The document provides an overview of key factors for attracting and retaining top sales talent. It discusses establishing a clear sales vision and process, hiring the right candidates through a thorough interview process, providing ongoing training and development, implementing an effective compensation system, cultivating a strong company culture, and recognizing achievements to motivate salespeople. The most important thing is ensuring the selling model reflects that the number one motivator for salespeople is achievement and recognition.

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2. INTRODUCTION
● Jonathan Taylor
● Consumer Packaged Goods Sales Executive
● Most recent employment included Vice President of Sales at
Dare Foods Limited
● lead sales team of over 100 people
● developed and implemented strategies and processes to
attract and retain top sales talent

3. Agenda
Laws of Attraction and Retainment in the Selling World
● Selling System Defined – Vision and Mission.
● Start with Diamonds or Coal – the Hiring Process
● Training and Development
● Compensation systems
● Selling the Brand
● Other key factors

4. Selling System
● Clear definition and communication of corporate vision
and mission to sales team members.
● What is the Clear sales process that supports above ( E.
g.: CPG Food model)
● Definition of success for reps – Budgets, Leads, Brand
Growth, satisfied customers etc.
● Selling Model is the exact process (more on that to
come)

5. Hiring for Sales Positions
● Clear job description- Specific hiring objectives. Diamonds or
Coal. Clarity at this point can avoid costly mistakes down the
road
● Source of Candidates – Referrals , Newspaper ads, Social
Media – Linked In , Recruiter and placements agencies, job
fairs
● What are the desired characteristics – skills required.
Personality testing (Predictive Index)

6. Hiring for Sales Positions
● The interview process. Be critical, disciplined and thorough ( 3
interviews min and included Regional)
● Best Skills and Characteristics to Look for? Debatable ( Key
areas that we focused on were passion, University Degree,
work ethic, knowledge of CPG, signs of Customer Service
awareness)
● Train the Interviewee. Often overlooked

7. Training and Development
● Top Sales People look to improve skills. There is a need for a
structured training process that supports the Selling Model and
System
● What exactly does the “ the sell” look like . Break it down into
key components. Supervisors and senior managers need to
support the process. (Consultative Selling Model)
● Training function. (National Field Training Manager)

8. Training & Development
● Training on Negotiation Skills – Empathy and handling
objections
● Performance Appraisal process – Action steps and follow up
● Other Corporate training – opportunities for further
development- supported by org.

9. Compensation
● Yup …It’s a biggee…. but maybe not as big as you think.
● Key element is to get the balance correct for objectives of the
role
● BASE /COMMISSION (CPG Food – swinging to more base
and Bonus)
● But elements such as benefits, pensions, savings methods are
important anchors to a somewhat variable comp program
● Finally, key component is to monitor closely and make required
structural changes. Huge impact of Volume performance.

10. Cultural / Environment
● Product Brands: Sales people love to sell #1 Brands. Love the
NEXT #1 Brand even more! Do your team members have
access to / knowledge of all Marketing programs ( TV / Sell
Sheets on Tablets )
● Company Brand – top Sales people ant to fix their wagon to
exciting company’s that are going places. Are they seeing all of
the exciting things your company is embarking on. ( i.e.: Desire
to Learn)
● The interview process is a very important Company Branding
opportunity. Seek to “wow” candidates (Gap example)

11. More on Culture
● Meetings. In the world of the sales profession this is very
important. Great opportunity to reinforce corporate Mission
and values.
● Connection to other sales members
● Need to be well planned and executed
● Incentives. Creating an a exclusive event for prize awards for
the very top performers can develop an a selling culture of
excellence. ( Annual Incentive trip for 106%). Other goodies
used : spiffs, Airmiles, Spiffs topped up commissions. Creates
excitement

12. Final Considerations
● Great sales people may inherently cause conflict with other
parts of the org- Supply chain/opps. Don't sweat it….
● Territory size and scope – amount of travel. Be conscious of
what you are asking them to do…
● Be aware that Budgets / Targets / measurement metrics are
where they live …..the attainability/ appropriateness/ fairness of
a budget will be of high priority.
● The element of Autonomy/ Entrepreneurial spirit. Encourage
and support – Sales people flourish in this environment ( we
called our sales people TM’s).

13. The Most Important Thing
The number one motivator of sales people …..Not money, not
promotions …Achievement and recognition.
Ensure that you selling model reflects this reality.

14. Thank you !