Insights — Sales & Commercial Recruitment — 3 min read
Why Can't I Recruit Good Salespeople? The Real Reasons and Fixes
If your sales recruitment feels like a cycle of ghosting, counteroffers, and bad hires, the problem is usually in the process. Here is how to diagnose and fix it.
In short
Employers struggle to recruit good salespeople because of slow hiring processes, poorly defined roles, or an 'Employer Value Proposition' that fails to appeal to high-performers. Sales talent is highly mobile; if your interview process takes weeks or your commission structure is unclear, the best candidates will move to competitors who act faster and offer more transparency.
It’s a common frustration for B2B business owners: you post a job, get hundreds of applicants, yet none of them seem to have the 'spark'. Or worse, you find a great candidate only for them to ghost you, accept a counteroffer, or leave after three months.
The reality is that 'good' salespeople are never unemployed. They are currently hitting targets elsewhere and being well-compensated for it. Attracting them requires more than a job advert; it requires a commercial diagnosis of your entire recruitment and onboarding engine.
Diagnosing the Sales Recruitment Gap
If your recruitment is failing, the symptoms usually point to a specific breakdown in your process. Use the table below to identify where your 'leak' is.
| Symptom | Likely Cause | The Fix |
|---|---|---|
| No one is applying | Weak Job Description or boring brand | Focus on the 'Why' and the earning potential, not just a list of tasks. |
| Applicants lack quality | Job boards only / Poor filtering | Move to active search/headhunting; use a specialist [Recruitment Partner](/recruitment-partner). |
| Candidates ghost you | Process is too slow | Reduce stages. If you like them, book the next interview before they leave the building. |
| Offers are rejected | Uncompetitive pay or no vision | Check market rates; sell the career path and the company's growth plan. |
| Hires leave in 6 months | Poor onboarding or role mismatch | Define clear 30/60/90 day goals and provide proper [Sales Growth](/sales-growth) support. |
Why high-performers aren't applying
High-performing salespeople don't spend their evenings browsing Indeed. They are 'passive' candidates. If your recruitment strategy relies solely on waiting for people to apply to an advert, you are limiting yourself to the bottom 10-20% of the market—those who are currently out of work or desperate to leave.
To get the 'good' ones, you have to go to them. This involves proactive search, LinkedIn networking, and a compelling 'pitch' for why your business is the right place for their next career move.
The speed of sales recruitment
Sales is a fast-paced discipline. A candidate who is good at selling your products is also good at selling themselves to other employers. If your internal process involves three weeks of silence between interviews, they will assume your business is bureaucratic and slow-moving.
Speed is a competitive advantage. The best sales hires are often made by companies that can move from first interview to offer in under 7 days.
Why sales hires fail (The Onboarding Gap)
Sometimes the recruitment isn't the problem—the environment is. A great salesperson will fail if they are dropped into a business with no leads, no CRM, and no clear sales process. This is especially common in founder-led businesses where the 'sales process' is currently all in the founder's head.
Before hiring, ensure you have the Digital Infrastructure and Sales Strategy to support a new starter. If you aren't sure how to lead a sales team, consider a Fractional Sales Director to build the framework before you hire the worker.
How to reduce 'Bad Sales Hires'
- Test for 'Will' not just 'Skill': You can teach your product, but you can't teach resilience and hunger.
- Be Transparent on Commission: If the 'OTE' is unachievable, they will leave as soon as they realize it.
- Involve the Team: Let them meet the people they will actually be working with to check cultural fit.
- Use a Specialist: A generalist recruiter won't know how to spot a salesperson who 'talks a good game' but lacks the numbers to back it up.
Conclusion
Recruiting good salespeople is a commercial challenge, not just an HR one. It requires a fast process, a proactive search for passive talent, and a business environment that is ready to support their success. If you are struggling to find the right talent, Evans can help via our Recruitment Partner service or a broader Commercial Diagnosis of your sales function.
Recruitment without the traditional agency fee shock.
Evans Recruitment Partner gives growing UK businesses ongoing permanent recruitment support for £399 + VAT per month, with a 5% success fee when Evans places a candidate. One active vacancy at a time, on a 12-month agreement.
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