Role of Sales
and What it
Means for the
RECRUITING, RETAINING, TRAINING
AND ASSESSING YOUR ORGANIZATION’S
SALES FORCE IN THE NEW WORLD OF WORK
The rapidly evolving world of sales is causing significant
changes in how companies hire and train their sales force.
Because today’s buyers are much more aware of features
and benefits, alternative offerings and reviews from other
customers, salespeople must now add value by conveying much
deeper knowledge of the needs of the client organization, competitor
activity, trends in the customer’s own client base and how the
product or service being offered will address strategic issues, provide
real ROI and help the client hone their competitive advantage.
Although some elements of sales remain as important as they
were in years past – such as initiating relationships, building
rapport and establishing credibility – HR professionals are tasked
with understanding this business shift in terms of what sales success
looks like as they look to bring salespeople on board that will
remain engaged, loyal and ultimately succeed in taking companies
to the next level.
Moreover, looking at current sales professionals and then understanding
their strengths and areas of development can provide
further areas of exploration as a company looks toward training
and development initiatives in the areas of sales training.
Research into sales performance over the past 15 years clearly
demonstrates one thing: the business world must expand the
By Tom Schoenfelder, Ph.D.
24 ❚ AUGUST 2017 ❚ HR PROFESSIONAL