4 Mistakes Companies Make When Hiring Sales People

We regularly see the 4 mistakes companies make when hiring salespeople while providing sales training to clients. Hiring the right salespeople is all about understanding what selling is really about. While industry knowledge is helpful, no amount of expertise can compensate for weak selling and people skills.

1. They believe a salesperson must have industry knowledge

Think about your customer base—what are they really buying? People buy value and experiences, not just industry expertise. Many buyers have already done their research and are looking for solutions, not technical details. Sales is about building relationships and guiding the buyer towards the right decision.  Top salespeople focus on customer needs rather than product specifications.

2. They believe high performers in a previous job will deliver immediate results

Even top salespeople need time to adjust to a new company’s processes, market, and customers. Expecting immediate success without proper training or guidance can set them up for failure. A structured onboarding process, including coaching and industry-specific training, can help new hires succeed. Research shows that companies with structured onboarding programs see higher sales performance and retention rates.

3. They believe product experts make great salespeople

Product knowledge alone doesn’t translate to sales success. While product experts can provide technical details, they often struggle to communicate value in a compelling way. Buyers want to know how a product improves their business or life, not just its features. Focusing on customer value rather than features is key to successful selling.

4. They believe great salespeople make great sales managers

Managing a sales team requires different skills than selling. While top salespeople excel at closing deals, leadership demands coaching, communication, and team motivation. Just like star athletes don’t always make great coaches, not all sales stars are suited for management. Investing in leadership training ensures new managers can effectively support their team.

So what should you look for when hiring salespeople?

To avoid these hiring mistakes, look for candidates who think strategically, build strong relationships, and balance big-picture thinking with execution. Assess their people skills, strategic mindset, and ability to create value. A great personality alone doesn’t make a great salesperson—business acumen and adaptability do.

If you want to improve your hiring process or develop your sales team, explore our sales training programs. Also, check out our guide to consultative selling for more on building high-performing sales teams.

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