If you are an independent office products dealer, at some point you may well have lamented, “We can’t find good salespeople!” Indeed, recruitment can prove challenging for even the most seasoned hands. In a family business, future generations often have other career plans; while more alluring industries are enticing away younger competent workers, thus reducing the potential hiring pool.
The good news is it is not impossible to find and hire good salespeople, but this must start with understanding the industry’s own USPs. With this in mind, let’s explore some of the positive attributes of the industry and hear from dealers who are enjoying sales recruitment success.
Sectoral advantages
Dealers who have been in the business a while have a firm grasp of the associated benefits, but many forget that potential candidates seldom do. Consider sharing the following with potential hires.
Stability
Tales of high salaries in industries ranging from entertainment to fashion are prolific. However, how many would-be musicians are lucky enough to gain instant stardom in LA? How many advertising executives collect six-figure paychecks? And even those that do may one day find that a key account is suddenly lost and their agency is forced to lay off workers—or even shut up shop altogether. Especially for young professionals just starting out on their careers, the office products industry offers the opportunity to buy a house, raise a family and enjoy the security of a steady paycheck.
Wage control
Many independent dealers offer a base salary plus some form of commission, while others offer bonuses for goals met. Both models give reps greater control over their income—no more waiting for a raise that may never come. Instead, with some education, training and drive, salespeople can increase their incomes within a relatively short timeframe without needing the okay from a boss.
Freedom
Instead of being stuck in an office cubicle for eight hours, sales reps have a freedom few other types of employees enjoy. They can make their own schedules and visit customers in diverse territories. Meeting new people and seeing different places can stave off boredom and reduce the risk of burnout.
Networking
Sales reps have the chance to build lifelong friendships while constantly making new contacts and connections. The phrase “It’s a small world” never proves truer than when it turns out your customer is best friends with your neighbor, can recommend a good car mechanic or is looking for someone to split a season ticket.
Diversity
Sales reps not only meet a wide range of people but also sell diverse product lines beyond office supplies, including furniture, janitorial, breakroom, print, MRO and packaging, among others. These offerings will undoubtedly continue to expand as dealers gain footholds in new segments.
Satisfaction
There’s surely not a rep alive who hasn’t felt personal satisfaction through meeting their goals or achieving an all-time commission high. But how about the thrill of successfully fulfilling a customer’s bizarre product request, delivering an emergency order in the nick of time or nabbing a big account right from under the nose of the competition? The daily opportunities for wins are virtually endless. These victories not only increase job satisfaction but release endorphins that boost mood and help relieve stress—all of which improve health.
These are just a few of the perks of selling in the industry. Now let’s hear from some dealers on how they are handling the challenges of recruitment.
The inside track from dealers
McCartney’s, Altona, Pennsylvania, just hired a new sales rep this month. The process wasn’t fast, but the company believes being thorough pays off.
“It takes a lot of effort,” acknowledges head of sales, design and new business development Tracey Baker. “We try to find someone who will fit our culture and has values that align with where we are now as a company and where we want to go. We are in a small market, so we don’t want a hotshot looking to make a ton of money. We are blunt and honest with jobseekers that we’re looking for someone who wants to stay at a growing company.”
According to Baker, the company posts its jobs on LinkedIn and other social media, as well as spreading the word among employees and customers. This approach has reaped dividends thus far: “We have been fortunate in getting some good applicants and have struggled to narrow it down. As it turns out, our newest hire is the son of a customer. One of our employees heard that his son was coming home and had some related experience and thought he might be a good fit.”
Lincoln Dix, vice president at Story Kenworthy, Des Moines, Iowa, finds it trickier to pin down the secrets of the company’s recruitment success: “I don’t know if we do anything really special, but we’ve been happy with the results. I don’t think it starts with just a position; it starts with having the right culture—not just for sales, but for any position.”
Drill down, however, and it’s clear that Story Kenworthy offers some rare incentives that give it a competitive edge. “Every new hire starts with four weeks of paid time off right out of the gate, whereas most companies only offer two weeks,” reveals Dix. “Also, we are one of only a handful of companies in our industry that offer profit sharing. When we hit our goals and metrics, the employees receive a share. We survey our employees every couple of years and this benefit is consistently rated at the top. We also offer a base pay. Younger workers don’t want 100% commission; they want more stable compensation that allows them to do things like buy a house. They’ve made this preference very clear. So, our legacy reps who are comfortable and want to stay on full commission rather than switching can; but for new hires, we offer a base plus a bonus—no commission. We also have a very clear onboarding process across 30, 60 and 90 days and outline exactly what they will be doing from day one.”
