Over the past week there have been more articles than I care to count on how to write an effective job ad – none of which are written with sales positions in mind. When it comes to sales, you need to think a bit differently.
Let me give you an example – all the articles recommend, in some fashion or another, to collect resumes from candidates via email. Some even suggest that you respond with a thank you even if they are not qualified for the position. Fair enough, but not one mentions to put your phone number in the ad. You’re probably saying, I’m not doing that and having hundreds of people calling me about a position. Let me ask you, why not? If you are hiring a salesperson, aren’t you expecting them to call your prospects and customers as part of your process?
will touch on this subject again, but let me give you some tips in writing an effective sales ad.
- What are the main requirements of the job? I am not talking about the job description. Instead, think about a wish list, so to speak, of what you need this person to be good at to close business for you. If that is too wide a topic, focus on what it takes to close one deal. Do they need to be good on the phone? Do they need to be solutions-based or product-based in their approach? Is this a business development role or an account management position?
- Write the ad to attract your ideal salesperson. We want the ideal candidate to see a description of themselves in the ad. This approach is more far more important than a internal job description.
- Ad Format –
- Title €“ keep it interesting and use more than just the position title
- Introduction €“ describe your company€™s history, environment and market position
- Requirements €“ define the skills & aptitudes that lead to success in the position
- Responsibilities €“ highlight critical functions of the position
- Rewards – the benefit you will provide them for success in the role
- Qualifications €“ desired experience and/or certifications
- Response €“ channels by which candidates can respond (phone, email, fax)
- Funnel responses to a phone call. Again, you are going to expect them to have the ability to pick up the phone and call your customers and prospects. Look for that ability as early as possible in the process. If you do offer candidates the ability to submit their resumes via email or fax, give those that choose to call first extra credit.
At some point in your recruiting process you will need to measure their phone skills. Do this before you ever meet them in person. In a previous post – The Phone Screening Essentials – I provided some tips on running a successful phone screen. These approaches provide a glimpse into the candidates’ skills. Please see our recruiting section for more tips and to view the entire process order.