For many owner-managed businesses, hiring a salesperson feels like the next logical step. Growth has plateaued, referrals are steady, and bringing in someone to actively generate new business seems like the answer.
However, we regularly see clients recruit their first salesperson only for things not to work out as expected. The individual interviews well, creates a strong impression, and then doesn’t deliver.
In most cases, the problem isn’t just the person—it’s the lack of structure around the role.
If you want this hire to succeed, there are a few key areas to get right from the outset.
1.Set Activity-Based Targets (Not Just Sales)
One of the biggest mistakes is focusing purely on revenue too early.
In reality, sales results take time—so early targets should focus on activity, not just outcomes.
For example:
A simple example:
2.Build in a “Bedding-In” Period
Too many businesses expect results immediately, which leads to frustration.
A more realistic structure:
Be clear upfront what success looks like at 30, 60, and 90 days.
3.Define Your Sales Process Before You Hire
A salesperson cannot create a system from nothing.
You should be clear on:
4.Stay Involved (At Least Initially)
One of the biggest causes of failure is stepping back too early.
Instead:
5.Set a Realistic Budget and Timeframe
A sales hire is an investment, not an instant return.
Consider:
Ask yourself:
In many cases, you may need to fund this role for 6–12 months before seeing consistent return.
6.Review and Adjust Early
Don’t wait months to realise it’s not working.
Put in place:
If something isn’t working, adjust quickly.
Final Thought
A successful first sales hire can transform your business—but it rarely happens by accident.
The businesses that get this right treat sales as a process, stay involved, plan financially, and set realistic expectations.
If you’re considering a hire—or if one hasn’t worked out as planned—it’s worth reviewing the structure around the role. Small changes here can make a significant difference.
