How to Build a Network of Future Sales Hires

A reader writes, "I've been reading that sales leaders should continuously recruit, whether they have an opening or not. Books and articles suggest regularly speaking with salespeople in other industries and companies. This way, when you need to hire a salesperson, you have a list of potential candidates. I want to start doing this, but it makes me uncomfortable. I don't know where to start."

I'm so glad you're considering this. From experience, I know two things. It takes a solid year to develop a decent list of candidates, and the first few attempts to reach out to reps feel the most awkward.

Get Organized

Make two lists. For the first one, think of salespeople you've met or heard about with solid reputations in their industry.

For the second jot down any event you regularly attend where you might meet salespeople: trade shows, networking events, seminars, professional organization meetings, socially, or friends of friends via LinkedIn.

Overcome the Hesitancy

Many sales leaders overcome their initial nervousness by approaching this like a project, attaching goals, timelines and outcomes.

A sales leader might say, "Every month, I'll reach out to two reps I chat with at conferences and send an introductory email to two reps I've heard about but never met. I'll set a monthly goal of two in-person meetings the first month, three the next, and four per month going forward. In three months, my recruiting list should have 1 - 3 reps on it.

Approach

When meeting a rep at a conference or networking event, say something like, "I always enjoy chatting with you at this monthly meeting. Last month, your comment on the state of the industry was interesting. Do you have some free time (between presentations) or (in the next few weeks) to get coffee? I'd like to learn more about your sales career and goals."

When reaching out by email you could write, "Dan Jones, a former co-worker of mine at Company J, met you at the Sales 2.0 Conference. He shared your comments about a presentation you both attended - and I agreed with you. I've heard great things about your career at Company J. Would you be free to get coffee in the next few weeks? I'd like to learn more about your sales career and goals."

Whether face-to-face or via email, personalize your message as much as possible.

No Hidden Agendas

If you've told a rep you'd like to meet and get to know them better, stick with that plan. Ask questions like, "Have you always been in sales?" or "Did you handle this (geographic area) for Company XX?" Where appropriate, learn a little about them personally.

Even when you have an open position, never show up for coffee, ask a few questions, and then pitch them on the job. This approach looks unprofessional and disingenuous. Reps may find you untrustworthy.

Their Interest

If salespeople let you know they're job hunting, and you have an opening, by all means tell them about it. However, avoid the temptation to delve into an in-depth discussion about the position right there on the spot. You didn't show up prepared to conduct an interview, nor should you.

Express enthusiasm. Ask them to email you their resume. Tell them you'll look it over and get right back to them. After that, they should go through the company's interview process just as any other applicant would.

Timing

If at all possible, start this process when you do not have an open position in sales. It helps keep you focused on genuinely reaching out and getting to know other sales professionals.

Regularly Reaching Out

Most sales leaders struggle with consistency. One month they meet with a few reps, the next few months they don't. To make it a habit, block out the time in your calendar and keep the date with yourself.

In six months time, two things will happen. You'll have started to build up a pipeline of potential candidates and you won't feel as panicked when a rep resigns. You have a list of talented salespeople to contact - and one may be just the right fit for your organization.