Tag: sales resume

Continuing from yesterday, I have four more sales accomplishments from resumes showing how some job seekers attempt to demonstrate their success.

Opening Accounts

Successfully expanded account base from 75 to over 90 accounts.

This bullet is ok. It’s better than nothing but doesn’t make a strong impression. The job seekers fails to provide sufficient context. I can’t tell if adding 15 accounts was good or terrible. Knowing the goals for the position would help. Providing an indication of the change in total sales would give the scope. I would also like to know how this sales performance compared with the performance of others at the company. For example, in a booming industry, where most sales people are doubling their sales, an increase of 20% would be a dismal failure. Finally, I would want to know what the margin of the new sales compared to the old sales. Anyone can win new business by cutting margins or selling at a loss – this would not be an accomplishment.

New Division

Established a customer base of 25+ accounts for newly created division.

This is bullet is similar to the preceding bullet – the scope of the performance is omitted. To improve this, the job seeker should include the budget goals, in customers and dollars and how the performance compared to the goals.

Turnaround

Spearheading a remarkable “worst-to-first” transformation, leading an extremely low-performing sales team to become the only one in the region to exceed 1st quarter objectives, and leading this same team to grow revenue from $3.7M to $8M in 3 years.

I like this accomplishment. It starts with some hype… “remarkable worst-to-first transformation.” Hype is usually a mistake in a resume. The pitfall you need to avoid is making very general, broad boasts that can’t be assessed.  Additionally, if you don’t back up your claims, boasting will hurt more than help.

In this case, the job seeker makes a very specific claim about turning around a team, and follows up the hype with a clear demonstration of why they made the claim. They define the starting point – bottom performing with revenues of $3.7m. The job seeker then shows the results… 1^st in the region with $8m in sales. Further emphasizing the success, the job seeker adds that their team was the only one to beat expectations.

I would want to know what the job seeker did to achieve the results. Often, explaining the “how” is difficult in a resume. If the approach could be summarized in a sentence or two, it would make a good addition. If the approach was more complicated, it probably is better to leave it out and explain the situation in an interview.

Strategic Planning

Defined and implemented 5 year strategy to triple sales within 3 years to more $20 million.

This bullet sounds good but doesn’t really say anything. The job seeker planned to triple sales. Planning sales growth is easy… achieving the plan is what counts. Compare this to the NFL. Your now the owner of a team and have to select a coach.  You receive two resumes.  One lists a bullet that says the coach developed a plan to win the Superbowl within 3 years in their last job.  The other one has a bullet like the previous Turnaround example, “Spearheaded a remarkable worst-to-first transformation, leading a team with the worst record in the league to the Super Bowl in three years.”  Who do you want to interview?  It’s no contest… every coach has a plan to win.  It’s what you do with your plan, and what you achieve that will make a difference in an interview.

Your accomplishments provide the sizzle that will get a hiring manager excited about your resume. They demonstrate your performance and your potential. The stories of your successes often are the most remembered details in an interview. This makes it essential to present strong accomplishments in your resume and talk about them in an interview.

I selected accomplishments from the resumes of sales professionals to show some good and bad examples.

Turnaround

Went from “underdog” to winning bidder for a multi-million dollar automation project involving two Target Accounts. Sale required last-minute business trips to Europe and western U.S. and overcoming several commercial and political issues.

This accomplishment is very good. It gives enough context to peak the reader’s interest. The job seeker frames his position as the underdog. He gives some scope to the situation by describing it as multi-million dollar, with multiple accounts and international. He also gives a glimpse of how he succeeded: repeated trips to the customer to resolve complicated issues.

There are a number of questions about this that are left unanswered. I would want to know why the job seeker’s firm was the underdog. I would like to know how the size of this project fit with the typical sales at this firm. I would like to understand the issues that were overcome and how the job seeker did this. Answering these questions in a resume could be difficult. I expect that the text would be long… too long to be effective. Leaving this information out was a good call. The accomplishment peaks the interest to learn more. This is the goal of a resume: get the reader to want to talk to the job seeker.

New Concept

Presented and sold this new concept technology to gain substantial acceptance with <list of six customers>. I worked intimately with nearly 100 <end-users of the product> throughout <metro area>.

This bullet was a stand-alone accomplishment. The presentation did not make it clear what the “new concept” was. The confusion resulted from the order of the information. There wasn’t a specific line defining the “new concept technology” and the descriptions of technologies were not immediate preceding the bullet.

The second problem with the bullet results from the lack of scope. I don’t know what the job seeker considers substantial acceptance. The bullet doesn’t show the sales volume, the performance relative to goals or if the rollout was considered successful.  Without more detail, this accomplishment is unlikely to make much of an impression.

Got Hired

One of five consultants hired from over 500 applicants for the marketing team.

This is a waste of space on a resume. It is very common that a company will screen in excess of 100 people for each hire. Even worse, this bullet says nothing about the success of the job seeker. The only thing it indicates is that the job seeker was hired in the past… not exactly earth shattering information. Focus on specific performance results, not getting hired.

Ranking

Currently ranked 12 out of 90 representatives in the Western region

I like rankings on a resume. They give a context for the job seeker’s performance. To rank 12^th out of 90, it is likely the job seeker performed well. It isn’t guaranteed, though.  There may be variations between territories or other factors that cause comparisons to be unreliable. Despite this, a bullet with your rank relative to peers is good to have on a resume.

Make sure you include other accomplishments in addition to rankings.  A resume that just lists sales rankings, with no details of how the rankings were achieved is very forgettable.  A good tactic is to provide ranking bullets with a couple bullets that show specific examples of your success. Including both types of accomplishments can make an impressive presentation.