Case Study - Shakesheff web design Malcolm Shakesheff is at a crossroads in the development of his business. Three years ago, he left his job as a successful sales representative to develop his own company, Shakesheff Web Design, which has grown beyond his wildest expectations.

The company was an extension of what was initially Malcolm's hobby in terms of a practical skill he possessed in designing simple internet websites for friends and family. The company's success is principally down to Malcolm who has single-handedly performed the sales function whilst his wife, Penny, has managed the business.

Malcolm has received backing from the bank that means doubling the size of his business. In particular, Malcolm now needs to employ three new salespeople who will be based in London, Birmingham and Edinburgh respectively to provide countrywide coverage. Although he has always been successful in selling and indeed his new company's growth is down to his personal selling skills coupled with his knowledge of IT and web design, he has never before had to manage a sales force, and certainly not for his own company.

Within the next three months, however, Malcolm has to decide what sort of persons he needs and then recruit and select them. He must then train and manage them. Quite simply, despite his extensive experience as a salesperson, he is concerned about where to start. He recognizes the importance of getting this right, as the whole future of his company will depend on the qualities and management of his own salesforce.

QUESTION: Advise Malcolm regarding what you feel should be the key elements in recruiting, training and managing his new sales force.