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Before you start hiring sales managers, you have to make his exact portrait which must include the following points:
• The matrix of client/customer-product
This matrix represents itself a table showing your company’s sales features/figures, particularly what product your company promotes & who your customers are. It will allow you to have clearly image of what kind of candidate you really need: possessing certain product information and having job experience in certain target audience which will mostly match to the vacancy opened at your company.
• What is more important: product’s knowledge or customer’s knowledge (knowledge about your customer) ?
If your business is structured, the product is simple and clear, and your company is working in b2c market, then you need a manager with good knowledge of product. If the sales at your company are built up on individual relation with each customer & the product is enough complex, you need a manager who has experience of sales in your target audience. Consequently, this experience, undoubtedly, is more valuable than product’s knowledge how complex it is.
• Functional Sales Manager
Functional candidate consists of two elements. First, it is his experience or acquired skills and secondly, the knowledge that he got at university showing the overall background of the candidate.
• Psychological portrait of the candidate
It may include a huge number of rates and individual characteristics starting from the common structure of personality (taking for instance, active sales manager or salon seller,etc.) & ending with the motivation of the candidate. As regards to the motivation, you have to clearly understand and justify why a particular candidate would work in your company.
