The title of this article may sound a little strange given the higher overall unemployment resulting from a tough economy. Yet even in rougher economic times, every business has to continue to work hard to retain their top people.

Robert Hawthorne from Hawthorne Executive Search gave a presentation at the recent Kelsey Group conference (link to conference review), and in his presentation he focused on a recent sales survey that HES conducted. It would probably not surprise you to know there were some good things that the industry is doing (training, senior management engagement, new local search products).

However, he also noted a number of issues (base pay, management, career opportunities) which have impacted the industry’s ability to attract new talent to its sales ranks. I often feel like I am the lone wolf howling that this is a serious public relations situation that the industry needs to really begin to work on, as we can see in our recruiting efforts, this it is already affecting the ability of publishers to not only attract new talent, but keep your current top performers happy. My concerns are now backed up with the hard facts.

The recent survey conducted identified a powerful list of things that are real concerns from industry top performers:

A Strong Base Salary/Guaranteed Compensation:
Robert noted that pay can be a real distraction for top reps. Candidates have related several horror stories of unpaid commissions and salary. Successful companies, ones that are able to retain their top sales talent, tend to be diligent in removing any barriers when it comes to compensation.

They crave strong leadership and mentorship:
Robert indicated that the most satisfied, "happy" sales talent wants leadership that helps them get excited about what they are doing and works with them to improve their performance. He also noted that the “younger generation” (as in Gen X & Y), perhaps more than their older peers, require constant reassurance on job performance and intangibles beyond just compensation, things such awards and recognition. Robert indicated that studies have shown that 75% of companies that implement formal mentoring programs have reported significantly higher retention rates for their sales talent.

They want to sell state of the art products/services that will also enable them to build their resume
This requires publishers to balance what their reps "sell" and how this is positioned in job opportunities with potential candidates. He noted that especially for the younger generation, to sell for a company like Google sounds a lot more exciting and hip than selling print yellow pages, even if the Yellow Pages position has a high income potential. Publishers must be able to articulate to their reps that they are selling something which is technologically relevant, useful, and not some dinosaur.

It’s about the boss
Despite what managers typically think, money alone is NOT the only reason why people leave a company. Today's sales professionals want flexibility, good coaching, the opportunity for career advancement, and the ability to learn and grow more. Money is often much further down the list.

Robert also offered some suggestions on what publishers can do to improve their retention levels:

The best talent never looks for a "job"; they are looking for career advancement opportunities.
His discussions with candidates (across all job and pay levels), consistently shows that no industry segment is better at home grown talent than the Yellow Pages industry. This comes from consistently giving your people the opportunities to advance, assume more responsibility, and show their skills. How are you doing in these critical areas?

Offer feedback and appreciation beyond strictly $$$, things such as rewards, recognition, and flexibility for established producers
Robert noted the comments of the famous UCLA college basketball coach John Wooden: "I treat my best players differently than others because they have earned it."

Sell the IYP/Online aspects of your business to attract those who want a sales career in a technology driven marketplace
This is good news for publishers that are advancing a multi-product consultative sales agenda with small businesses.

Robert strongly believes that “simply stated, people want to feel pride - pride in their work, pride in their colleagues, pride in their employer. If you can provide an environment that generates those conditions, you will be able to keep and grow a top-notch sales team.”