A group of 6690 job seekers was considered for a research to know their preferences for various jobs. The preference for a sales job was 10 per cent only. It was as low as 5 per cent among women.
Depending upon the industry, the attrition rate amongst the first-level sales personnel ranges from 50 per cent to 150 per cent.
What makes a sales job unattractive ? The answer lies in the rejection that a sales person encounters on a daily basis. In door-to-door sales, the doors are slammed on his face. In channel selling, the dealer or shopkeeper shows the unsold inventory, and complains about the incentives and schemes offered. The organisation wants to keep the credit period down. It weighs on the young person. The HQ pressurises a follow-up for the recovery of the amount.
Most meetings are at street corners or there is a stand up meeting in congested space. In this meeting, there is a talk of the missed targets and shortfalls in the numbers to be achieved periodically. It is a tension-filled engagement. The anxious boss spoils the dinner and sleep. Each day is a reminder to the sales person of the inadequacies. Less than 30 per cent salespeople have a happy evening.
Sales supervisors should do ‘joint selling’ but that is very rare. They do not focus on ‘how’ to achieve the targets. They are just pushy. B Schools graduates from the top schools do not accept the selling jobs.
As compared to their office counterparts, the salespeople are at a greater risk of being fired in the first two years.
The variable pay is as high as 50-70 per cent.
Organisations must do a rethink on their attitude to the sales jobs. They should be given time to learn the ropes. If they continue for a couple of years, they will be able to build referrals from captive customers and become productive.There should be patience while building up the sales force.There should be on-the-job-training, especially joint selling. Hand-holding inspires confidence and encourages competence.
The physical environment of selling cannot be changed, but sure, we can change the emotional and support environment.