Staffing the Sales Force:

Recruitment and Selection

 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
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 Important during
recruitment and
Achieving selection
Realism
 Proposed Model of
Sales Force Socialization
Recruiting/Selection Training Person Job
Objectives Objectives Outcomes Outcomes

Initiation to Task Specific Job

Realism
Task Self -Esteem Satisfaction

Job
Involvement/
Commitment

Resolution of
Role Conflicting
Congruence Performance
Definition Demands at Work
 Recruitment and Selection Process
Step 1 Step 2 Step 3
Planning for Recruitment: Locating Selection:
Recruitment & Selection Prospective Candidates Evaluation and Hiring
• Screening Resumes
• and Applications
Job Analysis • Initial Interview
• Job Qualifications • Intensive Interview
• Job Description • Internal Sources • Testing
• Recruitment & • External Sources • Assessment Centers
Selection Objec. • Background Invest.
• Recruitment &
• Physical Exam
Selection Strategy • Selection Decision and
Job Offer
Planning for Recruitment and Selection

Job Analysis:
Entails an investigation of the tasks, duties, and
responsibilities of the job.
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.
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.
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.
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.
 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
 Selection:
Evaluation and Hiring

• Screening Resumes and Applications

• Interviews
• Testing
• Assessment Centers
• Background Investigation
• Physical Examination
• Selection Decision and Job Offer
Screening Resumes and Applications

• Evidence of job qualifications

• Work history
• Salary history
• Accomplishments
• Responsibilities
• Appearance and completeness
 Interviews

Types of interviews
– Initial Interviews
– Intensive Interviews
– Stress Interviews

Locations
– Campus
– Recruiter’s Location (i.e. Plant Trip)
– Neutral Site
– Telephone
 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
 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
 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
 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
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
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
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