Your step-by-step guide to hiring, developing, and leading a high-performing sales team—without the guesswork
So, you're ready to build a sales team. Whether you're the founder who’s been selling everything yourself, or a leader who’s inherited a pipeline that needs serious CPR—this next move is a big one.
Because building a sales team isn’t just about hiring a few reps and crossing your fingers.
It’s about laying the foundation for repeatable revenue.
And here’s the truth: most teams fail not because of who they hired, but because they didn’t have a system to support them.
This is your playbook to avoid that.
Step 1: Define What “Great” Actually Looks Like
Before you post a job listing or start sliding into LinkedIn DMs, get clear on this:
What kind of salespeople will thrive in your environment?
You’re not just hiring talent—you’re hiring for fit, attitude, and alignment with your sales process.
Here’s how to get specific:
What are the non-negotiable behaviors you expect? (e.g., daily prospecting, CRM updates, role-playing)
What kind of buyers are they selling to? (technical, executive, skeptical, price-sensitive?)
What metrics will success be measured by—and by when?
At Sandler, we teach clients to build a Sales Success Profile before hiring. Think of it as the cheat sheet that helps you hire for potential, not just experience.
Step 2: Don’t Wing the Hiring Process
Salespeople are professional interviewers. They know how to win people over.
If you don’t have a structured hiring process, you’re likely hiring charisma—not capability.
Build a process that includes:
Structured interviews (yes/no criteria—not gut feeling)
A mock sales call or role-play to see how they handle objections
Behavioral assessments to identify attitude, coachability, and grit
Scorecards to remove subjectivity
Hiring the wrong salesperson is expensive. Hiring the right one without a system to support them is worse.
Step 3: Onboard Like Revenue Depends on It (Because It Does)
Your new hire’s first 90 days will define the next 12 months.
The biggest mistake? Handing them a laptop, a Zoom link, and saying, “Go hit your number.”
Instead:
Train them on your sales process (not just your product)
Set weekly milestones and KPIs (calls, meetings, behaviors)
Use shadowing and role-play—not just slide decks and documents
Start coaching from day 1 (yes, even the “experienced” reps)
This isn’t just onboarding—it’s sales enablement. It sets the tone that performance here is intentional, not optional.
Step 4: Implement a Sales Process That’s Repeatable (Not Just Intuitive)
If your top rep can’t explain what they’re doing in a way others can replicate, you don’t have a sales process—you have a unicorn.
Create a documented process that includes:
Prospecting structure (cookbooks, time blocks, messaging templates)
Qualification framework (like Sandler’s PAIN/Investment/Decision)
Deal stages with clear exit criteria
Objection-handling playbook
Up-front contracts and follow-up protocols
When your team runs the same playbook, you can coach to the process, not just the person. That’s how you scale.
Step 5: Coach. Don’t Manage.
Managing reps is about checking the dashboard.
Coaching reps is about moving the needle.
Build a cadence that includes:
Weekly 1:1s focused on behavior, attitude, and technique
Regular role-play and objection practice
Pipeline reviews that ask why, not just what’s next
Ongoing feedback on how they’re executing—not just if they’re hitting the number
Salespeople don’t just need accountability—they need someone who makes them better.
Final Thought: Your Sales Team Is a Direct Reflection of Your System
If you’re hiring great people but still missing targets, it’s not the people—it’s the process.
When you define what “great” looks like, follow a structured hiring system, invest in onboarding, and coach to a repeatable sales framework… that’s when your team becomes a revenue engine—not a revolving door.
Need help building a team that actually sells?
Join one of our Precision Hiring Sprints and learn how to attract, assess, and onboard the right sales talent—faster and smarter.
.0000000000000.png)
