When companies seek sales candidates, they don’t want average players. They want the rock stars. And, they primarily pursue those already employed elsewhere.

What strategy do they use to attract these candidates? OPPORTUNITY! During the entire interview process, that’s the strategy with the candidates…positioning the opportunity with their firm. Then, they are shocked when candidates decline the job offers.

On one side of the table, we have the opportunity story. On the other side of the table, the candidate side, there’s the RISK story. These candidates are already successful where they are. While opportunity peaks candidates’ interests, the risk associated with giving up what they already have can paralyze the deal.

Know any top salespeople? They hate change! You can change their compensation plan so they have the potential to earn more and they are still uncomfortable.

Positioning opportunity gets the candidate into the pipeline, but if you don’t resolve risk… no need to prep the office. The candidate is not coming your way.

In other words this is just like any other sales process. When the sales strategy and buying strategy differ, no sale!

See you next time on the Sales Management Minute.