Page 34 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes The choice will depend on the nature of the job and on how many potential candidates there are.
If a highly specialised salesman in a narrow market segment is required and there are only a few
dozen likely contenders then the choice maker has to go spear fishing. A 'search' is undertaken
either by the company or a reputable consultant. This individual approach to identifying potential
candidates is likely to be fulfilled from the following resources:
1. Employment Agencies: Agencies often administer batteries of tests, check references and
perform task otherwise done by the employer. Whenever an agency is used, it should
receive a clear statement of the job's objective and a complete run-down of job specifications.
Agencies need time to learn about an employing firm and its unique requirements of the
interest to sales executive is the growing no. of agencies that take the initiative in searching
but promising job candidates, employed or not, instead of confining themselves to
"volunteer" applicants.
2. Advertising: Newspapers carry numerous advertisements publicising openings for sales
personnel such advertisements appear both in classified sections and as display advertising
so great is the number of prospective job candidates reached by a single advertisement
that companies often try to reduce the volume of applications. If the employer publishes
details about the company and job, fewer obviously unqualified persons will reply. Specific
job details vary with the company and its situations and these should be in the ad if it is to
attract good applicants. Some ads give the compensation range of successful company
sales personnel. Others explain that the person selected is to replace a regular sales person
in an established territory with active accounts. Still others specify that only highly qualified
professional sales people need apply. Information of this sort helps to convince promising
applicants that the opening is legitimate.

Example: Many companies come up with recruitment offers in Times Accent, supplement
available with Times of India and HT Horizons, a supplement of Hindustan Times.

3. Internal transfers: Two additional internal sources are other departments and the non
selling section of the sales department. Employees desiring transfers are already familiar
with company policies and the personnel department has considerable detailed information
about them. While little is known about their aptitude for selling, they often possess
excellent product knowledge. Aptitude for selling of course, can be tested formally or by
trial assignment to the field. Transfers are good prospects for sales positions whenever
product knowledge makes up a substantial portion of sales training, since it may be
possible to accelerate field assignments.
4. Educational Institutions: This source includes colleges, universities, technical and
vocational institutes. They are supposed to have developed their ability to think, to reason
logically and to express themselves reasonably well. Ordinarily, they do a good job of
budgeting their time and managing their daily activities. Their main limitation is lack of
selling experience and hence they need to be trained.

Did u know? Many big companies like ITC like to recruit fresh candidates from campuses
only. They usually don't entertain outside applications from fresher.
5. Salesmen of other Companies: These are individuals currently employed as salesman for
other companies. They are an attractive source of recruitment as they know the product,
customers and competitors. They are also experienced sellers and therefore no money is
required to be spent for their training. But their limitations are that they are a costly
source as generally higher pay must be offered to them and they also do not possess the
required degree of loyalty.

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