As springtime approaches resumes from
soon-to-be college graduates start flowing in. I am receiving at least a dozen
every week now seeking a variety of positions. Although I am not in hiring mode
right now I do take time to read them. Unfortunately, they frustrate me for a
variety of reasons.
One such frustration is the continued
lack of understanding that an account management position, although a close
relative to the sales position, is in fact not the same. To paraphrase an old
saying, there is hunting and there is farming. Hunting is sales while farming
is account management.
With account management comes a set of
requirements that a sales role must also have, such as solid relationship
building and management skills, good follow through, excellent communications
skills, and a general likability. Sales, however, requires a much greater sense
of urgency. Sales typically is a commission driven role that requires
negotiation skills, a take no prisoner attitude while maintaining ones
composure, and again a sense of urgency. Did I mention sales must have a sense of
urgency.
I find today’s younger generation of
professionals lacking in a sense of urgency. Many think they want to be in
sales because it offers freedom and flexibility during the work week, an
opportunity to entertain clients, and a high-level compensation package. Yet,
when someone with experience explains the sacrifices it takes to be successful
in sales, the long hours, dedication to the craft, not being handed accounts on
a silver platter, well then they balk and look for the easy route, the account
management position.
Last year I spoke to a group of
graduating college seniors about life as a sales person. I engaged my audience
in conversation rather than presenting to them. It struck me as odd that
everyone believed sales, account management, and marketing are so intertwined
that they did not know the difference. Moreover, most of these young ladies and
gentlemen thought they had the skills already in place to be paid a high base
salary, work no more than 40 hours per week, did not want to travel, expected
company benefits (including a car or car allowance for sales roles), and the
key phrase I noticed was “they expected it”.
Many companies have account management
positions, and they can play a vital role in an organization, but account
management and sales are certainly not one in the same. I believe we, those of
us who’ve been in sales for most of our careers, owe it to this new, young, and
up & coming generation to educate on the role sales plays and what it takes
to be in sales. We need qualified sales people to grow and replace us at some
point. It is our responsibility to guide them toward career choices and to help
them understand the difference between account management and sales. It will
benefit them greatly and it will benefit us as well.