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My presentation from GALA Istanbul that provides management and sales managers alike with practical tips on which attributes and traits to look for when hiring translation and localization business development managers.
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Taking the "Black Magic" out of Hiring Localization BDM’s
Adam BlauBlau Consulting
@blauconsult
Cost of a BDM hiring mistakeIf caught early and dismissed after six months
Salary of EUR 15.000Salary: EUR 2.500/month x 6 months = EUR 15.000
Lost opportunities of EUR 150.000Quota: yearly EUR 30k commission @ 5% =
Quota EUR 600.000/12 = E50k x 3 months
@blauconsult
Cost of a BDM hiring mistakeIf dismissed after one year – typically too late
Salary of EUR 30.000
Lost opportunities of EUR 300.000
@blauconsult
WHAT HAPPENED?
@blauconsult
Sales Underperformance: Causes
Mismatch of buyer & supplier needs
Poor understanding of
buying stepsLack of Process Lack of Training
Don’t have time or expertise in Sales – so I’ll hire a sales
professional
Qualities needed to overcome these challenges
@blauconsult
2) Hire a BDM to figure it out for you.
Options1) Go through the exercise of developing a strategic
business development framework.
@blauconsult
Lack of growth strategy
• No segmentation analysisYou’re not differentiating buyers with varying maturity models or needs.
• No target profileYou’re contacting companies in various industries
• No plan to defend against threats / to capitalize on opportunities
@blauconsult
SO, WHAT TO LOOK FOR IN A BDM?
@blauconsult
Insight #1 : ExpertiseQuestions to consider:
• Have they worked for a small company? • Did they grow business exponentially? • Do they have a management / business degree?• Do they know which attributes propelled their success
in a previous role and how to apply them going forward?
Look for a conscious understanding of what makes candidates successful in regards to the customers they
attract.
@blauconsult
Insight #2 : Understand the BuyerWhat is most critical?
• Lead Generation Skills• Managing Opportunities • Both?
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Typical customer opportunities & efforts to win business
• Sample Translation • Quote• RFP - Is Procurement Involved?• Vendor Questionnaire required?
Who completes the work to win business? • Production, Account Manager, Director or the BDM?
Insight #2 : Understand the Buyer
@blauconsult
Lead Generation, Opportunity Management … or both?
Insight #2 : Understand the Buyer
• Interview for demonstrated skills and strong work habits
• In practice, do they excel at both?
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Insight #3 : Accountability
• Establish ownership and responsibilities
• Set goals for the manager and BDM
@blauconsult
Insight #3 : AccountabilitySet goals for the first 30, 60, 90 days
• Define expectations• Establish reporting
guidelines• Meet regularly
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Insight #4 : Thirst for knowledge• Who are their favorite sales authors? • Have they ever:
• Taught themselves a trade or skillset• Achieved mastery in a specific domain
of expertise?
• Do they appreciate evolving development, ongoing learning on the job and in life?
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Insight #5 : Align correctly
• Does their experience align with your company?
• Are they accustomed to high travel budgets and large expense accounts?
• Do they expect heavy marketing support?
Questions to consider:
@blauconsult
SummaryOvercome lack of market segmentation
Hire a BDM who knows which market segments are best for your business.
Lack of sales or management experience? Be sure they love to learn and can apply new
techniques quickly.
Examine the clients you want to win Determine steps to guide the new BDM
Before signing, establish goals and expectations Accountability to avoid future revenue loss
@blauconsult
Questions & Answers
ADAM BLAU
adam@blauconsult.com
@adam_blau
blauconsult.com
Facebook.com/blauconsult
@blauconsult
WWW
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