Struggling to Retain Marketing Staff in Solar Industry – How Do You Keep Them Engaged?

Addressing High Attrition in Marketing Roles

I'm working in the manufacturing industry as an HR professional, and we often recruit marketing personnel. The issue we face is that they do not stay with us for a long period; our attrition ratio is high. I kindly request suggestions on how to retain marketing staff or how to recruit individuals with a consistent level of commitment. In my opinion, the main reason for this issue is the challenging nature of the product—it is difficult to promote easily (solar product).

I am eagerly awaiting responses from my seniors. Currently, we have an opening for a Marketing Manager in the Trichy location. Please feel free to refer any of your friends.

Regards,
Anitha

Clarifying the Role of Marketing Professionals

I would like to point out and clarify whether a marketing professional even needs to sell the product. The reason is that marketing and sales are different, but these days companies treat them as the same. If the person is solely engaged in promotional activities, then it should be ensured that they are provided with proper facilities for promoting the product.

Check if the sales department, channel partners, pre-sales team, etc., are all providing proper feedback and market information. If the salary of the salesperson is lower than that of the marketing personnel, it may lead to conflicts within the sales and marketing teams. The sales team may not respond adequately to the marketing efforts, as they might wish for the marketing person to be removed from the organization.

For a successful marketing team, the salary of the marketing professional should be lower than that of the salesperson. The sales team should rely on the marketing team, with some pre-sales activities such as lead generation assigned to the marketing personnel. Targets set for marketing should be communicated to the sales team through the marketing department. The sales team should have the right to question the marketing team regarding leads, sending mailers to channel partners, clients, etc., on behalf of the sales team.

Both teams should be interdependent. However, the marketing salary should not exceed that of sales since marketing tasks can usually be managed in-house, while sales require fieldwork.

I would appreciate receiving the complete job description of the requirements so that I can share it within my network. In the meantime, we can discuss the terms and conditions.

Regards,
Pulak Das
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Thank you very much for your reply. We are providing sufficient training to them. I would like to know what can be the minimum onboarding period for a marketing professional.

Current HR Challenges

We do not have separate departments for sales and marketing in this developing firm, and I am the first HR personnel here. Recently, I have recruited three marketing professionals, one for Chennai and the other two for ROT. I am concerned about their retention with us. I have put in my best effort in their recruitment. If they decide to leave, I feel guilty as if I haven't recruited any good candidates.

Please assist me with this matter.

Regards,
Anitha

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Importance of Timely Reimbursements and Employee Support

Good compensation is essential for a sales professional. If they find better opportunities elsewhere, they may leave. Therefore, it is crucial to ensure timely reimbursements; otherwise, conflicts may arise between the Accounts or HR department and the Sales department. Many of us overlook this issue and assume that paying salaries on time is enough.

Training and Relationship Building

Training is important for all employees, but it is vital to identify where a sales professional is encountering difficulties. Those to whom they report should maintain a friendly relationship; otherwise, they may never share their problems. Mixing personal and professional issues can hinder an employee's ability to manage tasks, leading to decreased productivity. When performance declines, management might consider the employee unsuitable for the job and terminate their employment.

Role of HR in Employee Retention

HR should act more as a friend to employees than just an office colleague. Encourage them to discuss their problems, offer counseling, and motivate them to ensure staff retention. Organize meetings or general discussions weekly or monthly (even for 2 hours) where all employees can sit together and exchange views. This helps them get to know each other better. If possible, involve management in these sessions occasionally.

Support and Knowledge for Sales Professionals

Sales professionals should receive proper support from their seniors and gain product knowledge. I will send you the details to your email address.