Insights — Sales & Commercial Recruitment — 3 min read
How to Write a Sales Job Description That Attracts the Right People
A generic job description attracts generic candidates. To find a top performer, you must define the role with commercial precision. This guide shows you how.
In short
To write a sales job description that attracts the right people, move away from generic traits and focus on commercial definitions. Include clear targets, territory boundaries, specific customer types, the typical sales cycle length, and a transparent package (base, OTE, and benefits). Use a structured format that explains the 'why' of the business, the 'what' of the role, and the 'how' of the rewards, while avoiding industry jargon and discriminatory language.
Most sales job descriptions are a list of clichés: 'hungry self-starter', 'excellent communicator', 'target-driven'. The problem is that every candidate thinks they are these things, and every business says they want them. These descriptions do nothing to filter for the specific skills your business actually needs.
A high-performing salesperson is looking for more than just a list of adjectives. They want to know the mechanics of the role: what they will be selling, who they will be selling it to, what the targets are, and how the package is structured. Writing a precise job description is the first step in a successful recruitment process.
The Role-Definition Checklist
Before you start writing, ensure you can answer these five questions. If you cannot, your job description will be too vague to attract top talent.
- Targets: What is the realistic first-year revenue or margin target?
- Territory: Is it geographic (e.g., North West UK), sector-based (e.g., Manufacturing), or account-based?
- Customers: Are they selling to SMEs, Enterprise, or Public Sector? Which job titles will they engage with?
- Sales Cycle: Is this a 'one-call close' or a 12-month consultative engagement?
- Lead Flow: Who is responsible for finding the leads—the salesperson, the marketing team, or an agency?
What to Include in the Description
A structured job description should follow a logical flow that builds a case for why a high-performer should join your business.
- Company Context: What problem do you solve for your customers, and why are you growing?
- Primary Responsibilities: Focus on activities (e.g., 'Conducting 5 face-to-face meetings per week') rather than just feelings.
- The Ideal Background: Be specific about the type of selling environment they should have succeeded in previously.
- The Package: Be honest about the base salary and the Realistic OTE (On-Target Earnings). Top salespeople will ignore 'uncapped' claims if the base is too low.
- The Tools: What CRM, data sources, and marketing support will they have?
Illustrative Example: Business Development Manager (Industrial)
This example shows how a specialist B2B role should be framed for an industrial or manufacturing business.
What to Avoid
- Clichés: 'Dynamic', 'Passionate', 'Rockstar'. These mean nothing commercially.
- Vague Targets: 'Achieve significant growth' should be 'Grow territory revenue by 20%'.
- Over-selling: If the territory is cold, say so. High-performers respect honesty; they will leave if the reality doesn't match the pitch.
- Discriminatory Wording: Avoid terms like 'recent graduate', 'highly energetic', or 'mature' which can imply age discrimination. Focus on skills and experience instead.
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