Hiring Broadcast Sales Reps: A Strategic Approach to Evaluating the Right Fit

Hiring the right broadcast sales reps is more critical than ever in today's competitive market. The temptation to fill open positions quickly to have someone in the role is strong. However, hiring to have a "butt in the seat" often leads to disappointment, with new hires not working out and the costly cycle of rehiring beginning all over again. To avoid this, it's essential to take a strategic approach to evaluating potential hires, focusing on three key areas: Will to Sell, Sales DNA, and Tactical Skills.

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1. Will to Sell

The "Will to Sell" encompasses the inner drive and determination that a salesperson needs to succeed. This isn't something that can be easily taught; it's a combination of internal traits that motivate a person to push through challenges and consistently strive for success. When evaluating candidates, consider the following components of Will to Sell:

• Desire: How badly does the candidate want to succeed in sales? Do they have a genuine passion for achieving goals?
• Commitment: Are they committed to doing whatever it takes to achieve success, even when it requires extra effort?
• Outlook: Do they maintain a positive attitude, even in the face of setbacks? A positive outlook is crucial for overcoming the inevitable challenges in sales.
• Responsibility: Do they take ownership of their good and bad outcomes? Accountability is critical in a sales role.
• Motivation: What drives them to keep going? Understanding a candidate's motivation can help determine if they have the internal drive to succeed in a demanding sales environment.

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2. Sales DNA

Sales DNA refers to the innate characteristics and instincts that make someone naturally suited to a sales role. Unlike tactical skills, which can be developed over time, Sales DNA is about who the person is at their core. Critical aspects of Sales DNA include:

• Doesn't Need Approval: Are they comfortable making decisions without needing constant validation? Independence is vital in sales.
• Stays in the Moment: Can they remain focused and composed during high-pressure situations?
• Supportive Beliefs: Do they have beliefs that align with successful selling, such as confidence in the value of their product or service?
• Supportive Buy Cycle: Are they comfortable with the sales process and can navigate it effectively?
• Comfortable Discussing Money: Are they at ease when discussing budgets and pricing? A good sales rep needs to be direct and precise regarding financial discussions.
• Handles Rejection: Can they bounce back quickly from rejection, using it as a learning experience rather than a setback?

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3. Tactical Skills

Tactical skills are the practical abilities a salesperson needs to execute their role effectively. While these can often be taught, candidates must have a strong foundation in the following areas:

• Hunting: Are they proactive in finding and pursuing new opportunities?
• Reaching Decision-Makers: Can they effectively connect with and influence the key decision-makers in an organization?
• Relationship Building: Are they skilled at creating and maintaining solid client relationships?
• Consultative Selling: Do they take a consultative approach, understanding and addressing the unique needs of each client?
• Selling Value: Can they effectively communicate the value of their product or service rather than just focusing on price?
• Qualifying: Can they quickly and accurately qualify leads to focus on those most likely to convert?
• Presentation Approach: Do they have a robust and polished approach to presenting to potential clients?
• Closing: Are they effective at closing deals and bringing sales across the finish line?
• Sales Process: Are they familiar with and able to navigate a structured sales process?
• Sales Technology: Are they comfortable using modern sales tools and technologies to enhance their performance?

Why This Approach Matters

Taking the time to evaluate potential hires based on their Will to Sell, Sales DNA, and Tactical Skills ensures that you're not just filling a seat but bringing on someone truly equipped to succeed in your sales environment. This method helps to identify those candidates who will not only perform well but also contribute positively to your team culture and long-term goals.

Focusing on these critical factors reduces the risk of hiring someone who might seem like a good fit initially but fails to deliver when it matters.

In conclusion, don't rush the hiring process. Instead, take a strategic, thorough approach to evaluate potential sales reps. By focusing on the Will to Sell, Sales DNA, and Tactical Skills, you'll build a team that meets and exceeds your expectations, driving long-term success in the competitive broadcast sales industry.

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