"He’s A Nice Guy But He’s Just Not A Big Producer"
03/05/24 Edition Stephen Says Column

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Dear Stephen, 

I’m a sales manager at a #Steelcase dealer searching for salespeople and interviewing candidates like crazy. Hiring is very competitive in my marketplace, like everywhere. Many people have non-competes or non-solicitations, making the process even more complicated. Yet we have a good reputation so I’m seeing a lot of quality people, at least I think they’re good people… However, my boss doesn’t agree… I keep hearing, “Oh, he’s a nice guy – just not a big producer…”

I find that statement to be such a negative rebuff, and a condescending remark, of someone’s entire career. Especially when it’s a person only in their early forties. Not everybody has “peaked out” in their dealer sales career at 43!  To me, there is something about hiring someone who is a steady producer, conscientious, and continues to strive to do their best work, in addition to being a nice guy. Not everyone’s a rockstar!

In my case, my boss is the owner of a dealership, so my ability to make a hiring decision is often his call. My experience from working at other dealers and a manufacturer is that there’s too much emphasis on someone’s book of business, and not enough emphasis on a salesperson’s ability to be a steady producer and grow their business.

How do I delicately discuss with my boss who is bottom line oriented that we need to make an investment in quality salespeople who may not be top producers… Yet who could become top producers if I’m given the opportunity to train, mentor them and work with them.

It seems that my bosses are always looking for a quick fix and immediate sales results that just don’t exist. What is your suggestion?

Signed,
Give them a chance!
Dear Chance,

I agree with you. I just hate that all-too-common phrase: “They’re a nice person, but just not a big producer.”

I have so many clients who will not pull the trigger on a hire because, as much as they like the candidate, they are concerned that they may not see immediate revenue gains from the hire. Which I think is a big mistake.

I encourage all our clients – dealers, manufacturers, everyone – to consider using outside evaluations for sales skill abilities to help them make a hiring decision, when someone may not be a big producer. Sometimes it helps.

As far as hiring a “big producer” remember they are always more expensive, period. (Not a bad thing, just saying). I’ve noticed they tend to be more sedentary in their career, aka, relying on repeat business from old accounts, and they’re very set in their ways. A “nice person” however, is worth a lot today. And those two things, “nice person” and “big producer” don’t necessarily go hand in hand. And there’s a long-term benefit to hiring nice people. They can influence corporate culture; the opinion that employees and customers have about the company and that feeling you get when you walk into a company where everyone is smiling. That kind of atmosphere is good for business.

I do find that office furniture dealerships and smaller ‘lesser name’ manufacturers are more focused on someone who can bring them immediate business, a so-called producer, rather than someone who could be a long-term employee, generating more sales over a span of years. Hiring decisions that solve short-term problems can have long-term negative consequences.

The reason I suggest the sales aptitude testing is because when someone has an ambiguous or unremarkable track record in sales, it helps leadership with the hiring decision.  While never perfect and there are many different types of evaluations, this additional step may reveal the base-level personality type and skillsets that will make a great salesperson, given a bit of time and training. This is just another measure to help the hiring manager refine the hiring decision when a candidate is not a proven producer.

I think we all should try to avoid the “big producer” ideology from our vocabulary. Assuming you’re a trained hiring professional, along with the assistance of an outside evaluation and good reference checking, you can hire someone who is a “good” salesperson now and assume that they can develop into a “great” salesperson in the future, or even in a couple of years they can become that famous cliché every client asks us for, a rockstar!


Signed,
Stephen

 

Stephen Viscusi is the CEO of www.viscusigroup.com, an executive search firm that specializes in the interior furnishings industry. Hires made through The Viscusi Group are guaranteed a one-year free replacement. Please share your story or comment on this article and send your workplace questions to stephen@viscusigroup.com. Or give us a call at (212) 979-5700 ext. 101.

 

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