Introduction
India’s plywood and laminates industry, valued at over ₹35,000 crore, is growing rapidly, driven by booming real estate, increasing infrastructure investments, and a rising focus on home and office interiors. But while the market is on an upward trajectory, companies are facing a major roadblock: retaining skilled sales and marketing talent.
Sales professionals are essential to this industry’s growth, yet their turnover is alarmingly high. Studies reveal that 48% of sales professionals switch jobs within 12–18 months, while 75% of new hires either underperform or exit within their first year. A staggering 68% of HR managers point to sales attrition as one of the biggest obstacles to business growth.
Why Retention is a Challenge in this Industry
The plywood and laminates sector presents some unique challenges that make talent retention more difficult:
- Price-led market competition increases pressure on field teams.
- Relationship-based sales cycles with dealers require strong trust and consistency.
- Many organizations lack structured career paths, leaving employees feeling stagnant.
- Limited investment in training and development reduces employee motivation.
The result? Burnout, disengagement, and ultimately, attrition.
5 Smart Strategies to Retain Your Sales and Marketing Talent
1. Provide a Clear Career Roadmap
Sales professionals are more likely to stay when they see a future with your company. Instead of focusing only on monthly targets, create structured career growth:
- Define a clear path: Sales Executive → Area Manager → Zonal Head.
- Conduct quarterly reviews with skill-building goals.
- Launch mentorship programs to support on-ground learning.
📊 Insight: Companies with structured growth paths see 28% less attrition.
2. Offer Holistic Incentives
Beyond salary, today’s workforce values meaningful benefits. These may include:
- Health insurance and wellness support
- Learning and certification opportunities
- Travel rewards and recognition programs
- Long-term benefits like ESOPs
📈 Insight: Teams with diverse incentives show 34% higher engagement.
3. Focus on Attitude, Not Just Experience
A perfect resume doesn’t always mean a perfect fit. At Employment Mantras, we prioritize:
- Attitude and adaptability over just product knowledge
- Cultural fit and communication style
- Regional language fluency for deeper market penetration
💡 Hire for attitude, train for skill—a strategy that helped reduce early attrition by 42% in our partner companies.
4. Invest in Practical Training
Empower your sales team with relevant, ongoing training:
- CRM software and data reporting tools
- Soft skills like negotiation and dealer relationship management
- Regional market insights and customer profiling
📊 Insight: Companies that invest in training enjoy 2.5x higher retention.
5. Foster a People-First Culture
A supportive work environment keeps employees motivated and reduces burnout. Build a culture that:
- Recognizes achievements regularly
- Promotes work-life balance and mental well-being
- Encourages internal promotions
- Uses automation to reduce admin work
📌 Happy employees build long-term dealer relationships and deliver consistent sales.
The Role of HR & Strategic Consultancy
Modern HR teams in this industry must move beyond basic hiring. Their focus should be on:
Area | Action Plan |
Onboarding | Structured 30–60–90 day success plans |
Engagement | Monthly check-ins and feedback mechanisms |
Feedback | One-on-ones, pulse surveys, and recognition |
Hiring | Partner with niche consultancies like us |
At Employment Mantras, we go beyond resumes.
We understand the nuances of hiring in the plywood and laminates domain:
- Regional preferences (North vs South markets)
- Language fluency (Hindi, Tamil, Marathi)
- Dealer vs Project sales profiles
- Fast-moving vs premium brand experience
What’s the Cost of Losing a Salesperson?
Many companies underestimate the actual cost of attrition:
Cost Component | Average Cost (₹) |
Hiring Replacement | ₹40,000 – ₹70,000 |
Training & Onboarding | ₹25,000 – ₹35,000 |
Dealer Relationship Loss | ₹80,000+ |
Monthly Revenue Loss | ₹1.5 – 2 lakh |
👉 One exit = ₹2.5–3 lakh loss, not including damage to your brand and customer trust.
Real Impact: Case Study
Companies that work with Employment Mantras have experienced:
30% drop in sales attrition in just 9 months
40% increase in team performance
Stronger dealer ties thanks to regional team consistency
Conclusion
The Indian plywood and laminates industry has enormous growth potential—but only if supported by committed and skilled sales professionals. Retention doesn’t demand large budgets; it requires:
- Clear growth paths
- Smart hiring strategies
- Skill-based training
- A people-first work culture
Need to Hire Smart & Retain Better?
Partner with Employment Mantras – India’s trusted job consultancy for the building materials industry.
From junior sales executives to regional heads – we help you build winning teams who stay and grow.
📩 Connect with us today:
🌐 www.employmentmantras.com
📞 Call: +91-70174 41955
📧 Email: info@employmentmantras.com