4 Painfully Frequent Mistakes Startups Make When Hiring Salespeople
These days, with just about everything in the workplace being quantified, hiring a salesperson can be more of a scientific endeavor than anything else. That said, just because ours is an industry with more numbers on file than Wall Street doesn’t mean mistakes aren’t made.
Regardless of the size of your business, sometimes, the salesperson you hired doesn’t work out. However, if you’re in the startup world, the effects of making the wrong hire are greater than you’d care to know or want to deal with.
But why?
Well, more than likely, your sales recruiting process and the attempt to hire and retain those top performers you’ve been clamoring to get your hands on to grow the mess out of your business may be a bit disjointed. Does this sound familiar? You have some tools up your sleeve, but a handful of people who may or may not have an emphasis on recruiting or onboarding are trying to cram all of this in with competing priorities.
You may not be working with much else or have the bandwidth.
Oh! And those numbers I previously mentioned? Good luck. You’re going to need it.
It’s not all doom and gloom—below, you’ll find a list of four painfully frequent mistakes startups make when hiring salespeople. Put this post somewhere safe—if you’re looking to recruit game-changing salespeople, you’ll want to reference it frequently:
1) Searching Exclusively for ‘Big-Name’ Sales Talent
Just so we’re on the same page, I’m using the term “big-name” lightly here.
Every niche comes with its own set of sales superstars. The deeper you delve, the better acquainted you’ll become with those making it seriously rain for their employers out in your industry’s sales trenches.
If you can hire one of these elite sales performers, do it without hesitation and avoid an arduous interview process.
I’m serious—having previously proven themselves in your startup’s industry, they’re substantially more likely to do the same for you and your team. If you’re having trouble getting them to talk to you (a common obstacle), that’s where I come in, and I am more than happy to help (shameless plug). It’s one thing to know who they are, and a completely other ball of wax to get them to be interested in you, your mission, and taking the plunge to be part of it…
However, not any sales all-star will do.
Just because a salesperson has quickly made a name for themselves in one industry doesn’t mean they’ll do the same in yours. Michael Phelps is a record-breaking Olympian, but that doesn’t mean his athleticism will translate to the NHL.
The general concept is the same.
2) Focusing On Larger Companies for Sales Brilliance
There’s this idea out there that if a salesperson saw great success at a larger, more established company, they’ll find similar success at the startup level, too. Take it from someone who’s seen this scenario play out multiple times—it doesn’t always work.
And it makes sense—most startups don’t come equipped with a support staff. Sales research, enablement, operations, prospecting, and the like? Yup, you guessed it—that’s most likely an everyday task for your new addition to the sales team.
So, though the talent might very much be there, the difference in environment might be too much of a transition if you’re hoping to find someone who will make the impact you’re looking for while sticking around for the long haul.
3) Overlooking Sales Training/Ongoing Education
As a startup, though the resources from which you so desperately stand to benefit will one day be in place, at the present moment, they’re not—adequate sales training and ongoing education is likely one of them. Keep this in mind while interviewing incoming sales prospects.
No, an impressive sales history isn’t necessarily a sure-fire indication of success.
Still, suppose your current idea of sales training involves little more than inundating new employees with product points and playbooks. In that case, you might want to consider speaking exclusively with those who’ve at least proven themselves to a certain degree in the past.
Things won’t always be this way, but it’s your best bet for now.
4) Kicking Company Culture to the Curb
If ever I had a calling card as a startup sales recruiter, this is how it would read: “Culture Matters.” Simply put, ignoring the importance of culture fit when on the lookout for top-notch sales talent is a recipe for disaster.
For example, does an applicant’s background lead you to believe they’d be comfortable in more of a buttoned-up, custom-fit suit kind of setting?
If so, your t-shirt and jeans startup might make them feel uncomfortable.
There’s a reason companies with happy employees outperform industry-specific competitors by 20 percent—largely, they’re comfortable with the culture of where they’re working.
Startups are unique; make sure the fit is spot-on.
PS, culture is way more than a stocked fridge, happy hours, and perks. Anyone and everyone can do that, but they often say the same thing, which doesn’t make the impact you’re hoping to achieve. To make your culture stand out, emphasize the work, opportunity, the ‘whys,’ and the ‘hows’ to ensure alignment.
Conclusion
Odds are high that, in one way or another, you’ve participated in the hiring process of at least one employee at a startup or small business.
Either way, I want to hear about it.
Did everything go according to plan? If not, what obstacles did you run into? If you could go back, what would you do differently? It’s all about the lessons learned, and I want to learn from you.
