Why It's Hard To Fill Sales Jobs

The best and brightest stigmatize sales jobs. But they're fundamental to the success or failure of small business.

When I mention the word 'sales' to most people, it conjures up the idea of smarmy used car salesmen pushing shoddy cars or annoying telemarketers interrupting dinner to pitch services no one wants to buy. As a business owner, this is a huge problem for me.

My company is currently hiring in-house sales reps for our telephone sales team. Our salary and commission structure is attractive, and we offer great benefits like health insurance (fully paid by the company) and a 401(k) program—benefits which are not always available at small companies. When I posted my sales job openings earlier this month, I was really hopeful that we would get a lot of good applications, especially considering the current high unemployment rate. However, only 11 out of the 86 people who checked out our ad on monster.com decided to apply.

Selling, when done right, is about matching the right people with the right products. A good salesperson listens carefully and helps fill needs and solve problems that a customer is facing. A great salesperson takes responsibility for keeping a customer informed about developments in his industry and helps the customer make the most of that information. A superior salesperson has the ability to strategize with a customer to find out which products would help the customer grow his business, and in the process, grows his own. Selling can be a challenging and fulfilling brain game. Why do so few of the best and brightest job candidates flock to sales for their career of choice?

For starters, most colleges and universities offer no courses in selling. Even many of the best business schools do not include sales in their curriculum and if they do, it is usually treated as a footnote in the marketing area. The result is that the most fundamental aspect of any business—selling—is not taught. Thousands of business school graduates leave the university with no idea how to sell, which is a huge competency problem when they reach the workplace. Every job involves selling. If you are in public relations, you are selling a story. If you are an accountant, you are selling your accuracy and financial understanding.

The fact that sales is not taught makes graduates think selling is not important, or that it can't be taught and should be left only to the gifted ones—the natural salespeople. In reality, selling is a skill that can be acquired and that everyone is able to do on some level. Certainly some people are born skilled at sales. The majority of people aren't naturals, however, but they can be taught to be great if they are given a structure to follow. If college career services offices and academic departments across the country placed more importance on selling and sales jobs, candidates would realize a job in sales is not a fallback career, but the most important position any company can hire for.

Another obstacle to finding the right sales hire seems to be salary. Sales jobs usually have a compensation package that is based either entirely or in part on commissions. Many candidates seem to shy away from a commission structure, writing it off as risky, or unstable. What they do not consider is the flip side—commission-based compensation also means that a candidate can determine her own salary. If she wants to earn more, she has only to sell more. To fast-thinking, motivated candidates, this should be an exciting opportunity to make a quick trip up the compensation ladder and gain the glory of writing their own ticket.

As an example, my first job out of college was as a wholesale jewelry sales position with a small base salary and a commission component. But as it turned out, my first-year total compensation beat the seemingly sky high salaries of even my friends who went into investment banking—and by a lot.

As I said, 'sales' should not be a dirty word. It is the communication mechanism between customers and creators, the vehicle by which amazing inventions live or die, and the determining factor between a business thriving or stagnating.

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26 comments

  • eddie j  •  26 days ago
    There's a big difference between professional sales and having to sit on a phone all day telemarketing to people, most of whom are completely annoyed by your call. The biggest reason people shy away from sales jobs is that too many sales jobs are "straight commission". You can starve to death until you get a decent base of customers and that takes time. Nobody has that kind of time and that's why sales jobs are a "revolving door". The other very annoying thing about too many sales jobs is that they expect you to use YOUR car to run all over the countryside looking for money for them. Expense accounts don't cover the wear and tear on your car, insurance and other costs. Most of those expense accounts are mileage reimbursements, hardly enough to pay for gas. As if all that isn't enough negatives, they slap a quota on you, meaning if you don;t meet THEIR sales goals for any given month, you're fired. Try selling anything in this economy. The above are part of the reasons people don't want sales jobs.
  • Beney  •  26 days ago
    "What they do not consider is the flip side..."

    Make that "what lenders do not consider" because when a sales pro is looking for a home for their family the lender wants to see a steady income history based on a fixed salary. Mostly or all commission sales people are, effectively, "self employed" and, as such, their borrowing prospects are fairly grim, even before the recession.

    What the prospective sales person does or does not consider has relatively little relevance by comparison.

