Find out how you can improve your hiring practices with Brett Morris, CEO of PerceptionPredict®. Continue reading to learn more.
RELATED: Why do you need data-driven hiring … NOW!
In this article:
- The problem with hiring sales representatives
- How to recruit a sales team: Why do you need a data-driven hiring?
- How to determine the status of your sales
- What does a scientific model look like when hiring sales representatives
- Why organizations do not apply for data-driven hiring
- How to implement data-driven recruitment
- How PerceptionPredict® is different
Tips for hiring sales representatives
Brett Morris is the CEO and co-founder of PerceptionPredict®, a company that provides solutions to help organizations recruit salespeople with precision.
Morris has specialized in geology at the university. He joined a mining company for a while, just the time to convince him that it was not the right career for him.
He then started a career in sales as a home seller. It was a way for him to travel and pay his bills at the same time.
Then he embarked on the B2B sale. Morris has also worked in promotional programs, selling and conducting sales training events.
Before launching PerceptionPredict®, he worked on what he called "technology-assisted sales". It was in its infancy, when customer relationship management and other systems was not yet fully implemented and sales had only a very limited technology.
Morris strives to help sellers understand the behavior of buyers and the buying process. This led to venture capital, which eventually evolved into PerceptionPredict®.
The problem with hiring sales representatives
As a solutions company, PerceptionPredict® is constantly trying to solve the problem, namely the huge economic inefficiency in evaluating business talent.
They shared the idea of using data when hiring and it is difficult to understand why Morris does not adapt to this practice. He then understood why: it's because data-driven hiring is difficult, and hiring sales itself is difficult.
One of the main reasons is that each lease is a test of novelty and complexity. The same goes for every sales interaction.
Organizations hire people to play a role combining novelty and complexity in the person and in his interactions with a buyer.
It produces so many different variables, which makes it very difficult to determine who will play a role.
The sales hiring profile we rely on today consists of resumes, experience, skills and training. However, if you commit to a DTS that does not meet all of your indicators, how will you rate their performance?
How to recruit a sales team: Why do you need a data-driven hiring?
The question is why organizations should consider moving to a more scientific and data-driven hiring process.
Morris and his team believe that, to capture economic inefficiencies in the evaluation of business talent, we must first look at the attributes. Those responsible for hiring representatives must understand the DNA of performance.
This means being able to determine whether or not they have what it takes to play in a specific role in a specific context.
To do this, we need a data-driven intelligence that is transformed into an adaptive learning system. The more data you feed, the more intelligent they become, and the more predictive they become.
It's essentially what Morris and his team did with PerceptionPredict®. They have built a global software platform, the most intelligent of its kind.
As he said, there is no truly intelligent system capable of implementing the theory and knowledge of large-scale recruitment.
How to determine the status of your sales
If you're like me, you may be wondering how to quantify and verify the sales recruitment status of your own company. For this, Morris recommends consulting your latest sales development report.
For example, here at InsideSales.com, we have the annual report on the status of sales development. In our 2018 report, we reported that, for the years 2017 and 2018, our turnover rate was stable at 28%.
Morris pointed out that our business figures cost us money, and the same goes for other organizations. Some companies may even have a higher turnover rate.
One of the indicators that will allow you to quantify the status of your hiring sales is your rolling and attrition.
Morris also mentioned one of the key points in our report that he found interesting: the negative correlation between compensation and quota.
This appeared to him because of an observation that he made. According to him, sales are convinced that to encourage people to perform well, it is better to pay them.
Still, he thinks that might not be the case.
Instead, Morris advised to build a sales machine for the good and average producers who come forward. By "presenting oneself", he does not mean physically, but emotionally and mentally.
These producers introduce themselves, do a great job, achieve their goals and appreciate the process. Although he admits that this does not mean that there is no blind factor.
What does a scientific model look like when hiring sales representatives
Another important thing to know is what does the scientific model of choice of sellers look like.
Morris said that by comparison, the tools we currently use to recruit sales representatives are "essentially cookie cutters". This means that they do not have the ability to distinguish unique differences that allow individuals to play a specific role.
Morris and his team have developed software that combines human sciences and advanced data, allowing them to understand the DNA of an individual's performance.
Take the DTS, for example. How will you understand the complex composition of an individual that allows him to play a DTS role even without sales experience?
Morris then introduced us to the first approach called "attributes". They break down the DNA of an individual's performance.
Then, they correlate this dynamically on a platform in real time, with the actual performance data, before and after hiring.
They constantly calibrate the model with very rich performance data. They take into account things such as introductory meetings and qualified opportunities that an individual can create.
They get these data and correlate them to the scale with the DNA of the individual's performance.
From there, their system produces algorithms specific to the role and the person of the buyer that can be executed on a stream of incoming job applicants.
RELATED: Best seller skills
Why organizations do not apply for data-driven hiring
I asked Morris why organizations have trouble adapting to data-based hiring. He admitted that part of the answer lies in the fact that this practice is complicated.
He also acknowledged that buyer behavior plays a role in this regard. Buyers tend to absorb simple processes and systems that are easy to use and can quickly generate reports.
They also prefer what they know. If they apply a particular process or system for a while, it will be difficult to switch them.
Morris also told us how PerceptionPredict® can help its customers. They collected data on the SDR and Account Executive teams of their clients and, after 90 days, developed a specific algorithm.
The algorithm looks for the performance footprint of people who will be successful in their work by selling their value proposition to buyers.
How to implement data-driven recruitment
In addition to helping organizations recruit sales representatives, their platform also offers other useful services. He can predict how much a CSD will be eligible for promotion to an AE position.
As Morris has pointed out, we are dealing with probability. Sales leaders who are really serious about their numbers can benefit from this approach.
How PerceptionPredict® is different
You may be wondering how PerceptionPredict® is different from other tools in the market. Indeed, finding many different offers on how to improve your hiring process can be overwhelming.
Morris said that what makes them different is that the tool they offer is not a smart system that becomes smarter as you feed data. On the contrary, it relies on human science and data science in a unique and progressive way.
As you use it, you will also build an "aggressively intelligent" system. Eventually, he will be able to identify your average good producers and your liabilities.
Another reason why PerceptionPredict® is different is that it predicts actual performance before hiring. Here are some useful data you can use to recruit representatives:
- The number of actual meetings that the person can book
- The number of qualified opportunities that they can create
- What kind of contract can an account manager write?
- The dollar value of EI Contracts
- How the contract will progress in the sales process
- The individual attributes that come into play
If you want to know more about Morris or find out more about his company, you can visit his LinkedIn page and their website.
If you are expanding your team and hiring sales representatives, use a data-driven predictive process. It's an effective sales hiring strategy that will allow you to find the best talent more effectively.
Even if you're still thinking about changing your sales team, it's good to learn new ideas on how to optimize your process of bringing in new talent.
In what ways do you need to improve your current hiring process? Let us know in the comments section below.