The industrial sector faces a unique and pressing challenge: the aging of its salesforce. The average age of sales representatives in this field is between 56 and 58 years. As seasoned professionals near retirement, the industry must confront the urgent need to rejuvenate its sales teams with younger talent. However, this task is complicated by the perception of industrial sales as an “old school” profession, lacking the allure and cutting-edge appeal of tech companies. To address this, industrial companies must innovate their recruitment strategies, reshape their cultural image, and provide compelling reasons for younger generations to join their ranks.
According to a McKinsey & Company report, industrial companies must rethink their value propositions to attract younger talent. Fred Kessler, CEO of Sales Partnerships, Inc., emphasizes, “The need to refresh our sales teams is critical. We must leverage every tool at our disposal to change perceptions and demonstrate the dynamic opportunities within industrial sales.”
The Perception Problem and Its Impact
One of the primary challenges in recruiting younger sales professionals is the perception that industrial sales require extensive product expertise. In reality, success in this field is more about understanding the customer and the market than the intricacies of the products themselves. Drawing parallels with healthcare sales, where similar misconceptions prevail, it becomes clear that sales acumen and the ability to connect with clients are the true drivers of success.
A Sales Partnerships representative shared an anecdote about a successful recruitment campaign: “We hired a candidate with no prior industrial experience but a strong background in customer service. By focusing on their ability to understand and address client needs, we transformed them into one of our top-performing sales reps.”
The Aging Workforce in Industrial Sales: A Ticking Time Bomb
Companies in the industrial sector face a looming crisis. As their current sales forces age, they risk losing not just personnel but the invaluable tribal knowledge these veterans possess. Consequently, this knowledge gap can severely impact business continuity and customer relationships.
Fred Kessler warns, “Industrial companies have punted this problem for too long. We’re now at a point where significant action is required to ensure we have a capable salesforce in the next five years.” The potential loss of experienced sales professionals can lead to disrupted client relationships and a decline in sales effectiveness, highlighting the urgency of addressing this issue.
Challenges in Recruiting Manufacturing and Industrial Sales Jobs
Manufacturing, a crucial component of the industrial sector, is experiencing its own set of recruitment challenges. According to a National Association of Manufacturers survey, over 77 percent of industry players listed attracting and retaining top talent as a top challenge. Additionally, the Bureau of Labor Statistics showed nearly 780,000 open manufacturing positions at the end of 2022 and 693,000 open positions at the end of Q1 2023. Ultimately, this significant number of vacancies underscores the difficulty industrial companies face in filling roles and maintaining operational efficiency.
Talent and Skills Shortage
The COVID-19 pandemic’s impact and the rapid retirement of skilled baby boomers have exacerbated the talent and skills shortage in manufacturing. So, those in charge of recruiting manufacturing positions face the dual challenge of filling a large number of positions while dealing with a dire talent and skilled labor shortage. Furthermore, the skills needed for manufacturing jobs are rapidly changing, with 74 percent of manufacturers believing that these skills are evolving faster than the workforce’s ability to adapt.
Industry Image Problem
Despite the essential nature of manufacturing to the economy, public perception remains a significant barrier. Many people associate manufacturing jobs with hard labor, poor working conditions, and limited advancement opportunities. Although 64 percent of respondents in a Deloitte study believe U.S. manufacturing roles are creative and innovative, these negative perceptions persist, deterring potential recruits.
Fear of Automation and AI in Industrial Sales
Additionally, technological advancements and artificial intelligence (AI) have introduced a fear of job obsolescence among workers. However, automation and AI drive the need for new skills and make manufacturing positions more innovative, creative, and skilled. The challenge lies in communicating these opportunities to potential recruits.
Strategies for Attracting and Retaining Younger Talent to Industrial Sales
Understanding how to attract and retain younger talent is crucial for maintaining a robust salesforce and driving future sales. Therefore, companies must recognize that appealing to Gen Z and Millennials involves more than just competitive compensation; it requires creating an environment that aligns with their values and career aspirations.
Changing Market Perceptions in Industrial Sales
To attract younger talent, industrial companies must change the market perception of their industry. This can be achieved through:
- Scholarships and Educational Initiatives: Partnering with colleges to offer scholarships and courses focused on sales and industrial careers can create a pipeline of interested and informed graduates.
- Industry Events and Outreach: Hosting events and participating in job fairs can help showcase the dynamic and impactful nature of industrial sales careers.
Leveraging External Channels for Industrial Sales
Exploring external channels for recruitment can fill immediate gaps and provide insights into effective hiring practices. Sales Partnerships, Inc. specializes in providing these external sales solutions, helping companies overcome recruitment challenges by offering experienced sales professionals and innovative recruitment strategies.
Additionally, Fred Kessler explains, “External channels can offer fresh perspectives and new approaches to recruitment that can be incredibly valuable. At Sales Partnerships, we work with industrial companies to identify their specific needs and provide tailored solutions that ensure they have a strong and capable salesforce.”
By partnering with Sales Partnerships, companies can leverage the expertise of a dedicated team that understands the nuances of industrial sales. This collaboration allows for a more flexible and scalable approach to recruitment, ensuring that industrial companies can adapt to changing market conditions and workforce needs.
Creating a Supportive Work Environment in Industrial Sales
Gen Z employees value meaningful work, career development, and supportive leadership. Therefore, creating an environment that offers these elements can attract and retain young talent:
- Mentorship Programs: Pairing experienced sales reps with new hires can facilitate knowledge transfer and provide valuable guidance.
- Career Development Opportunities: Offering clear career paths and continuous learning opportunities can help retain ambitious young professionals.
Flexible Work Arrangements
Flexibility is crucial for attracting Gen Z talent. Therefore, offering remote work options and adaptable schedules can make industrial sales roles more appealing. A consumer goods manufacturer successfully increased staffing levels and productivity by offering greater flexibility in their workforce management.
Emphasizing Purpose and Impact
Gen Z wants to feel that their work makes a difference. Consequently, companies should clearly communicate their mission and the societal impact of their work. Fred Kessler notes, “At Sales Partnerships, we strive to create a purpose-driven work environment where employees understand how their roles contribute to the company’s mission and societal impact.”
Success in Action: Sales Partnerships’ Proven Strategy
Sales Partnerships, Inc. has successfully implemented these strategies to attract and retain young talent. By offering robust career development programs, flexible work arrangements, and a purpose-driven work culture, the company has seen a significant decrease in turnover rates among younger employees. Kessler shares, “Our commitment to understanding and meeting the needs of Gen Z workers has been instrumental in maintaining a strong and dynamic sales force.”
Through targeted recruitment efforts and a focus on creating a supportive and engaging work environment, Sales Partnerships has been able to build a sales team that bridges the gap between experienced veterans and fresh new talent. This approach ensures that the company retains critical industry knowledge while injecting new energy and perspectives into its sales force.
Conclusion
Ultimately, solving the aging sales force crisis in the industrial sector requires a strategic approach that addresses the unique needs of younger workers. By changing market perceptions, leveraging external channels, creating a supportive work environment, offering flexibility, and emphasizing purpose, companies can attract and retain the next generation of sales talent. Now is the time to bring in fresh faces who can be mentored by experienced reps, ensuring the longevity and success of industrial sales teams.
If your company is facing challenges in building a dynamic and capable sales team, Sales Partnerships, Inc. can help. Our expert solutions and tailored recruitment strategies are designed to meet the unique needs of industrial companies. Contact us today to learn more about how we can assist in revitalizing your sales force and securing your business’s future success.
