Stages of hiring a B2B sales manager
Posted: Sun Dec 22, 2024 5:46 am
B2B sales are a delicate matter that require long, complex processes with multiple discussions and trial projects. Let's consider the search for a B2B sales manager for a company that sells a complex technology product. A specialist who decides to sell in the corporate segment is expected to have deep knowledge of the product, the ability to identify customer problems, sometimes hidden even from the buyer, and offer appropriate solutions.
Step 1: Analyzing the resume of a candidate for the position of B2B sales manager
When studying the document, it is important japan phone number to pay attention not only to the candidate’s previous places of work, but also to the length of his or her tenure in different companies, as well as the date of entry into the labor market.
The transaction period in the enterprise segment is at least six months. It can take a year or more from the first contact to the signing of the contract. His large transactions are often completed by the end of the year, with bonuses accrued from December to February.
Now imagine that such a specialist comes to an interview in January, and his resume shows that he worked at his previous place for a year or less. He probably was not able to sell anything.
It is also worth considering if the candidate has not stayed in one company for more than two years - this may indicate failures in sales. The conclusion suggests itself: if it sometimes takes about a year to understand the specifics of a complex product, is it worth hiring a person who is not ready for such a long process of immersion?
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"How to get contacts from a client: the most effective methods"
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Step 2: Interview with a B2B Sales Manager
In addition to studying the experience and achievements of a candidate for the position of sales manager, it is also important to understand what kind of person this is. After all, this employee will represent your company at meetings with clients. Sometimes you only have one chance to make a good impression. You would not want to hear from a client: "We had an incompetent person who knew nothing about the product."
Interview questions:
"Describe a product you sold." A true professional must have a thorough understanding of the product they sell. It is important that they be able to clearly and logically explain the value of a product or service and its benefits. A confident and enthusiastic account of past experience may indicate that the candidate will be able to easily master your product.
"What volume of transactions have you worked with?" The answer will give an idea of the person's readiness for large-volume activities, including transactions worth millions and tens of millions of rubles. If the candidate confidently claims that there will be a large sale in six months, this may indicate his inexperience in working with corporate clients.
Stage 2 conversation with a B2B sales manager
Source: shutterstock.com
"How was the sales process organized at your last place of work?" If the candidate's answer clearly does not comply with the law or sounds like: "We agree on motivation, but how I find clients is none of your business," do not continue the interview. Also ask how he conducted a specific deal. Avoiding an answer or concealing details is a warning sign.
"What resources do you need to be successful in sales?" An answer like "I only need a laptop, and tomorrow I'll start working on my database" indicates a lack of desire to understand the market and the product. Experienced sales managers expect to hear that the candidate needs a specialist who has a deep understanding of the technical details of the product, since at the initial stages the manager himself will not be able to explain these points to the client.
"What are the criteria for failure? How will we understand that something is going wrong?" In the technology-driven B2B segment, deal cycles are usually long. If everything is going well, the first sale can be expected in 10-12 months. But realizing a year later that the result is zero means wasting time. Therefore, it is important to define markers by which the employer and the new employee can monitor progress. Such markers can be targeted meetings with new customers organized by the manager, or pilot projects with clients.
"Here is our website, it describes our products and lists our clients. Where will we offer our solution next? How do you assess the market for our products?" The answer to this question will show how prepared the candidate is for the interview. Some candidates will immediately suggest irrelevant industries or say something like "I'll call here and there." Such managers are called "super notebooks."
"What questions do you have for me?" An interview is a negotiation where the candidate also evaluates the employer. It is important to hear questions from a potential employee. For example: what are the company's strategic goals, priority tasks, decision-making process, performance evaluation. Answers in the style of "I understand everything" may indicate the superficiality of the candidate, which may negatively affect work with clients.
Step 1: Analyzing the resume of a candidate for the position of B2B sales manager
When studying the document, it is important japan phone number to pay attention not only to the candidate’s previous places of work, but also to the length of his or her tenure in different companies, as well as the date of entry into the labor market.
The transaction period in the enterprise segment is at least six months. It can take a year or more from the first contact to the signing of the contract. His large transactions are often completed by the end of the year, with bonuses accrued from December to February.
Now imagine that such a specialist comes to an interview in January, and his resume shows that he worked at his previous place for a year or less. He probably was not able to sell anything.
It is also worth considering if the candidate has not stayed in one company for more than two years - this may indicate failures in sales. The conclusion suggests itself: if it sometimes takes about a year to understand the specifics of a complex product, is it worth hiring a person who is not ready for such a long process of immersion?
Read also!
"How to get contacts from a client: the most effective methods"
Read more
Step 2: Interview with a B2B Sales Manager
In addition to studying the experience and achievements of a candidate for the position of sales manager, it is also important to understand what kind of person this is. After all, this employee will represent your company at meetings with clients. Sometimes you only have one chance to make a good impression. You would not want to hear from a client: "We had an incompetent person who knew nothing about the product."
Interview questions:
"Describe a product you sold." A true professional must have a thorough understanding of the product they sell. It is important that they be able to clearly and logically explain the value of a product or service and its benefits. A confident and enthusiastic account of past experience may indicate that the candidate will be able to easily master your product.
"What volume of transactions have you worked with?" The answer will give an idea of the person's readiness for large-volume activities, including transactions worth millions and tens of millions of rubles. If the candidate confidently claims that there will be a large sale in six months, this may indicate his inexperience in working with corporate clients.
Stage 2 conversation with a B2B sales manager
Source: shutterstock.com
"How was the sales process organized at your last place of work?" If the candidate's answer clearly does not comply with the law or sounds like: "We agree on motivation, but how I find clients is none of your business," do not continue the interview. Also ask how he conducted a specific deal. Avoiding an answer or concealing details is a warning sign.
"What resources do you need to be successful in sales?" An answer like "I only need a laptop, and tomorrow I'll start working on my database" indicates a lack of desire to understand the market and the product. Experienced sales managers expect to hear that the candidate needs a specialist who has a deep understanding of the technical details of the product, since at the initial stages the manager himself will not be able to explain these points to the client.
"What are the criteria for failure? How will we understand that something is going wrong?" In the technology-driven B2B segment, deal cycles are usually long. If everything is going well, the first sale can be expected in 10-12 months. But realizing a year later that the result is zero means wasting time. Therefore, it is important to define markers by which the employer and the new employee can monitor progress. Such markers can be targeted meetings with new customers organized by the manager, or pilot projects with clients.
"Here is our website, it describes our products and lists our clients. Where will we offer our solution next? How do you assess the market for our products?" The answer to this question will show how prepared the candidate is for the interview. Some candidates will immediately suggest irrelevant industries or say something like "I'll call here and there." Such managers are called "super notebooks."
"What questions do you have for me?" An interview is a negotiation where the candidate also evaluates the employer. It is important to hear questions from a potential employee. For example: what are the company's strategic goals, priority tasks, decision-making process, performance evaluation. Answers in the style of "I understand everything" may indicate the superficiality of the candidate, which may negatively affect work with clients.