Strategy: Before You Hire Your First Salesperson
Founders, owners, and leaders who need to hire a salesperson often skip a simple, but easy step in this strategic hire.
When this step is skipped, the likelihood of a salesperson not working well, or at all, is exceptionally high and the company costs in time and dollars are equally as high and risky.
A business owner friend shared this analogy when we were working on their sales organization and it highlights the paradigm of fixing systems after launching as opposed to before launching:
“It is like we are trying to make car repairs on the motor and suspension while the car is moving and we are driving in a race.”
But First, planning
If you are in this stage or considering a hire, first imagine yourself as the sales manager. Have you thought about how you will lead, manage, or coach this person? What sales absolutes are you going to share, teach, and lead by example with? I work with many companies from widely varied industries, and this is a common thread in building a sales team. Hiring before you are ready. But there is a simple solution; as the current salesperson, you have the unique ability to define how you sell and connect with clients. As the leader or owner, you also have the unique perspective on how the business will grow and thrive and what you hold as core values and unique differentiators in the market in addition to close connections with your customers who provide you with the market intelligence required to package your product or solution for the market. Now, all that is required is to document it.
Characteristics and identifying the right type of candidate
Sales leadership is not an inherent trait but rather the result of an accumulation of personal and professional development, shaped by both successes and failures. Individuals in sales leadership roles evolve through various situations, both positive and negative, that influence their transformation into leaders rather than mere salespeople. This evolution highlights that sales leaders are more than quota carriers; they are motivators who leverage their experiences to help their teams exceed their own expectations.
The role of sales leaders extends beyond motivating their teams; they are pivotal in crafting strategies that are connected to both goals and practical tactics. A common challenge within organizations, especially those aiming for rapid growth, is the creation of strategies that are disconnected from expectations. Sales leaders must navigate this by developing strategies that not only align with organizational goals but are also actionable, allowing for course corrections and training to ensure these strategies are effectively implemented.
What is in a goal? What is not.
A comprehensive sales strategy encompasses more than just a sales goal; it includes tactics, training, coaching, and development, all tailored to the team's needs. Sales leaders must possess a versatile set of tools to adapt to different personalities and situations, demonstrating their ability to distill revenue goals into specific strategies and tactics that resonate with individual team members. This approach connects directly to customer needs and challenges, enabling sales leaders to guide their teams in achieving individual and collective goals.
Moreover, sales leaders fulfill a dual role as both strategists and psychologists. They are tasked with understanding and motivating their teams, a skill that requires them to be deeply familiar with the numbers that drive their goals and activities. New sales leaders, in particular, should focus on the metrics that signal progress towards or deviations from their objectives. While building relationships is crucial, relying solely on them for sales success can lead to disappointment when expected outcomes do not materialize, underscoring the importance of a balanced approach that combines strategic insight with emotional intelligence.
Getting Started
This work is the foundational work to being ready to hire a salesperson. In the same way a restaurant would not take reservations without first hiring cooking staff and tables and chairs, as leaders and owners we need to map the process for management to scale the sales team up efficiently and effectively. That all starts with a plan and a system for leading the team. Like most strategy related discussion, this typically is not an idea that is conceived of, built, and rolled out in a day. Rather, building the components are a crucial step, revising them and reviewing their flow and connectivity are successive actions. If you only take away one thing from this post, take this: Investing in this step of the sales hiring process will save you countless weeks and months in the future trying to fix all of these things with people in roles continuing to sell and prospect for new business.
Need help getting started?
Overcoming difficult sales challenges and situations is something every business owner faces. Fractional leaders are a resource for driving incremental success. We know what to do, when, and help businesses add revenue and sales strength with the necessary components to achieve more in a shorter period of time.
If you, or someone in your network could benefit from a conversation about growth, scale, or a turnaround I would like to meet them for a free conversation about their business and goals.