Dr. Dave--Why
Use a Sales Selection Test?
Part
One
Dr. Dave
Barnett
In spite of their
growing popularity, many sales managers and recruiters hesitate to
use sales selection tests such as SalesMAP(tm). This article and the
four subsequent articles which will be published in future issues of
The Green Sheet, briefly catalogues the five most popular reasons
businesses shy away from sales tests in general. It then attempts to
provide answers and rationales for including assessments in the
hiring and training strategies of high impact sales organizations.
Anyone with a scintilla of sales aptitude knows you have to establish
the need for a product before anyone will buy it. So, because I sell
sales assessments, permit me to practice a little of the sales gospel
I preach. Let's see if I can overcome the top five objections to
using sales tests.
Objection
#5ó"I don't need a sales test."
Everybody who
hires salespeople uses some kind of selection process. It may not be
a series of multiple choice questions, but every recruiter applies
criteria to the selection of sales talent. The question to ask is
whether those criteria and tests are subjective or objective,
validated or purely fanciful.
One of my favorite
stories is that of retail giant James Cash Penney, and his test for
sales managers. Penney would take prospective managers to lunch or
dinner and then wait and see if his candidates seasoned their food
before tasting it. Any guest who sprinkled salt and pepper before the
first mouthful was considered to be a poor problem solver and
impetuous. J.C. Penney's test would never make it past EEOC standards
today, but his methodology illustrates how recruiters and managers
acquire, over a career of hiring decisions, short cuts and informal
indicators of talent and potential.
Penney's approach
is not unlike one recruiter I know, who told me he never hires anyone
with a beard or mustache. That's his entire selection test! Facial
hair predicts productivity for this guy! Or, take the example of the
HR manager who instructed her interviewers to evaluate candidates by
the attention paid to their personal appearance or the kind of car
the interviewee drives.
Without objective
information such as provided by a validated sales selection test,
hiring decisions can degenerate to little more than "gut feeling."
While every recruiter develops professional sensitivities, it is
important to be clear about the criteria used to evaluate sales
candidates.
To see
SalesMAP or for more information access
http://www.drdavebarnett.com
or call (888) PMI-0003. Watch for future articles in which Dr. Dave
will discuss the next top four objections to sales
tests.
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