Module Five
Staffing the Sales Force:
Recruitment and Selection

Learning Objectives
1.
Explain the critical role of recruitment selection and building and maintaining a productive sales force.
2.
Describe how recruitment and selection affect sales force socialization and performance.
3.
Identify the key activities in planning and executing a program for sales force recruitment and selection.
4.
Discuss the legal and ethical considerations in sales force recruitment and selection.
Professional Selling:
A Trust-Based Approach
Module 5:
Staffing the Sales Force: Recruitment and Selection
Ingram LaForge Avila
Schwepker Jr.
Williams

Setting the Stage
New Hiring Strategy at Information Graphics
Group Allows Them to Bring Aboard the Best
1. In what way did Information Graphics
Group change it’s interviewing format?
Professional Selling:
A Trust-Based Approach
Module 5:
Staffing the Sales Force: Recruitment and Selection
Ingram LaForge Avila
Schwepker Jr.
Williams

Importance of
Recruitment and Selection
Problems associated with inadequate implementation:
– Inadequate sales coverage and lack of customer follow-up
– Increased training costs to overcome deficiencies
– More supervisory problems
– Higher turnover rates
– Difficulty in establishing enduring relationships with customers
– Suboptimal total salesforce performance
Professional Selling:
A Trust-Based Approach
Module 5:
Staffing the Sales Force: Recruitment and Selection
Ingram LaForge Avila
Schwepker Jr.
Williams

Introduction to Sales Force Socialization
Sales Force Socialization refers to the process by which salespeople acquire the knowledge, skills, and values essential to perform their job.
Achieving
Congruence
Achieving
Realism
Important during recruitment and selection
Professional Selling:
A Trust-Based Approach
Module 5:
Staffing the Sales Force: Recruitment and Selection
Ingram LaForge Avila
Schwepker Jr.
Williams

Proposed Model of
Sales Force Socialization
Recruiting/Selection
Objectives
Realism
Training
Objectives
Initiation to
Task
Person
Outcomes
Task Specific
Self -Esteem
Job
Outcomes
Job
Satisfaction
Congruence
Professional Selling:
A Trust-Based Approach
Role
Definition
Job
Involvement/
Commitment
Resolution of
Conflicting
Demands at Work
Performance
Module 5:
Staffing the Sales Force: Recruitment and Selection
Ingram LaForge Avila
Schwepker Jr.
Williams

Recruitment and Selection Process
Step 1
Planning for
Recruitment & Selection
Step 2
Recruitment: Locating
Prospective Candidates
• Job Analysis
• Job Qualifications
• Job Description
• Recruitment &
Selection Objec.
• Recruitment &
Selection Strategy
• Internal Sources
• External Sources
Step 3
Selection:
Evaluation and Hiring
• Screening Resumes and Applications
• Initial Interview
• Intensive Interview
• Testing
• Assessment Centers
• Background Invest.
• Physical Exam
• Selection Decision and Job Offer
Professional Selling:
A Trust-Based Approach
Module 5:
Staffing the Sales Force: Recruitment and Selection
Ingram LaForge Avila
Schwepker Jr.
Williams

Planning for Recruitment and Selection
Job Analysis:
Entails an investigation of the tasks, duties, and responsibilities of the job.
Professional Selling:
A Trust-Based Approach
Module 5:
Staffing the Sales Force: Recruitment and Selection
Ingram LaForge Avila
Schwepker Jr.
Williams

Planning for Recruitment and Selection
Job Qualifications:
Refers to the aptitude, skills, knowledge, personal traits, and willingness to accept occupational conditions necessary to perform the job.
Professional Selling:
A Trust-Based Approach
Module 5:
Staffing the Sales Force: Recruitment and Selection
Ingram LaForge Avila
Schwepker Jr.
Williams

Planning for Recruitment and Selection
Job Description:
A written summary of the job containing the job title, duties, administrative relationships, types of products sold, customer types, and other significant requirements.
Professional Selling:
A Trust-Based Approach
Module 5:
Staffing the Sales Force: Recruitment and Selection
Ingram LaForge Avila
Schwepker Jr.
Williams

Planning for Recruitment and Selection
Recruitment and Selection Objectives:
The things the organization hopes to accomplish as a result of the recruitment and selection process. They should be specifically stated for a given period.
Professional Selling:
A Trust-Based Approach
Module 5:
Staffing the Sales Force: Recruitment and Selection
Ingram LaForge Avila
Schwepker Jr.
Williams

Planning for Recruitment and Selection
Recruitment and Selection Strategy:
The plan the organization will implement to accomplish the recruitment and selection objectives. The sales managers should consider the scope and timing of recruitment and selection.
Professional Selling:
A Trust-Based Approach
Module 5:
Staffing the Sales Force: Recruitment and Selection
Ingram LaForge Avila
Schwepker Jr.
Williams

