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How to be a better kisser

 

Many of our top sales managers ask the same two questions first thing every morning.

 

1.    Which way is the floor?

 

(Followed by a long and thoughtful pause)

 

then…

 

2.    How many great Account Executives will I hire today?

 

OK, I’m half kidding.  Most of these managers wake up already on the floor asking, “Which way is up?” before asking, “How many great Account Executives will I hire today?”

 

Larry Bloch, our estimable Chairman of the Board told me that most bankers make the mistake of using the number of directories that we publish to value our company.  The REAL measure of our value is the number of Account Executives that we employ.  The more solid Account Executives we employ, the faster we grow.

 

Too often we’re overwhelmed just trying to replace the people who’ve recently left instead of keeping our staffing levels high enough to be in the “growth mode”.  If you wait until people leave before you staff up, you’ll always be chasing your tail.

 

We’ve all heard the saying; “You’ve got to kiss a lot of toads before you find your prince.” 

 

I doubt that the toad finds it any more enjoyable than the kisser.  Personally, I find the whole business of kissing toads pretty repulsive and just hope that it doesn’t involve French kissing.  (yick!)  Oh sure, it starts with a just little kiss.  Then it leads into some heavy petting.  Pretty soon you and the toad are smoking cigarettes trying to decide who’s cooking breakfast.

 

Perhaps if we could just meet enough toads, then we wouldn’t have to kiss them at all.  The good ones might rise up if given the opportunity.  Maybe we could even get by with just a wet handshake and a “Howdy do”.  

 

Could we PLEASE move on now?

 

There are two sentences that I’ve never heard spoken in the same breath.

 

  1. We’re overstaffed with great Account Executives

 

  1. We fell short of our sales goals

 

 

Unfortunately, there is no magic solution to hiring great Account Executives.  Instead, I’ll focus on meeting more candidates.  If you meet enough candidates, the hiring part should be easier.

 

Every weekend, I pass several “Open Houses” where realtors show homes they have listed encouraging people to drop in and check them out.  Sometimes I’ll stop in and walk through even though I have absolutely no interest in buying that particular house.  I’m very satisfied in my nice comfortable doghouse where I spend an inordinate amount of my free time. 

 

The “Open House” is a low pressure way for the realtor to meet potential clients regardless of their interest in the particular property.  Wayne, a realtor I know told me that he rarely sells a home from an Open House but it’s how he meets almost all of his clients.  He said that people meet him viewing a home, and they’ll start talking.  He’ll learn what they’re really interested in and find it for them.  He says that working Open Houses is his top way to find clients.  Wayne sells lots of houses.

 

Using this model in our business, an “Open House” can be an effective tool to meet a number of candidates in a low risk, low-pressure environment. 

 

The goal of the Open House isn’t to hire a bunch of new Account Executives.  It’s simply to meet as many people as possible that might be candidates for an interview.

 

Here are a few tips to making Open Houses a successful part of your recruiting toolbox.

 

  1. Schedule a regular Open House on the same day each month.  Perhaps the second Tuesday of each month can be designated as Open House night.  Commit to doing it for at least six months so that you can get everyone into the right mindset.  You may go several months before getting the formula right. 

 

  1. Make it a fun, low pressure “Meet & Greet” for anyone who has the slightest passing interest in our business.  You don’t want to give the appearance of being desperate.  If you hold Open Houses when you’re not hiring, you probably WON’T be desperate.  Tell people that you’re not hiring tonight, but are looking to build our pool of qualified candidates for the next time a position opens up.

 

  1. Select a “Dream Team” that will host the Open House.  On the day before, have each of them write down the 15 things they like best about working for TransWestern.  If they can’t come up with 15, pick people who can.

 

  1. Coach your team on the areas to highlight.  Focus on the things that make TransWestern Publishing a great business regardless of the economic climate.

 

  1. Feature the Open House in your recruiting ads so that people know about it.  Use words in the ad such as “Consultants, Advisors, Business-to-Business, and Account Management”. 

 

  1. Clean up the office so that it doesn’t scare off visitors as they walk through the door.  I know that some of our offices are a little frayed around the edges, but they should at least be clean.  Spray a little air freshener and chase out the larger vermin. 

 

  1. Don’t use the Open House to interview people.  Keep it light and invite serious candidates back during business hours for a formal interview.  You don’t want to be pushy.  This isn’t an Amway meeting.

 

  1. Focus on the professional consultative marketing aspects of the Account Executive position.  We’re not looking to hire used car salespeople.  We’re building our professional staff to serve more local business owners. 

 

  1. Have a simple, brief presentation that discusses our company, our growth, our products, the industry and the opportunity.  Allow a real live AE to speak.  Then, let it be a mingling session.

 

  1. Set a standard for the type of person that you will accept, and do not violate it.  For example, must have teeth, must speak English, no facial tattoos, etc. 

 

·        It’s a simple supply and demand rule: more candidates = higher standards

 

  1. Invite former reps (discretion advised please), past candidates and maybe even an advertiser or two.  The more the merrier.  There is no such thing as “too many candidates.”  A larger crowd changes the dynamics for the better.

 

  1. Finally, seek out people who don’t look like you and who don’t think like you.  We serve such a diverse clientele.  I can’t help but think that our advertisers may appreciate someone who shares similar interests.

 

 

 

Here’s what you’ll find.

 

  1. You’ll bring freshness to your recruiting.  We’re only as good as the teams we bring together.

 

  1. Morale will get a boost, because you’ll have your team focused on the positives of our business.

 

  1. Larger sales teams can take the pressure off of everyone when it comes time to make the book goals.  This is a business that continually grows depending on the quality and quantity of individuals working toward a common goal. 

 

  1. When we’re staffed for success, we’re in a position to start new books, buy competitors and provide growth opportunities for everyone. 

 

  1. Prepare for turnover.  Eventually, all of your team members will leave.  It’s not a matter of “if” but of “when”.  Hire before you need to.

 

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