Sales is the lifeblood of many businesses. Yet Sales is one of the hardest hires to make. Why? Consider that:

• Only 55% of sales hires meet their quota
• Only 37% do it consistently
• The 20% that are true rockstars, aren’t looking for a job
• And, the ones that won’t produce for you, are still very good at selling themselves leading to…
• An annual sales team turnover of over 40%

So how DO you recruit the best salespeople? This is a question my sales recruitment team wrestles with every day. It’s a question every organization ask. But, in my 20 years as a sales recruiter I’ve learned that the reality is there isn’t a magic formula or a step-by-step process you can follow to make the perfect hiring decision every time. The good news is that the best strategy for recruiting salespeople is not about reinventing the wheel. It’s about using a collection of proven strategies that work for you. 

So, the key to finding the best strategy lies within the steps and processes you’ve found to work best for your company. Not sure where to start? Our recruiters have you covered. Below you’ll receive lessons from veteran sales recruiters & top companies that recruit salespeople:

• The 5 questions you need to ask yourself to define your recruiting strategy
• The collection of the 7 best recruitment tactics to shape the best strategy for your sales organization

The 5 questions you need to ask yourself to define your recruiting strategy

Why should a sales professional want to work for your company? This is an important question to think about before you start the recruitment process. The answers to these questions can help you shape how you’ll frame the opportunity:

1. Why would a sales professional want to work for you rather than a competitor?
2. Why should someone leave a good job to work for your company?
3. What can you offer that is unique and appealing?
4. What opportunities are there for growth, either financially or career-wise, beyond what a sales professional already has?
5. Do you offer any unique perks or opportunities?

Considering these types of questions can help you think from the candidate’s perspective and then choose appropriate hiring strategies that will be appealing. 

What is the best strategy to recruit the best salespeople? 7 tactics to create a custom process that works

There’s a long list of “best” strategies to recruit in the sales industry. But you cant use one tactic or operate in a silo if you want the best results.

The best recruitment strategy is taking a multipronged approach and combining a series of tactics. It may take some trial and error to find the best combination for your organization. But over time, you’ll craft a customized sales recruitment strategy that works best for you. 

Here are the most rewarding actions our sales recruiters have seen work consistently over the year. Give these tactics a try:

1. Know Who You’re Looking For – Define Your Ideal Candidate

Start your recruiting strategy by determining the qualities and skills that make up the ideal salesperson for your company. Think about specific attributes, such as resilience, strong communication abilities, and an understanding of your industry. Identify the exact responsibilities the candidate will handle and consider what level of experience they should have. Clearly defining this will help narrow your search to candidates who are likely to succeed in your organization.

2. Build a Strong Employer Brand

Sell yourself by showcasing your culture. A strong employer brand can make your company more attractive to top talent. Promote your company’s culture, mission, and values on your website, social media, and job postings. Highlight any employee benefits, learning opportunities, and growth potential. Potential candidates are more likely to apply if they see your company as a great place to work and develop their careers. This often starts with how you approach writing your job descriptions. 

A well-crafted job description sets the tone for what candidates can expect. Describe the sales role in detail, including the products or services they’ll be selling, the sales process, and performance expectations. Highlight any unique aspects of your company, like growth opportunities or team culture, to attract the right talent. Avoid vague language—be clear about responsibilities, goals, and the characteristics of a successful hire.

3. Always be Recruiting

If you’re not in the game, you are already a step behind your competitors when a hiring need arises. Top organizations are always on the lookout for top sales candidates. This doesn’t mean keeping a job post up all the time. It means always having an eye out for talent and figuring out a way to get them into your company before they are snatched up by the competition. 

4. Have a Presence Where Top Sales Professionals Reside

If you really want to get a sense of what a top performer looks like, connect with them outside of the recruitment space. You need to have a presence in the spaces where top salespeople meet and connect. Be part of local business groups, attend networking events, and get active in online sales groups online. Meeting people here will give you a greater sense of who they are, what they are about and the actions they are taking to progress their careers. 

5. Leverage Multiple Recruitment Channels

Taking an omni-channel approach to recruiting is a must today. To reach a broad pool of potential candidates, use various recruitment channels. Post the job on popular job boards, attend career fairs, and use social media to increase visibility. Don’t limit your search to active job seekers—consider reaching out to passive candidates who may not be actively looking but could be interested in a new opportunity if approached with an appealing offer.

6. Recruit Passive Candidates

Passive candidates make up a significant part of the candidate pool. The reality is that most of the top talent are not actively looking for a job – because they already have one. But, this doesn’t mean they are not willing to consider a new opportunity. So, while you are networking and making connections, pay attention to the people who are not actively looking. Most are open to the idea of having a conversation with you. 

7. Build a Referral Program

A well-designed referral program can be a powerful recruitment tool. Encourage your current employees, customers, and partners to refer qualified candidates. Offer incentives to those who refer hires, as they can help bring in high-quality candidates who are a good fit with your company culture.

A Final Word About The Best Strategies To Recruit Sales Talent

Recruiting the best salespeople requires a thoughtful, multi-faceted approach tailored to your organization’s unique needs. While there’s no one-size-fits-all formula, leveraging proven strategies can set you up for success. By continuously refining your tactics, embracing innovation, and thinking from the candidate’s perspective, you can create a recruitment process that attracts top-tier talent. Remember, the key lies in consistency and a willingness to adapt as you learn what works best for your team. With the right strategy in place, finding and retaining exceptional sales professionals becomes not just achievable, but a sustainable advantage for your business.

An 8th Sales Recruiting Strategy 

Keep your focus on building your business and leave the sales recruiting to outside experts. Like us. Here’s why:

• SalesForce Search is one of North America’s leading recruitment firms specializing in sales
• For over 20 years we’ve recruited in every sector and for every sales position (we’ve even built entire sales teams)
• We have a vast network of sales rockstars in our network because we’re in the sales talent market every day
• We have a unique process that can see through a candidate’s sales pitch to double the number of A players you interview
• And reduce your time to hire by 65%

More lessons from veteran sales recruiters & top companies who recruit salespeople

10 Expert Tips to Improve Your Sales Recruiting Process

How Do You Recruit Sales Executives? 9 Lessons From 20 Years of Search

4 Things To Do When You Lose a Top Sales Employee

Feature Photo by Yan Krukau