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Every business leader wants one. How many put in the hard work to get one (and keep them)?

It's a common lament among business leaders - they can't find the perfect salesperson or sales leader to take their company to the next level. They want someone with extensive industry experience, a proven track record of success, top-notch closing skills, and the ability to build and lead a high-performing sales team. They want a sales unicorn.

These mythical sales superstars are few and far between. And the business leaders who do manage to find one often can't retain them. 

I consistently hear of business leaders leaning toward taking a hands-off approach, thinking that by hiring an experienced sales pro, they can just sit back and watch the revenue start pouring in. But sales success requires a major investment of time and resources from the top. Sales leadership is all about defining the sales strategy, developing the right processes, sales tools and collateral, building a sales-driven culture, coaching, training, and of course -- ringing the bell!  

Here are three things business leaders can do to more effectively find their perfect sales leaders:

1. Define the Ideal Sales Leader Profile. Too often, business leaders go into a sales leader search with a vague idea of what they're looking for. They know they want someone experienced and successful, but they haven't taken the time to clearly define the specific skills, experience, and competencies that are most critical for their organization.

This should include things like:

• Required industry experience and domain expertise

• Track record of success in growing sales at a similar stage/size company

• Specific leadership skills (team building, coaching, process management, etc.)

• Alignment with the company's culture and values

• Ability to strategically develop and execute the sales plan

Having a clear, well-defined profile will help leaders identify the right candidates and avoid getting sidetracked by flashy resumes that don't actually match their needs.

2. Look Beyond the Resume. When evaluating potential sales leader candidates, it's important for leaders to look beyond just the resume and focus on assessing true capabilities. This means using a combination of behavioral interviews, skills assessments, and reference checks to thoroughly vet each candidate.

Leaders should be looking for tangible evidence of the candidate's sales leadership skills in action - things like how they've built and motivated sales teams in the past, the processes and systems they've put in place, and the specific results they've delivered. Simply hearing about their experience isn't enough.

It's also critical to assess cultural fit. The right sales leader needs to be able to thrive in the company's unique environment and work effectively with the existing leadership team. Personality, communication style, and values alignment are key considerations.

3. Prioritize Coachability and Potential. In an ideal world, business leaders would be able to find a sales leader who checks every box and is 100% ready to step into the role. But the reality is, that kind of candidate is incredibly rare.

Instead, leaders should focus on finding someone who may not have 100% of the required experience, but who demonstrates strong potential and a willingness to learn and grow. The right mindset and coachability are often more important than a perfect resume.

Leaders should be willing to invest the time and resources to onboard, train, and develop a promising sales leader candidate. With the right support and guidance, they can often mold that person into an ideal fit for the role.

By taking a more strategic, evidence-based approach to the sales leader search, and being willing to develop the right candidate rather than seeking perfection, business leaders will be in a much better position to find the perfect fit for their organization.

Great sales leaders or salespeople don't just materialize out of thin air - they need to be methodically identified, developed, and supported. And that takes times and commitment from business leadership.

Contact us to find out how we can help.