At a human resources salon, a colleague who is doing fast-moving consumer goods complained that it is difficult to recruit sales staff now: the human resources department likes it, but the sales department doesn't like it; Both the human resources department and the sales department like it, but their performance in actual work is not satisfactory, and they ask me for advice. Where are the problems? According to the survey of "the current situation of enterprise recruitment in China in 2115" organized by China Human Resources Development Network, the results show that the recruitment of sales staff is insufficient in planning, science and professionalism. The sales department has no clear requirements when submitting the recruitment requirements to the human resources department. The personnel in charge of recruitment are low-level or unprofessional, and the evaluation of candidates is mainly based on experience and knowledge examination, and less than 1/3 of employees' psychological tests are paid attention to. Therefore, apart from the objective factors of supply and demand in the talent market in some industries, the professionalism and scientificity of recruitment are the root of the problem. Human resource management should solve three problems: value creation, value evaluation and value distribution. Specifically, we should recruit salespeople and make clear five aspects: What to do? Who will do it? How? How's it going? How to motivate? In the process of recruitment, some enterprises don't even know what to do and who will do it, so it is inevitable that the recruitment results are not ideal. Let's talk about the recruitment of salespeople based on my own experience in recruitment:

1. Clarify the job description

The job description is based on job analysis, and the written result of the job description is a job description, including direct supervisor, job objectives, job responsibilities and tasks, job performance, rotational positions 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 it is to solve the problem of what to do. Second, clarify the qualifications

After describing the position, determine the qualifications, generally including skills, experience, knowledge, quality and tenure. Enterprises whose products are sold to foreign markets require that the language and degree of sales personnel are different from those in the domestic market; Enterprises that develop new products require that the development ability of sales personnel is different from that of those who sell old products; Enterprises whose products are aimed at group customers require that the negotiation ability of sales personnel is different from that of individuals; Enterprises with cross-regional sales structure require salespeople to have higher ability to adapt 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 own thoughts and be good at sharing with others;

3. I often hint at myself 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, a qualified salesperson should have the following five qualities: achievement orientation, self-confidence, integrity, interpersonal understanding and flexibility. Iii. design evaluation system

1. basic qualification evaluation elements

skills-listening, expression, persuasion, analysis, negotiation, organization, computer application, time management, teamwork, foreign language type and degree

knowledge-education, major, customers, products, competitors, our company

experience-actual sales experience. Elements of behavioral quality evaluation

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 the candidates meet the set requirements. Take an example to illustrate:

Interpretation of quality 2:

Self-confidence: a belief that they are confident and capable of completing a task or taking some effective measures to complete the task or solve problems. Including confidence in one's own ability, especially confidence in one's own judgment and decision when the work is more difficult.

Grade 1-2: Slightly

Grade 3: Self-confidence: regard yourself as an expert, regard yourself as the driving force and source to promote the development of a certain thing, and think that you are better than others, which clearly shows your confidence in self-judgment (but you can't score without specific examples).

level 4: choose challenge or contradiction: like challenging work, challenges can arouse his excitement, hope to seek new responsibilities, be able to express his own views when cooperating with management, customers or others, and state his own views clearly and confidently in a polite way. The same is true for dealing with contradictions.

tip: does this person dare to take risks to accept tasks or put forward opinions that are different from those of superiors, customers and powerful people? The "self-confidence" quality of qualified salespeople should be at level 3-4.

3. Selection of selection tools

Evaluation center technology is generally adopted in the selection of sales personnel. Many enterprises only adopt a single interview method, which can't comprehensively evaluate candidates, resulting in lower recruitment reliability, dissatisfaction of the employing department and impact on enterprise performance. In general, interview+scenario simulation+psychological test can be used. Among them, for the general sales staff, the proportion of structured interviews should not be less than 31%, and for the sales manager/supervisor, the proportion of scenario simulation and psychological test should be increased.

In structured interview, the design of questions is the key, so we should pay attention to one question: question design serves for quality evaluation, and each question should correspond to the investigation of a certain quality.

fourth, choose recruitment channels

choosing excellent sales staff means looking for a variety of channels. Recruiters should be clear about the advantages and disadvantages of each channel, so as 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 talents have their own uses. Companies can get candidates who are familiar with products, companies, customers, competitors and industries in a short time and at low cost. 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: The existing staff of the company, especially the sales staff, can often recommend excellent sales staff. The recommended person generally has rich experience, understands the job requirements and has a strong interest in the position. If the recommended person is accepted, the company will reward the recommender and add additional rewards according to the later performance. If you don't accept or dismiss after accepting, you should give an appropriate explanation to the recommender 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. However, it is difficult for small enterprises, especially small and medium-sized state-owned enterprises, to recruit excellent sales staff.

5. Media advertising: Newspaper-based media advertising has the advantages of low recruitment cost, wide information diffusion, high alternative rate and less blind application. However, the source and quantity of candidates are unstable, the advertising content is monotonous, the advertising position 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, low cost, wide coverage and flexible recruitment methods. However, there are many false information in this channel, and it is difficult to process the information. Choose Worry-Free Future, Zhaopin and ChinaHR.com, which have great influence in China.

