1. Who is a Sales Personnel? (Meaning & Detailed Explanation)
A sales personnel or salesperson is an individual responsible for generating sales, building customer relationships, promoting company products, handling objections, negotiating deals, and providing after-sales service. They act as a bridge between the company and customers and directly influence revenue, brand image, and customer satisfaction.
Roles of Sales Personnel
Prospecting new customers
Demonstrating products
Convincing and persuading buyers
Providing customer support
Collecting payments
Providing market feedback to management
Display management & merchandising (in FMCG)
Territory management
Achieving sales targets
Example:
A medical representative visiting doctors, explaining drug benefits, and ensuring prescriptions is a sales personnel.
---
2. Qualities of a Good Sales Personnel (Detailed)
1. Communication Skills
They should express clearly and listen actively.
2. Product Knowledge
More knowledge increases confidence and credibility.
3. Persuasiveness
Ability to influence customer decisions.
4. Good Personality & Appearance
Creates a positive impression and trust.
5. Patience & Emotional Control
Handling irate customers peacefully is essential.
6. Confidence & Enthusiasm
A confident salesperson motivates customers to buy.
7. Honesty & Integrity
Essential for long-term business relationships.
8. Creative Problem-Solving
Facing unique customer challenges daily.
9. Self-Motivation
Sales requires discipline and drive.
10. Negotiation Skills
To close deals without compromising profitability.
Case Example:
HDFC Bank trains its credit card sales staff to handle rejection calmly and maintain a cheerful attitude while approaching corporate customers.
---
3. Recruitment of Sales Personnel (Meaning)
What is Recruitment?
Recruitment is the process of attracting, identifying, and encouraging prospective candidates to apply for sales positions in a company.
It ensures that the organization gets a large pool of suitable candidates to choose from.
Purpose of Recruitment:
To attract talented salespeople
To fill vacant positions quickly
To reduce hiring costs
To ensure better cultural fit
To build long-term sales teams
---
4. Process of Recruiting Sales Personnel (Step-by-Step)
1. Identifying the Need for Sales Staff
Based on:
Market expansion
High attrition in sales
New product launches
2. Preparing Job Description & Job Specification
Duties, responsibilities
Skills required
Qualifications
3. Selecting Recruitment Sources
Internal or external.
4. Attracting Candidates
Advertising, agencies, referrals, campus drives, social media etc.
5. Receiving & Screening Applications
Checking eligibility and experience.
6. Preparing Final List for Shortlisting
Candidates who fit the role move to selection stage.
---
5. Sources of Recruiting Sales Personnel (Detailed)
Sales staff can be recruited through internal and external sources.
---
I. Internal Sources
1. Promotion
Existing employees get promoted to sales roles.
Merits:
Motivates employees
Less training required
Low cost
Demerits:
Limited talent pool
Internal politics
---
2. Internal Transfers
Employees transferred to sales department.
Merits:
Known to company
Quick placement
Demerits:
May lack sales experience
---
3. Employee Referrals
Current employees recommend suitable candidates.
Merits:
Reliable candidates
Reduces screening cost
Demerits:
Can lead to bias
Might harm culture if referral fails
---
II. External Sources
1. Advertisements
Newspapers, job portals, social media.
Merits: Reaches large audience.
Demerits: High cost.
---
2. Recruitment Agencies
Specialised agencies provide trained sales candidates.
Merits: Saves time.
Demerits: Fee involved.
---
3. Campus Recruitment
Colleges and universities.
Merits: Young, energetic candidates.
Demerits: Require high training.
---
4. Walk-in Interviews
Candidates directly visit company.
Merits: Quick recruitment.
Demerits: Low quality at times.
---
5. Online Sources
LinkedIn, Naukri, Indeed, company website.
Merits: Modern and efficient.
Demerits: High filtering effort.
---
Case Study – External Recruitment (Real Example)
Byjus, India’s largest Ed-tech company, hires sales personnel through online job portals like LinkedIn and Naukri. They receive thousands of applications due to attractive salary packages. This large pool helps them filter only the best candidates for sales roles.
---
6. What is Selection of Salesman? (Meaning)
Selection means choosing the most suitable candidate from the pool of applicants obtained through recruitment.
It is a decision-making and evaluation process to ensure only individuals with the right skills, attitude, and personality are hired.
Importance of Selection
Reduces employee turnover
Improves sales performance
Saves training cost
Ensures customer satisfaction
Builds a strong brand image
Example:
A pharmaceutical company thoroughly screens candidates because an unskilled salesperson may miscommunicate drug information.
---
7. Sound Selection Process – Why It Is Important?
A scientifically designed selection process ensures:
✔ Better match between job and candidate
✔ Lower cost of wrong hiring
✔ High productivity
✔ Professional sales force
✔ Higher market share
---
8. Selection Process of Sales Personnel (Step-by-Step)
1. Preliminary Screening
Applications are checked for qualifications.
2. Written Test (if required)
Tests communication, reasoning, personality.
3. Personal Interview
Different rounds such as:
HR interview
Sales manager interview
Behavioural interview
4. Group Discussion (for competitive roles)
Tests leadership & communication.
5. Psychological & Aptitude Tests
Sales aptitude
Attitude tests
Personality tests
Integrity tests
6. Reference Checks
Verification of past employment.
7. Medical Examination
Ensures candidate is physically fit (especially for field jobs).
8. Final Selection & Offer Letter
Chosen candidate joins the sales team.
---
9. Methods Used in Selecting Sales Personnel
1. Interviews
Most common method – structured, semi-structured, unstructured.
2. Situational Tests
Candidates are given real-life sales problems to solve.
3. Role Playing
Candidate acts as salesperson convincing interviewer.
4. Psychometric Tests
Tests personality traits like confidence, extroversion.
5. Work Sample Tests
Candidate performs a demo sales pitch.
Case Example:
Maruti Suzuki asks candidates to sell a pen or mobile phone during interviews to judge persuasion skills.
---
10. Case Studies for Selection & Recruitment
Case Study 1 — HUL (Hindustan Unilever Limited)
HUL follows a rigorous recruitment process involving:
Aptitude tests
Leadership group discussion
Case study solving
Final interview
This ensures only the top-quality sales and marketing candidates are hired.
Case Study 2 — ICICI Prudential Insurance
They use:
Psychometric tests
Telephonic screening
Territory knowledge tests
Medical tests
Sales agents must have strong communication and emotional intelligence.
