Let’s say you’re looking to hire a salesperson. Most companies focus on finding people with technical skill who have lots of contacts they can potentially sell to.
But this is a mistake, and here’s why:
- Skills: Technical skills don’t help when the people you’re selling to (like customer executives) are strongly motivated by costs and ROI. They’re looking only at the bottom line.
- Contacts: Contacts are durable, to some extent, but relationships change when someone leaves a company. People may not readily buy from a previous connection in a new position—they may not even pick up the phone or respond to emails.
So what does matter? A person’s current or recent work environment, including company type/size and products sold. When you’re hiring, this should be an important selection factor, if not the most important.
You want someone who has succeeded in a role and context similar to the role and context you’re hiring for. This is particularly crucial for small, lesser-known companies with new and unproven products.
Why context matters
Many companies make the mistake of hiring salespeople from large, established competitors, hoping they will replicate their previous success.
But these salespeople are often accustomed to abundant resources, established brand recognition, and existing customer bases. Business is flowing to them almost automatically. These folks may not be prepared for the realities of building a customer base from scratch and often become demotivated when their efforts to generate new business don’t bear fruit.
On the other hand, a salesperson who has had to prospect hard for new business, been repeatedly rejected, and persevered to the point of success is a much better bet.
If you’re looking for a salesperson to generate new business for a novel product, prioritize candidates with a proven track record of doing precisely that. Their experience in similar contexts makes them more likely to replicate that success in your organization.
Key benefits of hiring for context
- Relevant experience: Salespeople with relevant experience understand the unique challenges your business faces. They are adept at navigating the complexities of introducing new products to the market and can leverage their past experiences to devise effective sales strategies.
- Resourcefulness: Candidates who have succeeded in similar environments are likely to be more resourceful and innovative. They know how to maximize limited resources and find creative solutions to problems because they’ve had to.
- Proven track record: Hiring someone with a proven track record in a similar context reduces the risk of a bad hire. Their demonstrated ability to perform under conditions similar to yours can significantly shorten ramp-up time and increase the likelihood of early success.
How to apply context to your hiring process
- Identify key challenges: Determine the primary challenges your new salesperson will face, whether it’s building a customer base from scratch, working with a limited budget, or selling a completely new product.
- Tailor your job description: Create a job description that clearly outlines the specific context and challenges of the role. Emphasize the need for experience in similar situations and be explicit about the type of background you are looking for.
- Evaluate candidates based on contextual fit: During the interview process, ask candidates to provide examples of past experiences that match the context of your sales environment. Look for detailed stories that demonstrate their ability to overcome similar challenges and achieve success.
The bottom line
A proven track record of success in a similar context isn’t the only thing that matters when you’re hiring a salesperson, but it’s close. You want someone who has successfully navigated the terrain of a business like yours and can hit the ground running.
By prioritizing context, you increase the likelihood of hiring a salesperson who will drive growth and help your business succeed. Plus, the right context often means the right fit, leading not only to better sales results, but happier employees and a lot less turnover.