How To Hire the Right Salespeople for Your Business

Updated: Oct 12, 2021


I am not sure how many times a month I hear a client or prospect tell me they hate salespeople. They say that they do not trust them, and they do not want to hire them. These statements are usually after a discussion on how you plan to get your sales increased and how as the business owner, you cannot be the only salesperson, marketing person, and the chief bottle washer in the firm. When investigating why they feel this way, there are usually similar answers to the questions asked.

How Do You Find and Hire the Sales Person?

In too many cases, I hear I found them on Kijiji or this person was the son of a friend of mine, and they used to sell something. Ask yourself if you think this is a good standard. A salesperson represents your business to your prospects and customers who are critical to the success of your business. Does it make sense that you would not hire someone with the necessary skills and experience to represent your business professionally?

Hiring a salesperson is similar to how you should hire all personnel, but with a little extra due diligence. You first need to develop a job description that includes the requirements and expectations for the position, the qualifications for the job, and the soft skills that you believe are necessary to fit into your business. If you do not understand what this should require, get help in developing a professional sales job description.

Do not list the job on Kijiji or hire the son of a friend who sold something once. Sales is a profession just as marketing and finance. You cannot make just anyone into a salesperson. Use professional job boards such as LinkedIn or hire a recruitment firm that specializes in hiring sales personnel.

In many cases, some personnel firms specialize in particular industries. Because someone was a top tier salesperson selling cars does not mean that that individual will be successful in selling technical equipment. Sales is not sales – it is industry-specific, and the sales process and sales cycle are most likely completely different.

It is also essential to understand that the skills differ for direct salespeople and those that sell through channels. If you are hiring a direct salesperson to run your channels, you may find your salesperson is trying to sell for your channels instead of helping them to sell. If you hire a channel sales rep who is more relationship-focused on making direct sales, this could be a skills mismatch. Understand the type of salesperson and the skills you need to perform the job.

Once you decide to interview candidates, make sure that you have an understanding of the ty