It's Time To Rebrand Your Sales Team

By Robyn Porter, Human Resources Manager & Consultant, HTG Peer Groups

Recently a co-worker of mine forwarded a WSJ article addressing why it’s so hard to fill high paying tech sales positions. The article came as no surprise to me, as the sales positions I have been trying to fill the last couple of years have presented challenges. It’s hard to fathom why, in this economy, folks aren’t jumping at the chance to earn $75K+, right?  And I have found this not only in sales but any tech jobs. With the continued declines in personal wealth and earnings potential since the Great Recession, one would think job postings would garner hundreds of qualified applicants, but they simply don’t. Specifically with regard to sales the article addressed some valid reasons for this phenomenon, including job instability, sales as an innate ability, and the image problem that salespeople are predatory. Without getting too mired in sociology and psychology, let’s cut to the chase and explore some options to “rebrand” your sales team and make sales an inviting and viable career option to those hesitant millennials and Gen Z employees and candidates.

Job Descriptions And Postings

While I’m not one to use fancy titles to dress up a job, i.e., “Manager of Everything Fantastic” or “Ambassador of Awesomeness” (you know what they say about lipstick on a pig), sales positions probably do need to be rebranded to reflect your culture and to be more inviting. I’m not talking about embellishing; I’m talking about a real paradigm shift, reflected in the title, job description and postings. For instance, the word “consultant” brings to mind someone who is using their expertise to help others in a collaborative way. So, what about “IT Solutions Consultant”? This person would be working side-by-side with their potential client to offer solutions to their IT needs.  Simple as that.  Do be sure that the title aligns with the KPI’s (key performance indicators) in the job description and the job posting.

Compensation

The article speaks to the insecurity many candidates feel about sales positions in general. One way to overcome this is to change your compensation structure for sales people. Gone are the days when folks were comfortable with 100 percent commissioned positions. Providing a better balance between salary and commission is one way to address those fears. 

Culture

Many younger candidates express the need to feel they make a difference, that they belong to a team and that their opinions matter. Often there is a chasm between the sales staff and the operations staff and building a bridge between the two is a big step in rebranding sales positions.  This happens both internally through the use of team building exercises and activities but also externally with your clients. Teaming up sales and technical staff on projects, bids and business development demonstrates your organization is “walking the talk.”  Immersion of your sales staff into your operation and vice-versa can go a long way to a more collaborative environment.

Mind Your Mine

You have an invaluable wealth of knowledge and dedication in your organization and along with that, potential new sales people. Learn to identify those folks who show a higher level of customer service and a desire to branch out. Think outside the box when it comes to traditional roles and responsibilities. Try hybrid positions combining sales with technical expertise, rather than the traditional verticals. Provide the cross-training necessary to interested individuals, and the rewards just might pay off big in the end with increased job satisfaction, dedication and profits!