BY C. Lee Smith
Hiring sales reps has never been easy—and it’s only getting harder. Fewer professionals are pursuing careers in sales, and many applicants lack the skills needed to succeed in today’s complex, consultative selling environment.
Fortunately, modern tools and assessments can help hiring managers reduce risk and build stronger sales teams.
Why Don’t People Want to Go into Sales
Sales is often misunderstood. In fact, in the State of Credibility in America survey, only 24% of U.S. adults said they consider salespeople to be credible. That reputation—along with outdated portrayals in TV and film—has driven many away from the profession.
High Quotas and Constant Pressure
The numbers tell a challenging story. In recent years, nearly 84% of sales reps failed to meet their quotas. Add in variable compensation and high-pressure environments, and it’s easy to see why sales jobs are tough to fill. Many workers prefer stability, predictability and less stress. They also want to feel that they are succeeding at work.
Demanding Managers and Rejection
Online chats and social sites are filled with stories about demanding sales managers. More than one sales professional has missed an important personal engagement because of work. Prospective sales professionals also want to feel that they are succeeding at work. They're not eager to sign up for a job that involves a high rate of rejection.
How Sales Careers are Changing
The modern sales role looks very different from what it did just a decade ago. Thanks to online research, buyers are now well-informed before they speak to a salesperson. That means today’s reps need strong relationship-building skills to guide buyers through a complex, often months-long sales process.
In B2B sales especially, reps must act as consultants—educating prospects and offering tailored solutions. When hiring sales reps, managers should reflect this reality by writing detailed, transparent job descriptions that describe the consultative nature of the role.
Why Sales-Specific Assessments Matter
One of the biggest problems in hiring sales reps is the lack of formal sales education. Few universities offer strong training in sales, and resumes often lack direct evidence of relevant skills. Interviews help, but candidates often exaggerate—and hiring managers are left guessing.
This is where sales-specific assessments, like the TeamTraitTM Sales Acumen Test, can make a big difference.
Hard Skills: What You Can Measure
Sales assessments evaluate hard skills that correlate with success. For example, hiring managers can learn whether a candidate:
- Has a natural mindset for discovery
- Excels at preparation and lead nurturing
- Can identify decision-makers in an organization
- Needs training in digital communication like email or CRM tools
By identifying strengths and gaps, managers can make more informed hiring and onboarding decisions. When they make an offer to a candidate, the compensation package can include training and professional development, factors that today’s workforce values.
Soft Skills: The X‑Factor in Sales
Even in the age of AI, buyers still respond best to human connection. That’s why soft skills are crucial for sales success.
Hiring managers need candidates who demonstrate:
- Empathy: Understanding customer pain points on a personal level
- Active listening: Personalizing conversations and solutions based on real needs
- Emotional intelligence: Managing rejection without losing motivation
Behavioral assessments can uncover these traits—giving hiring managers a better chance of identifying reps who will succeed long-term.
Don’t Overlook Internal Candidates
Many companies miss out on great sales talent by only looking externally. In reality, your next sales star might already be on the team.
Internal hires offer unique advantages:
- They already understand the company culture
- They know the product and your customers
- They have established internal relationships that speed up collaboration
A sales acumen assessment can help uncover this potential—and paired with training, internal candidates can transition successfully into sales roles.
Conclusion: Smarter Hiring, Better Sales Teams
Hiring sales reps is tough but with the right approach, it doesn’t have to be a gamble. To improve your hiring outcomes:
- Write realistic, compelling job descriptions
- Use sales-specific assessments to reduce bias and guesswork
- Evaluate both hard and soft skills
- Consider internal candidates who may already be primed for success
The right tools and mindset can transform your hiring process and your sales results.
