Sales Leaders Increase Sales Success by Recruiting Top Sales Reps - Part 1 of 4: Initial Phone Screen

Most sales reps have a good pitch, especially those who are selling themselves. How do you identify the peak performers hidden in the haystack of average performers with the gift of gab?

It’s better to err on the over-critical side during the screening process than to hire the wrong candidate. This article addresses Phase 1 of the four primary Phases of Screening for Peak Performing Sales Reps:

1. Preliminary Phone Screen
2. Telephone Interview
3. Personality Profiling
4. Face-to-Face Group Interviews with Your Peer/Superior Advisor Group

Does the candidate seek to identify areas where (s)he can add value?

• Observe whether your candidate is using this first call to learn specific challenges that you are trying to address with the addition of a new sales rep. You can, if you choose, ‘plant some seeds’ of specific issues to determine how well the candidate further ‘explores’ opportunities through open and closed-ended questioning.
• Observe whether the candidate is an active closer. In B2B sales, this doesn’t always necessarily mean asking for the order, but it does mean that (s)he is actively obtaining commitment from you to move the process to the next step. You are looking for a candidate to do the same types of things that you would expect a good rep to do during a first sales call.
• Use the first call to “Get to know each other,” and to get a sense of the candidate’s likeability. I recommend that you keep the first call light and relational. You want all candidates to like you, since you always want to be the one to choose or not choose to further pursue your candidate.

Knockout Criteria

1. If you don’t like the candidate, do not pursue. Likeability and first impressions are critical to success, and if the candidate starts off on the wrong foot with you, how will (s)he do during initial prospect contact? Keep in mind that (s)he may be nervous, so be a little forgiving during the first call.
2. If (s)he does not obtain commitment for the next call then do not pursue. You may, of course, allow some flexibility here as to whether a specific date and time commitment must be made, but firming up the next meeting is a strong indicator of a good rep.
3. If the call ends and the candidate doesn’t have a pretty good understanding of your situation and challenges, then do not pursue. This assumes, of course, that you have been relatively forthcoming with answers to the candidate’s questions. It’s okay to play the role of ‘Buyer’, but no fair stonewalling too much! Be realistic.
4. If the candidate pitches you his/her irrelevant (albeit impressive) credentials and solutions without aligning the pitch to your specific needs, then do not pursue. Presenting irrelevant products or services to customer prospects is unforgivable.

Read Part 2 of 4: Recruiting Top Sales Reps - Telephone Interview.