If you’re talking you’re not selling. That is an old axiom I learned early in my sales career and it is always true. Talking does not equal selling.
Unfortunately, people not experienced in sales hiring often have the opposite view. Their stereotypical belief is that the best salespeople are the ones who are perceived to be the best talkers. This misguided view often leads to bad hires.
Here is where the mistake occurs – hiring managers assume that social skills are equivalent to sales skills. Ok, maybe that is too strong, but the assumption is that the social skills are the key to successful selling. Social skills are a component to selling, but they are not indicative of sales skills.
Social skills are important to sales and certainly are not to be ignored. However, my experience has been that the truly terrible sales hires usually involved bad salespeople with good social skills. These salespeople had excellent empathetic skills – they could read body language, adjust their tonality, find common ground with the hiring manager. Again, all valuable skills. However, they had next to no sales skills which became evident once they were on the payroll torpedoing good prospects.
The danger here is that these social skills are quite disarming. They can be used to get the strongest of interviewers off their game. I have seen many sales candidates who possessed remarkable social skills but little in the way of sales skills.
These skills are the ones that lead to profitable revenue generation. The main skill set involves qualifying. If there was only one ability you could have in a salesperson, qualifying would be it. This skill involves asking the right questions to learn about a potential customers’ budget, need, time frame, decision process and more. This skill is where salespeople earn their keep.
Other sales skills areas are prospecting, influencing, closing and presenting. These areas are also important to successful selling. In terms of sales candidates, these skills are more difficult to discover. The best approach is to assess for these skills and then follow up a face-to-face interview with the candidate to probe the information you have gathered through the assessment.
Objectivity is key and it is critical in making a hiring decision. The strongest sales candidate isn’t necessarily the most talkative, humorous or outgoing. Pay close attention to the questions they ask and the answers they provide to your probing questions about their sales skills.
And be sure to assess them.