China veterans in short supply

SALESPEOPLE ARE crucial to the success of any business because, no matter how good the product or service, revenue will dry up unless someone gets out there to sell it.

That maxim applies even when the overall economy is accelerating steadily and explains why companies in Hong Kong - in virtually every sector - are on the hunt for good salespeople to help them capitalise on the opportunities for growth in a buoyant market.

'Demand for talented sales professionals is high at all levels and in all industries,' said Anthony Thompson, managing director for Hong Kong and Southern China at Michael Page International.

Retailers, banks, insurance and logistics companies were among those hiring in the final quarter of last year when, according to the Census and Statistics Department, the overall unemployment rate held at a six-year low of 4.4 per cent.

Government data on employment distribution also show that sales-related roles now account for 10.8 per cent of workers in the wholesale and retail trades, 16.3 per cent in import and export, 9.7 per cent in real estate and business services and 7.4 per cent in restaurants and hotels.

Demand for staff in the retail sector was particularly strong, with December sales of HK$21.5 billion representing an 8.1 per cent increase over November and an 11.5 per cent jump over the corresponding month in 2005.

Roula Rozakeas, client partner, consumer markets, Korn/Ferry International (Hong Kong), said: 'Whether it's the luxury brands or mass market, retailers are driven by expansion, and demand for salespeople across the sector is very strong.'

No longer facing the imminent imposition of a goods and service tax, retailers are opening new outlets, helped by the flow of mainland tourists and the strengthening yuan. Recognising this, leading companies are also looking to expand rapidly in the mainland to take full advantage of the additional scope now allowed under the terms of China's accession to the WTO.

'There will be strong demand for salespeople with experience in China, or who can speak Putonghua,' Ms Rozakeas said.

Spending is also on the rise in the information technology, telecommunications, media and entertainment, financial services and manufacturing industries.

Guy Day, managing director, Asia, Ambition, said: 'Every business has a sales function and many organisations are very actively looking for sales professionals.'

He said it was becoming harder to find suitable candidates who could match employers' criteria in track record, language skills and China experience.

'The pipeline of people going into sales is not as strong as it could be,' Mr Day said.

He said people still tended to view it as a second choice if they could not get into traditional careers such as banking, accountancy or law.

Mr Thompson said attracting and retaining talented people who could sell in a positive and consultative fashion was a challenge.

He added that what was already a tight labour market was made more so by job-hopping and companies poaching staff from competitors.

Keith Chau, principal consultant of the Hong Kong Sales Association, an organisation representing sales professionals, said: 'Many frontline workers are changing jobs.'

But Dr Chau said there was now a lot of scope for anyone interested in building a career in sales. He cited the health and beauty sector, which he regarded as a 'hot' industry. More people were needed to serve existing customers and expand the client base.

Whatever the emphasis of the role - selling a product, managing key accounts or acting more as a consultant - every sales position requires drive, dedication and a professional approach.

Mr Thompson said employers expected 'strong communication and interpersonal skills combined with a background in sales and marketing'.