Other benefits designed to attract prospective recruits include investing in workplace furniture that makes the office more appealing.
In Portland, Oregon, Strive Workplace Solutions is coping with a conundrum facing numerous dealers. “With so many legacy sales reps looking to retire, it’s a big topic in the industry,” says president Jeff Lurcook. “At a recent roundtable at AOPD, many dealers agreed it’s impossible to find younger salespeople. Meanwhile, today’s customers are younger and more tech savvy.”
His preferred solution? “Go for personality. Go for someone who can connect with customers—especially newer, younger buyers. Your legacy reps who will be looking to retire can help train them in the industry particulars.”
Attracting these personable reps is another story, however. The company advertises positions on its website and social media; but according to Lurcook, it has sometimes been open to less orthodox methods: “One guy came into our warehouse through the dock area and asked, ‘Who do I talk to about a job?’ He figured out if he came in the front door, he’d be stopped by the receptionist. Instead, he talked to the owner, who liked and hired him.”
This, however, is the exception that proves the rule of doing thorough research. “You can’t always tell about a person from a LinkedIn or Facebook profile or a resume,” explains Lurcook. “As much as they research us, we should be researching them. I look them up on their pages or other social media platforms. One candidate was giving the middle finger in about 20 of the pictures she had posted.”
Wist Business Supplies and Equipment, Tempe, Arizona, keeps a constant lookout for sales hires. “Sometimes turnover is unexpected, so you need to keep the lines in the water and always be fishing,” suggests president Ian Wist. “Just today, I found out a gentleman was no longer with a competitor and I wasn’t sure why he left, so I reached out and suggested we meet for coffee. We post ads for other positions; but for sales, it mostly comes down to networking.”
Office Express Office Products, Cedar Rapids, Iowa, engages a staffing agency as well as fielding suggestions from people in the community and customers when looking for sales talent. For president Benjamin Keel, success lies in how both the employer and the position are portrayed.
“Sales positions in our industry offer great opportunities, like steady work and the chance for extreme growth,” says Keel. “It comes down to selling them. Some companies call sales reps account managers, but we call them consultants. If you have a strong culture, show it. Take potential hires out and show some of the great customer relationships. Sell your mission, not just the job.”
With the unemployment rate in North Dakota standing at just 2%, recruiting good sales reps can be especially challenging for Sioux Falls-based A&B Business Solutions. “We try everything we can—job fairs, social media like LinkedIn and Facebook and referrals,” reveals full-time recruiter Steve Prosapio. “We give a $100 bonus to employees if they refer someone we hire. I also do a lot of outreach. I try to find people who can help me get the word out; I work with schools, including North Dakota State University, where I meet with the teacher who specializes in sales and marketing. I also work with high schools and senior graduating classes, since college isn’t for everyone. I keep in touch with athletic coaches. Just today, we got approved as a partnership sponsor for the South Dakota High School Athletic Association. Many of our sales reps come to us right after high school or college. I also work with the Department of Labor in Sioux Falls and the Sioux Falls Development Organization, which knows people looking to relocate to the area. The key is to get the word out.”
According to Prosapio, A&B spends a lot of time investigating whether candidates would be a good fit, to avoid constant churn: “Interviews are with different people and last two hours on average. Sales prospects usually take an additional personality test because the role requires a certain personality—more of a people person than project oriented.”
And these methods seem to be working: “Sometimes we lose someone who is not the right fit, but so far we have only lost one rep out of 11.”
For others on the hunt for stellar sales reps, Prosapio advises: “It’s one of those areas where there is no one magic way. You can’t try 75%; to be successful, you have to try everything. Some methods are harder than others, but you have to stay positive and keep trying. You also need a good story. Bad reviews on social media or Glassdoor [where current and former employees can post anonymous reviews] scare off potential candidates. Having a good company that treats people right makes 100% retention easier.”