Page 39 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 2: Recruitment, Selection and Training of Sales Personnel

3. When: A short interview is generally used at the initial stage of screening process as Notes
preliminary interview, while a detailed/depth interview is used at a later stage in the
selection process.

Interviewing Techniques

Mainly four kinds of interviewing techniques are used in a sales organisation. These are:
1. Non-Directed/Non-Structured Interview: This kind of interview does not follow a standard
format of questions, instead it involves a relaxed discussion. Some personnel experts say
that a non-directive technique yields maximum insight into an individual's attitude and
interests. This method is perhaps the best way of probing an individual's personality in
depth. The main drawback is that administering the interview and interpreting the results
demands specialised instructions.

2. Patterned/Structured Interview: In this method the interviewers are given a prepared list
of questions or a specific outline of questions designed to elicit a basic core of information.

Notes McMurray explains why the patterned interview is likely to improve the judgment
of the interviewers: First, the interviewer works from definite job specifications; he knows
what qualities each job requires. Second, he has a plan, he knows what questions to ask.
Third, he has been trained in the techniques of conducting an interview. Fourth, prior to
interview, he has checked with outside sources and already knows a great deal about the
applicant. Fifth, the interviewer himself has been carefully selected to assure that he has
adequate intelligence and is emotionally well adjusted.
3. Interaction (Stress) Interview: It is a highly complex technique. In this the interviewer
assumes a hostile role towards the applicant. He deliberately puts him on the defensive by
trying to annoy, embarrass and frustrate him. The interaction interview simulates the
stresses the applicant would meet in actual selling and how he would react to them.
4. Rating Scales: In this method results are obtained from comparable ratings of the same
individual by different interviewers. The rating scales of the interview are so constructed
that interviewers' ratings are channeled into a limited choice of responses. For instance, in
evaluating the attitude of the candidate an interviewer is forced to choose from one of
these answers: negative and complaining, pessimistic, positive and healthy, strong loyalty.

Reference Check

Sometimes applicants are asked to name as references those people on whom they can rely to
speak about them.
The main purpose of reference checks as a selection tool is to verify the facts such as dates of
employment, earnings, sales volume, absenteeism and nature of the past selling job. This typical
procedure is to check the references by personal visit, telephone or letter.

Psychological Testing

"Tests are the most misused, the least understood, yet the most valuable sources of information
about the applicants".

A psychological test can be defined both in a broad as well as narrow manner. Broadly, it has
been defined as a "Systematic approach for comparing the behaviour of two or more persons".

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