Essential Strategies for Building an Effective Sales Team

Hiring a sales team stands apart from other hiring processes. It's more about identifying intrinsic traits and grit than merely reviewing resumes. While experience and impressive credentials have their place, the distinct qualities that drive success in sales often transcend conventional qualifications.

Sales success hinges on individual character and personality. Good salespeople may come from varied backgrounds, making the process of identifying these potentials somewhat akin to mining for diamonds. To effectively build your sales team, you must evaluate not only a candidate's professional track record but also their personal attributes and resilience. Here’s how you can recognize and recruit the sales talent that fits your business's unique needs.

Many traditional hiring practices fall short in the sales realm. To align your hiring strategy with the specific demands of sales roles, consider a more tailored approach. This article draws from over 30 years of practical hiring experience, offering insights into finding those rare gems that can turn into your top sales performers.

Recognizing Sales Potential in Candidates

Understanding a candidate’s potential goes beyond their previous successes. A salesperson might excel in one environment while faltering in another, so it’s crucial to assess their inherent qualities. The journey begins with examining resumes and job applications, progresses through insightful interviews, and culminates in a structured hiring checklist.

Analyzing Resumes and Applications

When evaluating resumes, what may initially look like red flags can sometimes signal prospective strengths. Conversely, seemingly impressive traits might point to challenges. Here are some key considerations when reviewing candidates’ employment histories:

1. Unstable Job History

A shaky work history might typically deter employers, but in sales, it can indicate resilience. Many sales professionals face misleading recruiting practices that lead them to job-hopping. It is common for entry-level salespeople to change jobs frequently in search of genuine opportunities. Look for a story of perseverance that suggests they were not merely fleeing, but striving for better professional engagement.

2. Income History and Expectations

While previous salaries can provide context, they are also strong indicators of a candidate's sales capabilities. A qualified salesperson will often share their earnings history and expectations candidly. Pay attention to how they break down their earnings to grasp the relationship between base salary and commission, as this transparency can reveal their comfort with discussing financial metrics—an essential trait for sales roles.

3. Skills and Attributes for Entry-Level Positions

For entry-level sales roles, candidates don’t necessarily need extensive experience. Instead, look for:

• A demonstrated aptitude for numbers
• Relevant educational background, whether formal or through courses
• Interpersonal skills developed via part-time jobs or activities
• Participation in competitive sports, showcasing teamwork and determination
• Evidence of goal achievement through awards or contests

4. General Resume Guidelines

As you sift through candidate applications, distinguish between good and unfavorable signals.

Good:

• Positive references from past employers
• Clear justification for job transitions
• Well-organized and neat presentation
• Focus on achievements over responsibilities
• No spelling or grammatical mistakes
• Customized resumes reflecting the specific role

Not So Good:

• Excessive use of "I" or "my"
• Negative comments about past roles
• Unexplained inconsistencies or gaps in employment
• Generic, impersonal resumes

Having shortlisted potential candidates, it's time to move into the interview phase, where assessing integrity and belief in your product becomes crucial.

Interviewing: Finding the Right Fit

When it comes to hiring salespeople, prioritizing honesty and integrity is fundamental. You'll want individuals who resonate with your company's mission and demonstrate authentic enthusiasm for your product.

1. Selling the Position

Begin the interview by promoting your company and product as if the candidate were a customer. Their reaction to your pitch can offer significant insights into their enthusiasm and alignment with your goals.

2. Verifying Belief in the Product

Engage candidates by asking how they perceive the product's value to customers. This conversation can illuminate whether they genuinely connect with what you offer or merely seek a paycheck.

3. Experience Overview

Request candidates to summarize their career paths, focusing on relevant experiences. Their responses can reveal patterns in their careers, identifying potential strengths and weaknesses.

4. Specific Job Qualifications

Ensure you assess their technical skills, whether it’s product knowledge or sales techniques required for the role. This background check can help verify their expertise.

5. Broader Personal Questions

Use the interview to gauge personalities with a mix of personal and work-related queries, such as their long-term career ambitions, their methods for setting and achieving sales goals, and their strategies for handling rejection.

6. The Key Decision

As you approach a decision, reflect on your sense of responsibility for the candidate's potential success. Would you feel comfortable being accountable if they were to struggle in their role? This perspective ensures that you hire only those candidates you are confident will thrive with your support.

Comprehensive Hiring Checklist

Resume and Application Evaluation

• Don't dismiss unstable job histories; investigate the context.
• Look for themes in past roles that align with sales.
• Request comprehensive salary histories and needs to assess candidness.
• Note detailed breakdowns of income, including commissions.

Entry-Level Candidate Qualities

• Mathematical aptitude
• Experience engaging with customers in any capacity
• Evidence of teamwork and competitive spirit
• Track record of achieving goals and awards

Key Resume Indicators

• Eagerness to work collaboratively
• Positive feedback from previous employers
• Document clarity and neatness

Be vigilant about unexplained job gaps, as they can indicate issues worth exploring.

Interview Considerations

• Begin by selling the role and company.
• Verify candidates' beliefs in the product.
• Request personal and professional background summaries.
• Evaluate their qualifications thoroughly.
• Fill the discussion with both personal and situational questions.
• Use ethical scenarios as practical assessments.

Final Decision-Making

Assume full responsibility for the new hire's success or failure. Hire only those salespeople whom you would gladly stake your income on. This mindset will greatly mitigate the risk of poor hiring decisions.

Successful sales hiring requires diligence and attention to both candidate qualifications and intrinsic traits. By implementing these strategies, you'll strengthen your sales team with individuals who have not only the potential but the drive to excel.

Happy hiring!

Sean McPheat
Managing Director
MTD Sales Training

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