Does Sales Have an Image Problem?

In our last post we explored the idea of looking outside of traditional sales talent pools to source a higher number of Challenger reps. However, looking in non-traditional pools (e.g., candidates with no prior sales experience) presents new challenges for sales organizations. Because these job candidates are unique and have different experiences, several questions must be considered. But, first and foremost, we must ask whether or not these people want to work in sales?

In the past, organizations have dealt with candidates declining job offers due to compensation, location, etc. Today, another explanation is often given for not accepting a sales role. Many candidates decline sales offers due to the negative perception and reputation of the sales profession.

To discover whether or not sales has an image problem, CEB Sales studied the perception of sales among over 4,000 diverse respondents. We crafted two job descriptions that were identical, except for the title of the position. One role was entitled “Consulting Associate”, the other “Sales Associate”.  We wanted to test whether or not two job postings that had identical requirements and responsibilities with only a one word difference (“sales”) would have different chances of people applying to them.

The results we found were startling. After the age of 35, the word “sales” drastically affected a candidate’s likelihood of applying to the job. The age component is critical because it means that the perception of sales only turns negative as candidates gain more job experience and exposure.

So how does this information affect your organization’s ability to hire Challenger reps? There are two options—focusing on attempting to shift the perception of the experienced talent, or alternatively, concentrating efforts on the younger generation who has not yet formed its opinion of the sales profession. This group represents a prime opportunity to shape and help create a new understanding of what a career in sales entails, and to help reform the image of sales that exists today.

One company that has embraced this opportunity is 3M, who has developed partnerships with universities across the U.S. to target students before they develop a negative perception of sales. Specifically, 3M’s university partnerships inform and teach students what a sales role entails and provides examples of career paths and opportunities early in a student’s education.

CEB Sales Members, register now for an upcoming webinar featuring guest speakers from 3M and the DePaul University Center for Sales Leadership. Also, learn more about hiring Challengers in today’s sales environment.