Really?

            I was approached by a small radio group recently that had concluded “training” would solve their high failure rate of entry level salespeople. As a consultant, training has always been part of my bag of success tricks so I listened.

One of their managers said, “Our turnover rate is killing us. Our new recruits seldom succeed because they aren’t trained properly.”

            “Really?” I asked.

I asked about their hiring process, new recruit remuneration packages and their training, and while I’m pro-training, quickly discovered training wouldn’t be the miracle cure for their problem.

            Basically, their recruiting process consisted of the old mirror test…… they put a mirror under the candidates nose and if it fogged up, they got the job.

            But even worse, was their remuneration package. “We want self-starters,” one manager proclaimed. “We give them a 90 day guarantee and no account list. After that they eat what they kill.” And the management team concluded the reason most didn’t make it past the 90-day mark was because they lacked confidence in themselves or didn’t have the right training.

            My first job was as an apprentice carpenter (don’t ask how I got into ad sales, it’s a long story).  It takes four years and lots of night school to complete a carpenter’s apprenticeship. Having done ad sales and carpentry, I can tell you both take a lot of skill and learning.  What makes anyone think we can be accomplished ad salespeople after 90 days with any amount of training?

            And then we compound the problem by asking new recruits to sell while their knees are knocking because they need the sale to put bread on the table. We’ve all seen these ‘failed’ recruits move on to successful selling careers in other fields. It’s time we gave them a chance in media.

            While training is part of the success equation, pre-qualified recruitment, a realistic investment in start-up salaries, leadership and mentoring also play dominant roles in a ‘rookie’s’ success.