Transforming Order Takers into Order GETTERS

It amazes me the amount of sales managers and small-medium sized business owners that want to hire order-getters, but recruit order-takers instead, expecting these job-applicants to magically transform themselves into top sales performers without, mind-you, the guidance and support of a seasoned order-getter who’s “been there.” I’m not sure what the thinking is behind this practice, though I suspect it’s about saving money; yet this practice is - by-far - the biggest money-waster in  terms of cost-of-sales or payroll.

"Employers don't fully understand what an order-getter is...let alone how to recruit for one."

I also believe that employers don’t fully understand what an order-getter is, (aside from a sales person who can prospect well or is a great closer) let alone know how to recruit for one. Perhaps they’ve had a great order-getter before and they’d like to repeat that, attempting to hire someone similar to what that person appeared to be. Even if they have the standard description of a great sales professional: Confident; Likable and Positive; Strong Time-Management Skills; Great Prospecting Skills; a Solid Closer and a Relationship Builder, they really don’t have the definition of what a great sales rep would be in THIS (their) company. Amazing, considering there’s likely a detailed account of their target market.

What does this market (your target market) need from your company and your sales force? A knowledgeable rep? Sure! Someone who will follow-up and service the account? Of course! But there are other needs as well – call them soft-skills, if you like. Take for example the Canadian Sales rep who arrived with his sales force in Japan to negotiate and close a very important deal to sell a specific building technology – developed in Canada – to a large, multi-national Japanese company. This company welcomed this particular Canadian sales force, arranging for accommodation and inviting them to a large company dinner, held at a prestigious banquet hall in Japan. As the president of this company was delivering his speech, the Canadian sales manager leaned in to the VP of Operations in the Japanese company and made a jovial, seemingly harmless comment regarding the royal treatment bestowed upon the president of the company. In short order, the sale was done. Finished. Kaput. Any wonder why? An international market requires sensitivity to international cultures and practices.

A great sales manager (a proven closer), couldn’t understand why he lost the account so abruptly. But he was hired primarily for his closing skills, not his “fit” to the company’s target market.

While this is a skill that can be taught, if hiring managers don’t understand it, how can they hope to hire for it? If a company doesn’t employ the right fit for their customers, it can’t hope to keep those customers. But, even if they don’t have the experience that a seasoned order-getter might have, they can still learn how to hire great teams and train great sales personnel. The upfront costs might be higher, but the long term profits are priceless!

If you’re an employer, wondering how to hire order-getters, a simple Google search should yield a wealth of organizations that specialize in training teams. (I’ve included some of my favourites below.)

Meanwhile, as always, focusing on your customer will always pay-off. Ask what they require from your front-line? Then listen. Because I promise they are speaking.

Sylvia MacNeil

Founder, Prospect North Sales

Sample Sales Training and Workshops:

Sinai-Maple (Hamilton, SW Ontario, U.S)Prospect North Sales and Marketing Consultants (Hamilton and Area)

Pam Griffiths Executive Coaching (Niagara and Area)
Dale Carnegie School (Toronto)