7. Campus recruitment: Enterprises choose to recruit fresh graduates from colleges or vocational schools who have the basis of marketing theory because such candidates are easy to train, proactive and require low salaries. However, their lack of work experience and slow adaptation to work are the considerations of sales managers.

8. talent exchange center: the exchange center reserves a large amount of candidate information and recommends and selects excellent salespeople on its behalf.

9. Employment Agency: Most of the candidates in this channel are people with poor ability and difficult to find jobs. Enterprises provide detailed job descriptions and job-hunting conditions, and please introduce professional consultants to help screen them, so as to simplify working procedures and obtain qualified candidates.

11. Headhunting companies: There are ordinary and special headhunting companies that recruit senior sales staff. The former has a wide range and 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. The sales manager should get rid of companies interested in agency fees and media, and choose companies with appropriate price and installment payment according to their performance. For sales managers and above, you can choose to cooperate with headhunting companies.

11. Suppliers: The personnel of suppliers know the quality, performance and usage of products, but the cost is high and the training is difficult. Many retailers hire sales staff 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 is best to get the consent of the candidate's supervisor and take a cautious attitude, otherwise you will lose customers forever. Enterprises whose products are sold to government agencies often employ people who have worked in government departments, especially procurement departments, in order to obtain better sales performance.

13. Promoter: When the sales manager meets people who promote themselves or others, he observes their image, manners and negotiation skills, screens outstanding people, asks for business cards or relevant materials and files them. The sales manager contacts and understands the current situation, selects suitable candidates, and indicates the willingness to hire.

14. Competitor: Competitor candidates know the industry, products and customers, understand the job requirements, have sales records for evaluation, and may bring customers, but they have high expenses, low loyalty and difficult training. If there are many vacancies in the company, there is no time to train new employees, and higher sales performance is required, mining from competitors is the most effective way. Many sales managers visit competitors' stores every month, not to know the price, but to find excellent sales staff.

V. Selection of talents

1. Resume research: If all resumes received are notified for an interview, it will be chaotic. First, carefully analyze the resume. Professional jobs need to work with the employing department to screen out possible candidates, with the focus 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 don't jump ship too often. After carefully screening your resume, you can move on to the next step.

2. Telephone communication: After studying your resume carefully, don't inform the interview in a hurry, but communicate by telephone first. There are many candidates who write their resumes in order to increase their interview opportunities. Therefore, we hope to study the 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, major work experience, mastery rather than familiar or knowing tools, etc., 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 unsuitable for the required position, then you can start the next work-notice 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 the weekend, during which candidates are generally available; Interviews between people generally need to be staggered for a time, usually about 21 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, etc. If you feel ok, conduct 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 objectively, fairly and quantitatively test candidates, interviews+psychological tests+scenario simulation are usually adopted, and sometimes written tests are also included. For example, the sales of foreign-related technical products require English and professional foundations, and written tests are essential. The usual written test adopts a set of comprehensive questions, including: basics (such as English foundation, professional foundation), professional test-understanding of technology in the industry, analysis questions, expression questions, etc.

I still want to emphasize that it is very important to design questions for the quality items under investigation during the interview. The question design must be targeted, and open-ended questions should be adopted instead of closed questions.

For example, to examine the self-confidence of candidates, you can design the following questions: How to evaluate your work performance in your past team and the role you played? What would you do if your superior asked you to perform a task and you thought that 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 promoted a product that you are familiar with." Get to the bottom of the question in question.

5. Final interview: After the above evaluation is passed, a final interview will be conducted to introduce the company, position and salary requirements in detail, and the two parties will finally reach an employment agreement.

VI. Problems that should be paid attention to in the recruitment process

1. The competition for talents is very fierce, and the recruitment cost is also very high. Good talents will become the object of competition among 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 attention to 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 contacted the company become friends rather than enemies of the company.

3. Applicants are required to submit detailed resumes and various supporting documents, and get to know the situation of the applicants in the original company by telephone, mainly to know whether there are any violations of laws and regulations, so as to avoid potential harm.

4. At present, there are many industries in society, 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 education and work background, such as selling large products in the communication industry. It is best to recruit people with engineering background for certain training, while it is best to have medical study or work background in drug promotion, of course, mainly depending on the customers to be faced in the future. The biggest advantage of doing this is to focus on the long-term. 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 room for development in promotion.

5. It is best not to employ the following personnel:

(1) They have suspicious credit, have bad records in the original enterprise, and their resumes are seriously falsified;

(2) Have a record of bad habits;

(3) Physical defects or continuous hospitalization records in recent years;

(4) I have changed more than 5 work units before;

(5) I often change my address, and my life is unstable;

(6) the unemployment period is too long;

(7) borrowing money from colleagues for a long time;

(8) those who aim too high and are unrealistic. sell