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recruitment and selection begin with a carefully crafted job analysis and job description followed by a statement of job qualifications.A job analysisis a study of a particular sales position, including how the job is to be performed and the tasks that make up the job. Information from a job analysis is used to write a job description,a written document that describes job relationships and requirements that characterize each sales position. It explains (1) to whom a salesperson reports, (2) how a salesperson interacts with other company personnel, (3) the customers to be called on, (4) the specific activities to be carried out, (5) the physical and mental demands of the job, and (6) the types of products and services to be sold.The job description is then translated into a statement of job qualifications, including the aptitudes, knowledge, skills, and a variety of behavioral characteristics considered necessary to perform the job successfully. Qualifications for order-getting sales positions often mirror the expectations of buyers: (1) imagination and problem-solving ability, (2) strong work ethic, (3) honesty, (4) intimate product
knowledge, (5) effective communication and listening skills, and (6) attentiveness reflected in responsiveness to buyer needs and customer loyalty and follow-up. Firms use a variety of methods for evaluating prospective salespeople. Personal interviews, reference checks, and background information provided on application forms are the most frequently used methods.29Page 586Marketing Insights About MeWhat Is Your Emotional Intelligence? You Might Be Surprised.A person's success at work depends on many talents, including intelligence and technical skills. Recent research indicates that an individual's emotional intelligence or EI is also important, if not more important!Evidence suggests that emotional intelligence is two times more important in contributing to performance than intellect and expertise alone. Emotional intelligence has five dimensions: (1) self-motivation skills; (2) self-awareness, or knowing one's own emotions; (3) the ability to manage one's emotions and impulses; (4) empathy, or the ability to sense how others are feeling; and (5) social skills, or the ability to handle the emotions of other people.What is your emotional intelligence? Visit the website at and answer the 24 questions to learn what your emotional intelligence is and obtain additional insights.Courtesy DTS InternationalSuccessful selling also requires a high degree of emotional intelligence. Emotional intelligenceis the ability to understand one's own emotions and the emotions of people with whom one interacts on a daily basis. These qualities are important for adaptive selling and often spell the difference between effective and ineffective order-getting salespeople.30Are you interested in what your emotional intelligence might be? Read the Marketing Insights About Me box and test yourself.