change is exponential: business, work, sales.

•  One-size-does-not-fit-all: Must nuance our approach to sales to align with today’s complexities.

•  Context Matters: Critical to understanding business environment, culture, team dynamics, as well as role requirements.

•  Psychology of Sales: Leveraging cutting-edge science will significantly increase success.

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