The “Great Resignation” describes the wave of resignations that followed the COVID-19 pandemic, significantly affecting industries worldwide. Sales, in particular, has been hit hard, as businesses struggle to attract and retain top sales professionals. But what was the Great Resignation, how has it impacted the hiring landscape in sales, and how can companies navigate this challenging environment?
What Was the Great Resignation?
The Great Resignation occurred as millions of employees across various sectors re-evaluated their careers in the wake of the pandemic. Many workers left their roles to seek better work-life balance, new career paths, or entrepreneurial ventures. This shift, compounded by the challenges of the pandemic, has exacerbated talent shortages in sales—a sector already known for high turnover and intense pressure.
The Unique Nature of Sales Roles Pre-COVID
It’s important to acknowledge that many sales roles were already remote and field-based before the pandemic. Sales teams, particularly in industries like FMCG, construction, and wholesale, have long operated in a hybrid model, travelling to meet clients and spending much of their time working independently in the field.
Despite this, COVID-19 dramatically reshaped the way even these sales roles functioned. Field-based salespeople, who were used to face-to-face meetings and on-the-ground relationship-building, suddenly had to adapt to virtual interactions and new remote sales strategies. This shift created a fresh set of challenges, both in terms of the roles themselves and the recruitment landscape.
How COVID-19 Changed Field Sales
For field sales professionals, the pandemic brought about several key changes:
- Adapting to Virtual Selling: Field sales teams, who typically thrived on in-person meetings and relationship-building, had to pivot quickly to virtual selling methods. Video conferencing, online demos, and remote presentations became the norm, requiring salespeople to develop new skills and embrace technology in ways they hadn’t before.
- Increased Demand for Flexibility: With many workers globally demanding more flexibility in their jobs, field sales professionals also sought greater autonomy. While these roles were already flexible in terms of travel, many salespeople began to expect more remote work options, such as virtual meetings, flexible hours, or fewer travel commitments.
- Burnout and Workload Pressures: Although many sales roles were remote pre-pandemic, the isolation of lockdowns and the increased pressure to adapt to new sales methods contributed to widespread burnout. Field salespeople who thrived on in-person interactions found the shift to remote work and virtual meetings draining.
- Retention Challenges: As part of the Great Resignation, many sales professionals saw an opportunity to leave traditional roles and explore other careers or entrepreneurial paths. The turnover rate in field sales roles, which was already high, increased as a result, leaving companies scrambling to fill crucial positions.
The Talent Shortage in Sales Post-COVID
The effects of the pandemic and the Great Resignation have created a perfect storm for sales recruitment:
- Increased Demand for Skilled Salespeople: The complexity of sales roles has grown, particularly in digital sales, customer relationship management, and remote engagement. Businesses are not just looking for salespeople, but for professionals with specialised skills to meet these modern demands.
- Fewer Applications and Higher Hiring Costs: Despite offering competitive salaries and benefits, many companies are receiving fewer applications for sales roles. The smaller pool of candidates has driven up recruitment costs, with companies spending more to attract the right talent.
- Burnout and Alternative Career Paths: Many sales professionals are leaving the field altogether, seeking less stressful roles, or moving into different industries. This has left a gap, particularly in experienced field sales roles, which are becoming harder to fill.
How to Address the Sales Talent Shortage
Given the shifts in the sales landscape, businesses need to adapt their recruitment and retention strategies to attract the best talent. Here are some ways to tackle the post-COVID sales hiring challenges:
- Emphasise Flexibility: Flexibility remains a key priority for sales professionals. Even for field-based roles, companies should offer hybrid working options or flexible schedules. Salespeople want autonomy over how they manage their time and clients, which can be a strong selling point for recruitment.
- Leverage Technology for Engagement: Investing in tools like CRM systems, video conferencing platforms, and collaboration software is crucial. Not only does this support remote working, but it also enables salespeople to stay connected with customers and colleagues. For field sales roles, access to easy-to-use technology that supports on-the-go communication can be a huge advantage.
- Offer Competitive Compensation and Benefits: Competitive salaries and benefits remain vital, especially with a shrinking talent pool. Businesses should ensure their compensation packages are attractive, including performance bonuses, commission structures, and robust benefits such as healthcare and pensions.
- Professional Development and Growth: Career progression is a major factor in retaining sales talent. Providing clear career paths, professional development opportunities, and training will help keep employees engaged and motivated to stay long-term.
- Focus on Mental Health and Wellbeing: Burnout is a serious issue, particularly in sales. Employers should offer mental health support, wellness programmes, and resources to help employees manage stress. Creating a culture that prioritises work-life balance can make a company more attractive to prospective candidates.
- Build a Strong Employer Brand: Promoting your company’s culture, values, and opportunities for career progression is essential. Highlighting success stories and showcasing your commitment to employee development can set you apart from competitors and draw in top talent.
Conclusion
The Great Resignation has left a lasting impact on sales recruitment. While many sales roles were already remote and field-based, the pandemic has reshaped these positions, increasing the need for flexibility, technology, and mental health support. Companies must adapt by offering more autonomy, embracing digital tools, and building a strong culture of development and well-being.
By addressing the changing needs of today’s sales professionals, businesses can navigate the current talent shortage and build teams that are not only resilient but also ready for future growth. The companies that successfully adapt to this new reality will find themselves better positioned to attract, retain, and nurture top sales talent in a highly competitive market.
