Sales recruitment is one of the most important factors when attempting to build a successful sales team. While hiring from competitors might seem like the obvious way to gain industry knowledge and experience, as well as access to that renowned ‘little black book’ it comes with substantial hidden risks. Especially if the candidate you hire lacks integrity and does not operate with a solution-focused selling style.
The Risks when Hiring from Direct Competitors in Sales Recruitment
When recruiting from a direct competitor, let’s be honest you’re not just hiring their skills, you’re also inheriting their habits and sales style. If that salesperson has a history of selling by badmouthing competition instead of highlighting real solutions to problems and benefits, it could do the opposite of hoped when they suddenly transition into your company.
Consider this scenario: Just last month, a potential hire was telling clients that your product was not as good as theirs, and then today, they’re claiming instead of being subpar it’s the best in the market. Would you respect that salesperson? Would it signal they are somebody that operates with Integrity?
Why both Integrity and Etiquette Matter in Sales Recruitment
A strong, consistent and successful sales team is built on both trust and professionalism. When recruiting in sales, it’s important to prioritise candidates who:
- Understand customer challenges/problems and provide tailored solutions.
- Sell based on benefits and outcomes of the product they can deliver, not negative comparisons with competitor brands.
- Build long-term trusted relationships rather than chasing quick wins with mistruths.
If you hire somebody who lacks etiquette, and sells by criticising competitors it can damage your brand reputation and be counter productive to your sales aspirations.
How to Identify the Right Salesperson
In sales recruitment, it’s best if you don’t focus solely on numbers and industry experience. Try to ask candidates:
- How do you handle competitor comparisons?
- Did you view your previous product as best in market?:
- YES – How will you sell our now?
- NO – So how did you position it?
- Can you give an example of how you have sold a product by proposing solutions to problems?
Their answers will reveal whether they try to sell with integrity and focus on solutions to customer problems, which are crucial traits for any successful sales team.
How to recruit a Trustworthy Sales Team
Your sales team will represent your brand. Each and every interaction whether successful or not, will shape how customers perceive your company. If you prioritise integrity, etiquette, and a solution-focused selling approach within your sales recruitment strategy, you can build a team that will not only drive revenue, but also (And equally as importantly) earn lasting customer trust.
Hiring from competitors ‘can’ be a smart sales recruitment strategy, but only when you choose candidates who sell with honesty and professionalism.
