Hiring the right frontline associates can make or break a business, so it is imperative you know what to look for. Here are a few key attributes qualified individuals should possess:

• Personality – A great personality is a must for a job that is all about dealing with people and being able to influence their buying decisions. 
• Positive Attitude – The team member you want on your frontline is the one who not only shows up for work with an outstanding attitude but can maintain it in the midst of trying circumstances.
• Confidence – Look for self-assured individuals with a strong, positive self-image.
• Sharp Image – Appearance has a huge impact on professional image. The success of any business encounter begins the second someone lays eyes on your frontline, often long before either party speaks.
• Communication Skills – Seek individuals who enjoy carrying on a conversation, who listen actively and who are concise when needed.
• Motivation – You need people who are hungry to make money and driven by a competitive spirit to be the best.
• Sales Background – While it is helpful, it is not a prerequisite. Sales skills can be taught to anyone who has aptitude, desire, sincerity and integrity.

Defining a theoretical frontline strategy for high profitability is not a difficult thing to do. Getting people to do it, and do it consistently, is.

In order to optimize sales and service performance, you must embrace three primary areas of actionable focus:

• Creating the Right Environment
• Ensuring the Right Personnel Fit
• Executing the Right Action

Changing behavior and sustaining high-performance sales levels cannot happen by training or effective coaching alone. A whole solution that is effective, efficient and systematically implemented over time is required.

Each of the three elements listed above – Environment, Fit and Action – are interdependent. They feed and build on each other as one element supports the success of the other. The Right Environment makes it easier to attract the Right Fit, which in turn makes it easier to produce the Right Action. Only by addressing all three components will your organization reach its full performance potential.

2010 is right around the corner, which means now is a great time to reflect on the success your business has experienced and the challenges you have faced throughout the year.

Ask yourself the following questions:

• Do you have a sound business plan and vision?
• Are your products and services appealing to consumers?
• What do you want to be remembered for?
• What are your customers saying about you?
• Are you capitalizing on all of your business opportunities?
• What image do you want your frontline sales team to project and are they succeeding at this?
• What were your biggest successes in 2009?
• What did you learn from the challenges you faced in 2009?
• Do you have clearly defined goals for 2010 and beyond?

If you believe in your vision and you really want to achieve it, the best time to step up and take a leadership role in making it happen is now. By evaluating your business in an objective fashion and identifying what your customers really want, and not what you think they want, great things will be within your reach!

Ziad Khoury, Founder and President, Frontline Performance Group