Hiring the best people in sales and marketing is a lot like playing baseball: you’ve got to throw the right pitch at the right time.
Trouble is, these people will only swing at the perfect pitch.
If you want to knock your next hire out of the park, here’s what you need to know about what the best sales and marketing people are looking for.
#1 They want to be successful
Marketing and sales can be frustrating because rejection is common and success rates are volatile. Even the best sales people are more likely to get a no than a yes at their next meeting. Even super-smart marketers frequently create campaigns that don’t meet expectations.
Odds are, if you’re hiring someone with experience, they’ve had a job or two where they haven’t been as successful as they wanted to be. Show them how this job is different. Tell them what you’ve achieved and where you’re going next. Prove it with numbers or examples that show how straightforward it will be to get results with your products or brand.
If your company hasn’t put up the numbers yet, tell them about your ideas for the future, and what you’re doing that sets you apart. According to Glassdoor, sales professionals are likely (78%) to accept less money for a position that is selling something interesting or compelling.
#2 They don’t want to be lonely
It’s common to think about sales people as “lone wolves” who like to hunt down their prey. But in reality, sales people (and marketers too!) value all the support they can get.
Sales reps and marketers don’t have as much autonomy as you might think. They actually have a laundry list of constraints: they don’t choose the products they sell, the prices that they charge, and often they’re at the mercy of customers’ every whim.
A big potential client is having a bad day because someone spilt soda on their suit? Small chance they’re gonna listen to a sales pitch, even if they’re dealing with someone who could sell a hockey stick to a shortstop.
So if you want to hire the best people in sales and marketing, let them know they’re going to be supported. Show them how important the sales function is to company success, that you appreciate their work, and that your company is going to make sure they have what they need to make your company more successful than the rest.
#3 They want clarity
Every job is a bit different. Different responsibilities and different expectations. Sometimes sales people are farming established business, and other times they’re hunting for new clients. In marketing, some jobs involve coming up with brand new initiatives and campaigns, executing via established channels, or both!
No matter what you’re looking for in your next hire, make sure you’re clear about what kind of work needs to be done. Same thing goes for targets and other metrics. If you can generate reasonable expectations for what this role is going to achieve, you’ll find people who are eager for the challenge.
Not everyone is looking for the same thing, but if you’re clear about the tasks, and clear about the expectations, you’ll get applicants who are a great fit and ready to get things done.
#4 They want to hear your sales pitch
When you write a job ad for a marketer, you’re writing for a writer. When you’re piquing the interest of a sales rep, you’re selling to a salesperson.
If you want to impress them, you need to show that you understand a good sales pitch. Your job ad is the best way to do that. Maybe talk to your sales and marketing people and get them involved in the writing; come up with a good sales pitch that is going to raise some eyebrows.
Don’t just post a job description and expect to catch the attention of people who persuade people for a living. Show them that you understand what marketing and sales people do, and that you’re as creative, empathetic and inspiring as they are.
Bottom of the 9th
Hiring the best people is a lot harder than slow pitch softball. If your candidate search has been throwing you curve balls, come talk to one of Fitzii’s Hiring Advisors. They’ll use specialized research to attract the very best candidates on the market.
Then you’ll have a veritable concession stand of great candidates to choose from, faster than you can say “it’s going…..going….it’s goooooooooooonnnnnnnnnnne!!!!!!!!”
Matt is a hiring advisor, and a purveyor of positivity at Fitzii.