Hiring the right salespeople isn't just another box to check—it's the backbone of your business growth. But you're not alone if you've ever felt frustrated by underperforming hires or a drawn-out hiring process.
WHY YOUR SALES HIRING PROCESS IS FAILING—AND HOW TO FIX IT
In a recent LinkedIn poll, I asked sales and business leaders: What's your number one hiring challenge? The overwhelming response? Finding the right talent.
And they're right to be concerned—because if you're fishing in the wrong talent pools, the rest of your hiring process becomes exponentially more complicated.
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Through my work with sales leaders, I've seen three common hiring mistakes that make attracting top talent nearly impossible. Here's what they are—and what to do instead.
MISTAKE #1: USING A GENERIC SALES PROFILE
Most companies use a vague, one-size-fits-all profile when hiring salespeople. They list qualities like "strong communicator" or "self-starter," but these generic traits don't tell whether someone will succeed in your sales environment.
Fix it: Define precisely what success looks like in your sales role.
- What kind of resistance will they face in the sales process?
- Who will they be selling to?
- Are you competing on price, quality, or service?
Sales isn't a one-size-fits-all profession; your job profile shouldn't be either.
MISTAKE #2: WRITING JOB DESCRIPTIONS THAT READ LIKE A TERMS & CONDITIONS PAGE
Most job ads are just long lists of bullet points—bland, forgettable, and completely interchangeable with any other company's posting.
Would a candidate even notice if you swapped out your company's name with another?
Fix it: Write your job ad like you're selling the role to a high performer.
- Keep it short (5-10 sentences).
- Focus on what they get, not just what you need.
- Use engaging language that makes the right candidates say, "That's me!"
Example:
❌ "We are a leading company in X industry with X years of experience."
✅ "If you thrive on closing deals and want to work with high-growth clients, this role is for you."
Watch the video for deeper insights
MISTAKE #3: ONLY POSTING ON JOB BOARDS
Many sales leaders rely solely on job boards like LinkedIn or Indeed to find talent. That's like casting a massive net into the ocean and hoping to catch the right fish.
Fix it: Get creative about where you find top performers.
- Go to industry events and network with high-potential candidates.
- Look outside traditional sales roles—some of the best salespeople aren't even looking for a job yet.
- Tap into referral networks from your top performers.
Example: A company I worked with a client who needed salespeople who understood the restaurant industry. Instead of relying on job boards, they recruited waitstaff with natural selling skills—which worked.
THE BOTTOM LINE: SALES HIRING ISN'T JUST ABOUT FINDING TALENT—IT'S ABOUT ATTRACTING THE RIGHT TALENT
Hiring great salespeople isn't about checking off a list of qualifications. It's about crafting a hiring process that makes top performers want to work for you.
- Ditch the generic profiles.
- Write job ads that sell the role.
- Expand where and how you find candidates.
And once you hire them? Make sure your onboarding process sets them up for success—because a bad start leads to high turnover.
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