Sales Recruiting -- From Process To Placement

How SRO drives revenue by recruiting better sales talent

1 © 2012 ACA Talent. All rights reserved.

The Importance of Optimizing Sales Recruitment

J im Sander joined ACA Talent in 2011 as Vice President of Sales. Previously, J im served as executive director for telecom business development at MarketSource, a managed staf fing f irm, where he consulted with enterprise cl ients including AT&T, Alcatel -Lucent, Avaya, and Comcast on the development and execution of their sales init iat ives. J im has a demonstrated track record of bui lding sales organizations known for their innovation and customer focus. Throughout his career, J im has led al l aspects of the sales and marketing development arenas through both B2B and direct channels. J im holds a BA in Economics from the University of Texas at Austin.

© 2012 ACA Talent. All rights reserved. 2

Speaker Bio: Jim Sander

© 2012 ACA Talent. All rights reserved.

Connecting Sharp Minds that Sell the World

One Deal at a Time…

3


§  Grow revenue by recruiting better talent faster §  Annually place over 4,000 sales candidates §  Over a decade of sales recruitment experience §  Inc. Magazine’s fastest growing companies


The Age-Old

Question


How to do

more . . .


With less?

¡ Increase productivity ¡ Maximize revenue opportunities ¡ Expand market share

¡ How to do this with little to no budget


Common Challenges

¡ How much revenue is each rep responsible for?

¡ What is your time-to-fill?

¡ What is your turnover rate?


Recruiting & Revenue: The Correlation

Recruiting directly affects revenue.


The True Cost of Vacancy

Knowledge Relationships Productivity Revenue Market Share

How can you minimize these costs ?


Your Biggest Investment


Your Sales Team

B

D C

A


80% of your revenue is generated by 20% of your sales team


B

D

C

A

Target Revenue = $1M Per Rep

= $1.6M

= $1.1M

= $600K

= $300K

$400,000 Revenue Lost


B

A

Target Revenue = $1M Per Rep

= $1.6M

= $1.1M

$1.4M Revenue Gained

B

A = $1.6M

= $1.1M


¡ Management time ¡ Lost productivity ¡ Effect on Morale ¡ Revenue opportunities ¡ Re-training time ¡ Replacement time

¡ Replacement costs ¡ Hiring costs ¡ Training time ¡ Ramp-up costs ¡ Administrative costs

The Cost of Underperformers


Typical Process for Managing Underperformers

Hire

Train

Ramp Up Retrain

Replace Time to break the cycle...

B

C

D


The Definition of Insanity

“Doing the same thing over and over again and expecting different results.” - Albert Einstein


“We can't solve problems by using the same kind of thinking we used when we created them.”

– Albert Einstein


How can you break the cycle to maximize revenue generation?


Doing More with Less, Efficiently

Optimization Sales Recruitment

•  Recruitment Team & Strategies •  Recruitment Process Optimization •  Integrated Technology •  Meaningful Metrics & Reporting


How Sales Recruiting Process Gets Lost

1.  Overly broad recruiting focus 2.  Too many steps/candidates get stuck 3.  Unable to hook candidates 4.  Branding mismatch 5.  Inefficiently uses resources 6.  No technology/wrong technology 7.  Incorrect measures of success

¡  Broad focus attracts everyone ¡  Sales one of many positions ¡  Emphasis on keywords ¡  Lack tailored assessments ¡ May miss key cues

§  Allow candidates to “oversell” § Manager rejects candidate §  Process starts all over


When Recruiting is Too Broad

Specialize your focus to attract the right candidates.

¡ Recruit customer-facing positions

¡ Share the “sales mentality” ¡ Profiling beyond the resume ¡ Understand position nuances ¡ Execute proven best practices ¡ Improve manager’s hiring

effectiveness


Specialized Focus: Sales Recruiters


Hiring Process Steeplechase


Obstacles to Hiring

¡ How many gates are candidates jumping through? ¡ Too long a race, and great candidates may drop out ¡ Resource alignment challenges

§ Multiple interviews § Ride-alongs § Unproven assessments § Background check § Drug testing

¡ Poor communication

Fix these up front to finish strong.


Hiring Process Steeplechase

¡ Communication is vital ¡ Swifter process for high volume ¡ Time affects conversion rates

§ Longer process = lower conversion § Candidates fly to new opportunities § Higher candidate churn rate

¡ Minimize candidate fall out § Only include necessary elements


Stop the Spiral

Let the process reflect the position.

¡  Assessment supports process ¡  Background checks ¡ More interviews = longer process ¡ Weed out unqualified candidates

early in the process ¡  Nurture qualified candidates

throughout the process


Compress Hiring Time

To catch a sales shark, you need more than just a big net.


Reeling in Top Sales Talent


Where is the hook?

¡ Give candidate a reason to consider you ¡ Comp is king ¡ Perks are a plus ¡ Ownership is not just about stock ¡ Say no to “making it up on the backend”

Fish with the right bait!


Disconnects Between HR & Sales

¡ Education ¡ Years of experience ¡ Skills requirements ¡ Position overview ¡ Keywords ¡ Compliance

Job Description Job Performance

¡ Sales aptitude ¡ Hunter/Farmer ¡ Type of sales ¡ Book of business ¡ Cultural fit

Blend the two for the most effective solution.


Sourcing Made Simple

Great Recruiting is as much about selling the job as

finding the right candidate


Branding and Recruiting

¡ Goes beyond post-and-hope ¡ Message tailored to audience ¡ Positive interview experience ¡ Former candidates might be future

customers (or competitors)

Leverage marketing to improve recruiting


Capitalize on Technology

Puts you in the driver’s seat ¡  Control candidate pipelines ¡ Manage open positions ¡  Capture recruitment activities ¡  Flex with hiring volumes ¡  Support legal compliance ¡  Automate repetitive actions ¡  Create meaningful reporting ¡  Drive CPI

1.  Select an ATS that suits your scale 2.  Map all processes to capture data accurately 3.  Automate tasks where applicable 4.  Determine metrics to success 5.  Integrate tools – job boards, assessments, applications


What to Look For in an ATS

Determine meaningful measures of success ¡ Time to fill – timeframe before a hire ¡ Conversion rates – # of interviews to hire ¡ Turnover – how many & how often ¡ Post-hire performance – revenue generation ¡ Cost-per-Hire – hard and soft costs


Sales Recruiting Benchmarks


Navigating Sales Recruitment: Best Practices

1.  Develop in-depth job descriptions 2.  Promote the company & opportunity 3.  Get to know hiring managers 4.  Build localized recruitment strategies 5.  Tailor behavioral interviews to the job 6.  Ensure timely feedback from stakeholders 7.  Use technology to support the process 8.  Measure results 9.  Drive continuous process improvements


Put recruitment on cruise control!


Contact Us

Jim Sander, Vice President of Sales [email protected]

888-750-5627 x 384 www.acatalent.com

Sales Recruiting -- From Process To Placement

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