Hiring Your First Salesperson

In March 2018 Tyler Perry sat down with my daughter, Trier Bryant, Twitter Global Head of Revenue (former), to chat about his new film, Acrimony. Trier asked Tyler what he hoped future students would learn about Tyler Perry a hundred years from now.  Tyler stressed, “Ownership is so important . . . Ownership is the key to long-term generational wealth… What we’ve never had as people of color.” Tyler shares that when he talks to young directors and artists in the entertainment business, he encourages them to look at all the shows and films he has done. Tyler continued, “…What a lot of people don’t know is I own every bit of it”. 

Congratulations on focusing on ownership. Whether you are an entrepreneur or just beginning to think about stepping out, hiring your first sales professionals will be a critical success factor. Because as the age-old adage goes, “Nothing happens until something is sold.” 

Think “BEST SAGE” when adding your first sellers to your team. 

Think B.E.S.T. incentive when planning a sales compensation plan.

B – Budget:  What’s your sales budget? Will sellers get a percentage of each item sold or a fixed dollar amount? A percentage of the profit or the total amount your customer is spending? 

E – Earnings: What combination of incentives will your sales team earn: base salary, commission, bonus, or equity?

S – Sales cycle: A sales cycle is the step-by-step process of closing a deal. How long does it take to prospect, connect, research, present, and close your deals? This process can take between a week to six months to one year.

T – Time: Different roles require different time lines, which will mean various incentives. If you are the subject matter expert (SME) and the best closer, consider hiring one sales development rep (SDR) to prospect, connect, and qualify leads. If your team has other SMEs and a compelling value proposition/story that illustrates the value and purpose of your product or service, consider hiring account executives (AEs).  AEs will prospect, connect, research, present, and close. Hire two diverse sellers—culturally and experienced (seasoned vs. newbie) sellers will create synergy and momentum.

Hire a S.A.G.E. sales professional who has achieved mastery. Sages are known for wisdom and intelligence.

S – Self-aware: A seller who has a clear perception of his or her personality and can flex to “mirror and match” others’ communication style and personalities with ease; a seller who has interpersonal fortitude; self-awareness allows sellers to understand customers.

A – Assertive: Look for sellers who have the confidence to challenge clients with insight and value. Find a salesperson who can tailor a value story to a customer’s specific needs and objectives. 

G – Great communicator: Can your future seller connect with your clients and prospects? Do his or her emails generate responses? Is he or she articulate and a great listener? Can he or she tell engaging stories and make empowering presentations?

E – Empathetic: Can your salesperson make clients feel like they are the only one in the room? Is your salesperson able to connect emotionally with a client’s pain before proposing solutions?  

Stay focused on your vision of ownership and add wise, intelligent sellers to your team.

Here’s to selling Mastery. 

-Cherilynn

Head of Education and Growth, Sistas In Sales

Executive Coach/Managing Partner, CGI

Cherilynn Castleman, Executive Coach/Sales Trainer, has been a sales executive for 20+ years. With a natural talent for teaching and a drive to sell, Cherilynn uses her skills to coach and train other executives and sales professionals.