Recruitment:
Locating Prospective Candidates
Internal Sources
– Employee referral programs
– Internships
External Sources
– Advertisements
– Private employment agencies
– Colleges and universities
– Job fairs
– Professional societies
– Computer rosters
Professional Selling:
A Trust-Based Approach
Module 5:
Staffing the Sales Force: Recruitment and Selection
Ingram LaForge Avila
Schwepker Jr.
Williams

Selection:
Evaluation and Hiring
• Screening Resumes and Applications
• Interviews
• Testing
• Assessment Centers
• Background Investigation
• Physical Examination
• Selection Decision and Job Offer
Professional Selling:
A Trust-Based Approach
Module 5:
Staffing the Sales Force: Recruitment and Selection
Ingram LaForge Avila
Schwepker Jr.
Williams

Screening Resumes and Applications
• Evidence of job qualifications
• Work history
• Salary history
• Accomplishments
• Responsibilities
• Appearance and completeness
Professional Selling:
A Trust-Based Approach
Module 5:
Staffing the Sales Force: Recruitment and Selection
Ingram LaForge Avila
Schwepker Jr.
Williams

Interviews
Types of interviews
– Initial Interviews
– Intensive Interviews
– Stress Interviews
Locations
– Campus
– Recruiter’s Location (i.e. Plant Trip)
– Neutral Site
– Telephone
Professional Selling:
A Trust-Based Approach
Module 5:
Staffing the Sales Force: Recruitment and Selection
Ingram LaForge Avila
Schwepker Jr.
Williams

Testing: Value and Types
Value
– May be used to assist with initial screening
– May indicate compatibility with job responsibilities
– May indicate compatibility with organization’s culture and personnel
Types
– Personality
– Intelligence
– Psychological
– Ethical Framework
Professional Selling:
A Trust-Based Approach
Module 5:
Staffing the Sales Force: Recruitment and Selection
Ingram LaForge Avila
Schwepker Jr.
Williams

Testing: Guidelines for Using
• Do not attempt to construct tests for the purposes of selecting salespeople
• If psychological tests are used, be sure the standards of the American Psychological
Association have been met
• Use tests that have been based on a job analysis for the particular job in question
Professional Selling:
A Trust-Based Approach
Module 5:
Staffing the Sales Force: Recruitment and Selection
Ingram LaForge Avila
Schwepker Jr.
Williams

Testing: Guidelines for Using
• Select a test that minimizes the applicant’s ability to anticipate desired responses
• Use tests as part of the selection process, but do not base the hiring decision solely on test results
Professional Selling:
A Trust-Based Approach
Module 5:
Staffing the Sales Force: Recruitment and Selection
Ingram LaForge Avila
Schwepker Jr.
Williams

Background Check
• Be wary of first-party references
• Radial search referrals might be used
• Use an interview background check
• Use the critical incident technique
• Pick out problem areas
• Obtain a numerical scale reference rating
• Identify an individual’s best job
• Check for idiosyncrasies
• Check financial and personal habits
• Get customer opinion
Professional Selling:
A Trust-Based Approach
Module 5:
Staffing the Sales Force: Recruitment and Selection
Ingram LaForge Avila
Schwepker Jr.
Williams

Selection Decision and Job Offer
• Evaluate qualifications in order of importance
• Look for offsetting strengths and weaknesses
• Rank candidates
• If none meet qualifications, may extend search
• May have to offer market bonus (signing bonus) to highly qualified candidates
Professional Selling:
A Trust-Based Approach
Module 5:
Staffing the Sales Force: Recruitment and Selection
Ingram LaForge Avila
Schwepker Jr.
Williams

Legal and Ethical Considerations:
Guidelines for Sales Managers
• Become familiar with key legislation affecting recruitment and selection
• Conduct job analysis with an open mind
• Job descriptions and job qualifications should be accurate and based on a thoughtful job analysis
• All selection tools should be related to job performance
Professional Selling:
A Trust-Based Approach
Module 5:
Staffing the Sales Force: Recruitment and Selection
Ingram LaForge Avila
Schwepker Jr.
Williams

Legal and Ethical Considerations:
Guidelines for Sales Managers
• Sources of job candidates should be informed of the firm’s legal position
• Communications must be devoid of discriminatory content
• Avoid other practices that may be perceived as ethically questionable
Professional Selling:
A Trust-Based Approach
Module 5:
Staffing the Sales Force: Recruitment and Selection
Ingram LaForge Avila
Schwepker Jr.
Williams