    As an employer, you need to "bootstrap" your sales people by paying them a starting salary for a limited time until they get their commission machine running. In the meantime, they have a family to feed, clothe and house and bills to pay.
  • Ken  •  Forest City, Pennsylvania  •  26 days ago
    A big part of the problem is many young people today have limited inter personal skills because they spend 80% of their time in the fanatsy land of internet games, or dweebing on their computer devices in some form. Also, sales requires self motivation and hustle, and the winners can make out very well.......in our recent world of "everybody gets an award" many folks just can't or won't compete.
  • Anonymous33  •  26 days ago
    A large part of the problem is that many sales positions Require a Bachelors degree (usually in marketing or finance) There is no evidence that a degree makes one a better salesman. They also prefer younger workers because the supposedly have the energy to put in ridiculously long hours. The problem is most of them have little or no "product knowledge" of what they're selling and while they may relate well to people their own age they are ill suited to deal with older and younger persons. I could go on but you get the idea.
  • Jill G  •  Monroe, New York  •  26 days ago
    Its the attitude so many management men have that sales is not 'real' work.
    Even the best salesmen know there are dry periods when a base pay is needed to see a family through, to say that people should take a chance when they have families dependent on them is to ask for people without responsibilities, which is why you only get a few responses from people you'd want to hire.
  • clncatfish  •  Jackson, Tennessee  •  26 days ago
    A major stumbling block to the Sales side is. You work hard generate a lot of sales make the company some cash flo. Accountants see the expense of the sales department and reduce commisions or hire more staff. Reduced income leads to quality people going else where, or slowing down. Accounts then say the sales function is defective.
  • bushelfoote  •  New York, New York  •  26 days ago
    I was always kinda proud that I could talk my way into anything....and given the chance, talk my way OUT of anything,too.....Would you buy it if you could get it for the price you want? Let me make a call....................................
  • TylerM  •  26 days ago
    The reason it's hard to fill these jobs is because most are not real career positions. They are "turn and burn" jobs where the company doesn't expect you to succeed. Lack of support, training and compensation that doesn't merit the effort and dedication required to succeed.

    A true career sales position affords a livable starting base, guaranteed for the first year. Ongoing product training, freedom to create relationships without interference from management and the ability to adjust pricing when needed to further that long term relationship. True sales professionals do not "sell", they create trusting, consultive relationships. Those relationships lead to solutions supplied by the salesperson.

    90% of sales positions posted are bunk. As are 90% of those who call themselves salespersons. You CANNOT create a true sales professional...they are born.
  • Thomas  •  Vancouver, Washington  •  26 days ago
    If you'd like a sales job, watch the film "Glengarry Glen Ross."
  • Bwood (2-BO-2000)  •  Griffin, Georgia  •  26 days ago
    Sales is at the heart of capitalism. The front line of business, the infantry if you will. If done well you can command the respect of all levels of management and quickly get promoted. Other professions are just as vital but revenue generators will always have a place in business. Always...
  • spittings  •  Houston, Texas  •  26 days ago
    A lot of people don't like knowingly taking advantage of others while being told nothing they say for years at a time will be in their words at all but rather all scripted, while having managers berate them and tell them how awful they are.
  • Richard  •  26 days ago
    Many of the highest wage earners of all time have been sales professionals. Eddie J has it right. Don't confuse sales with telemarketing. The problem with sales for most people is that their true contribution to a company appears on a list with their name next to it. This new world where "everyone get's a prize and no one is judged" has created a workforce of youthful individuals bewildered because for the first time in their life they are judged and rewarded or fired based on their true contribution and not their effort. They suffer from both a fear of rejection and a fear of failure (and in some cases a fear of success). In most cases, non-sales people are able to hide their modest contribution to a company because it is clumped in with others. Sales people have their success or failure out there on a daily basis for all to see. It keeps the top performers on their feet while the non-producers bow out.
  • misty  •  Simi Valley, California  •  26 days ago
    Nothing happens until someone sells something Peroid! ..... Agreed, telemarketers is not something Professional sales people that visit people face to face consider a Sales position. But it is part of the selling none the less. Some people have very incredible telemarketing abilities and you have to give them credit for that. In the end. I respect anyone that works regardless of the job since I am no better then they are
  • over here in this line  •  26 days ago
    Hey look...another story about jobs. A clueless writer separated from the real world.
  • Linda  •  Livingston, New Jersey  •  26 days ago
    The newbys coming out of college have no interacting skills on top of not wanting to start at the bottom. A salesman has to be a self starter and be self motivated to make the calls and sales. The new age employee first question is. How many hours do I have to work and how much vacation do I get.
  • MonkeyShines  •  26 days ago
    Its because applicants these days are weak and lack the guts and the fortitude to beat down a clients door and sell them like their very life depended on it. It takes a special kind of type A to accept that challenge and flourish. Most wont take a straight commission job because they are too chicken s*** to do so, because they do not have faith or confidence in their own ability. I am in sales, I don't have a degree, and I make more than most doctors and lawyers simply because I have the drive and the gift of gab to make it happen. You drive revenue for a company and they in turn share that revenue with you. Simple.
  • Marvin  •  Jacksonville, Florida  •  26 days ago
    Telephone sales are stressful. Especially if you have a quota to fill. And a commission based salary is not stable income. And in this economy.......no one is buying stuff being sold on the telephone. And people seem to get upset with telemarketers. I know I do. I have a part-time job and am looking for full-time employment and would not even consider a commissioned sales job. They probably have a high turnover rate too.
  • A Yahoo! User  •  Novato, California  •  26 days ago
    Nobody has a job until somebody sells somebody something. That is why truly gifted salespeople make so much money.
  • Jeffrey  •  San Diego, California  •  26 days ago
    There are a lot more colleges and universities offering sales courses, degrees and specializations. Michigan State University has a line of course work through the College of Communications and the School of Business that prepares students for professional sales careers. They have won the national sales competition with 75 other universities 3 out of the last 4 years and 100% of their graduates found jobs last year. If you have a great professional sales opportunity, I would suggest recruiting there.
  • Joe  •  Libertyville, Illinois  •  26 days ago
    The article did'nt sell me.
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