Lee Salz is a Featured Columnist for The Business Journals.
If you recruit salespeople and want to see an instant smile appear on their faces, share that you are the largest player in your industry.
Being the biggest is seen by salespeople as a powerful, standout differentiator. Salespeople and, truth be told, executives puff out their chests when they say they are the largest provider.
And why shouldn’t they? The inference is that being the biggest makes you the premier player in the industry.
Let’s flip this around. Try recruiting salespeople with the opening statement that you are the smallest player in the industry. Most sales candidates will be turned off because they infer the company is weak, novice and unstable.