The Hindu Business Line : Sales jobs — not many takers around

MR ARUNACHALAM, a franchisee of a leading consumer goods major, is still reeling from shock. He had advertised a few weeks ago, in a leading newspaper, inviting applications for the job of a salesman to sell some medical products. In the first week after the release of the advertisement, he didn't get any response. A fortnight later, he had received 2 responses.

The indifferent response may have been because the advertisement was from a franchisee rather than the company directly. Says Mr Ganesan, Business Head, Millenium Management & Executive Search Consultants, "Branding has become important in the job market. It seems the response to the franchisee ads is generally poorer because the pay package offered by them would be lower."

Pay may be an issue but it is not the only one.

When Mr Arunachalam advertised a year ago, on behalf of another FMCG major, he had received 40 responses.

But even then, he wasn't very happy with the quality of applicants. "Their attitude is laidback. People don't want to stretch. Sales is no longer a sought after job." he says.

It's a sentiment that is informally endorsed by a number of other HR experts. That might come as a surprise since sales jobs seem aplenty. Recruitment advertisements for salespersons seem to appear regularly for credit card/cell phone/insurance and pharmaceutical companies.

Industry experts say that professional growth in this area is also faster than in other functions. But job aspirants, or at least those with the desired qualities, are not biting.

Mr Arunachalam points to the impact created by IT enabled services (BPO and call center jobs) which offer youngsters the chance to earn around Rs 10,000 a month, work in an air-conditioned environment, sit in one place and also be picked up and dropped home. Comparatively, salaries in most sales job begin at Rs 5,000 and there is considerable sweat work involved.

A medical representative for instance, is expected to visit at least 12 doctors and 7 chemist shops everyday. "It's OK to do that in the beginning. But after a certain point, the roaming does take a physical toll. Spondylitis/back problems are common in this category of workers," says a middle aged representative

And there are stiff targets to be met that are a source of constant tension in a rep-eats-rep world. Regular review meetings that are held daily, weekly and monthly only add to the pressure. Attrition rates in these jobs are high - and that's putting it mildly. "We hope they stay at least for a year," says Mr Arunachalam with a sigh of resignation.

There is obviously a considerable drain of effort and resources in this form of recruiting, training and retention strategy.

Does the lukewarm response also have to do with something in the Indian psyche and attitude to "selling"?

The Marketing consultant and columnist, Mr Harish Bijoor recently wrote, "Every person is a bit too shy to call himself a salesperson. It doesn't seem a very proud thing to be. Not like being a doctor or pilot!"

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