Sales are the Face and Marketing are the head of any organization. It is very true and if we don’t understand the difference then we will end up hiring a wrong person for the right job.
Sales Vs Marketing
To get into that we should know the difference between Sales and Marketing. Whenever I get a chance to interview sales guys I ask this question to them for sure.
Most of them will fail to explain. Some will explain in a very professional way. I will then ask them to summarize the same in a single line. I have seen 99% fail to explain it.
Maybe I am expecting them to tell what I wish to hear could be the reason. The answer I always wish to hear is “Sales is an art and Marketing is a science”
This is the reason we have Discipline as Marketing even in Business Administration courses and there is no specific degree for Sales. You can treat marketing to any person. But you can only train and bring the naturally having sales capabilities from a sales guy. If you force sales to a person who doesn’t have the flair for sales then he will surely fail.
Who should I hire?
International Cold Calling sales team is something which is there only for the last 13 years maximum and in that too very few companies has that capability in house for more than 5 years. Remaining all companies are having the conventional face to face meeting with the sales guys selling or inside sales team fixing the meeting and seniors go and do the real sales face to face.
So if a company wants to set up the new sales team, they will eventually look into those companies which are specialised in selling through cold calling and hire.
Typical Interview with those sales guys
Interviewer: Hi, How are you?
Sales guy: I am good.
I: Can you explain about yourself
SG: I am so and so, working with so and so company and have closed nearly 500K out of two deals in this year both F2000 clients
I: (in his mind voice) WOW
I: Where you able to reach your target?
S: Yes, even I got adjudged as the best sales guy for reaching my target last year.
I: What are your salary expectations and notice period?
Typically it will go and they will hire that guy.
End of the sixth month this guy would be the worst performing guy and either we would have fired him or he would have left the organisation.
I have seen this in many companies out of my experience.
What could be the reason for the best performer of the earlier company not able to perform here?
The reason is us. Yes, it is us!!!
He said he closed 500K with two F2000 clients. We typically took that as “he closed” . The real scenario could not be the same.
He would have reached the right person with his cold calling skills and the brand of his earlier company would have taken the remaining steps to get that 500K deal.
Here, we have seen 500K, F2000, One year target, etc and failed to see the real fact that he was not the reason for any of the above and he was reaching the right person through his cold calling skills and only his company was able to do the remaining.
He is not just the nonperformer we are also the partial reason for the total failure. We have overrated his capabilities with whatever he bloated and told during the interview and failed to judge his capabilities.
So whenever you are interviewing from a most successful company into your sales team try to evaluate his personal capabilities rather than what the company was able to achieve with his cold calling.
Typically, if you are a company size of fewer than 150 employees, then avoid hiring sales guys from company size of more than 200 employees.