Attracting Top Sales Talent in Unpredictable Job Markets
The 2024 job market is unpredictable. Some companies are moving too slowly, and others are offering lackluster compensation plans, believing layoffs have shifted the power in their favor. Others are throwing money at candidates without considering long-term retention.
The reality? Even with layoffs, high-performers have considerable options. Their compensation expectations reflect the value they bring to their employer, not just market conditions. To stay competitive, your recruiting process needs to evolve.
Navigating a Mixed Job Market
In today’s labor market, just like yesterday’s labor market, high-performers have the most options. This is because, by definition, companies will never be able to hire enough top performers.
As the business focus moves toward profitability, you can’t afford to settle for less.
And if you want to attract high performers, you’ll need more than a boilerplate job description and an average compensation plan. High-performing salespeople know what they can do to expand a company’s client base, and they are well-positioned to maximize any job move.
What they truly care about is joining a company with real growth potential, a solid leadership team, and the right support systems to ensure their success.
Neglect your recruiting strategy, and you’re not just losing out on top talent—you’re putting your company’s future growth at risk. The job market might not be red-hot, but the best candidates aren’t settling. And if your opportunity isn’t compelling, they’ll take their talents elsewhere.
Weak recruiting will diminish the best strategic growth plans. So how do you compete for top sales talent? These eight strategies will help you recruit the top sales talent you need to dominate your space and win new business.
#1 – Pace Impacts Your Recruiting
Taking too long to hire? That’s a surefire way to lose out on strong candidates. Top sales candidates aren’t waiting around for months. They may not be juggling multiple offers, but they are evaluating options carefully.
One of my clients learned this firsthand while building his sales team. We had a candidate lined up who checked every box, but the offer process dragged on too long.
By the time we moved, the candidate was gone. They didn’t have four offers—they just had one. And it was a good one, and we missed out.
Bottom line? 2-3 weeks should be your hiring window, not 2-3 months. Speed matters.
#2 – Don’t Expect One Salesperson to Handle It All
Tasking a salesperson with juggling sales, marketing, post-sales, and customer support is like trying to learn five languages at once. Sure, they might pick up a few phrases, but they’ll never truly master any of them.
Salespeople thrive when they focus on their craft—closing deals. If you spread them too thin, none of the jobs will get done well. And you’ll be left with wasted effort, as deals that could’ve closed get bogged down by too many distractions. Let your sales team specialize, and they’ll become fluent in what really matters: selling.
#3 – Loyalty Isn’t Automatic
High-performing salespeople have options, even in a neutral market. Signing on the dotted line doesn’t guarantee they’ll stick around. A sloppy or disengaged onboarding process can lose them before they even settle in.
It’s like bringing home a new plant. You can’t just bring it home, put it near the window, and expect it to thrive. Those first few weeks of watering, sunlight, and care are critical. Neglect it, and it’ll wither and die.
After sharing this analogy with a CEO, he said, “Sonja, I don’t want to water and care for a plant. I want it to take care of itself.” But that’s an artificial plant—fake. Real plants, like real people, need care and attention. Without it, your new hires will be looking for an exit before the quarter ends.
#4 – Address Your Glassdoor Problem, Don’t Ignore It
If your Glassdoor reviews are a mess, candidates will find out. Transparency is the name of the game in 2024. Top talent won’t ignore negative reviews, even if they like your compensation package.
Don’t leave those bad reviews hanging—address the issues head-on. For example, if reviews highlight high turnover, explain how you’re improving retention—whether through stronger leadership, career development programs, or a better work environment. Companies that actively engage with feedback signal to candidates that they’re serious about creating positive change.
#5 – Position Yourself Effectively
“We’ve got a great product, a great team, and a great company.” Sound familiar? High-performing salespeople won’t give “great x or great y” the time of day.
But what gets their attention is a disruptive solution, an experienced and successful executive team, and the opportunity to advance their sales career.
Salespeople want more than just a product they can sell. They need a leadership team they can trust, a compelling solution, and the infrastructure required to close deals—whether that’s pre-sales, product marketing, or client success.
If you’re depending on, “Once upon a time, there was a company who had great solutions, great products, and great people….” they’ll look elsewhere.
Give them a real reason to join: a chance to increase their earnings, work with a team that clears obstacles, and a product they’re confident will win in the market. That’s what attracts top sales talent.
#6 – Bring Your Competitive Edge
Top sales candidates are like football players evaluating which team to join. One team has a stellar quarterback and strong offensive line, the other doesn’t. Which team do you think they’ll choose? They want to be where they can win, and a solid team makes all the difference.
It’s the same with sales professionals. They’re not just looking at salary—they’re looking at the strength of the team they’ll be joining. If your sales training is unmatched, or your technical team makes closing deals easier, highlight that. They want to be on a winning team that’s set up for success. So show them why your company is the place where they’ll score big.
#7 – Money May Talk, But Relationships Win
Compensation plans get attention, but they don’t guarantee an accepted offer. High-performing salespeople are motivated by significant earning potential, but that’s not all they consider. They want to connect with leadership and see a clear path forward in the organization.
During the hiring process, go beyond the basics. Take the time to understand their long-term goals, what drives them, and how they envision their future at your company. Building that personal connection is what differentiates your offer from others.
Salespeople may come for the money, but they stay because they trust the leadership and believe in the company’s vision. The relationships you build during the hiring process are what turn a job offer into a long-term commitment.
#8 – The Trade-Offs of the “Perfect” Candidate Profile
No doubt, hiring candidates who fit the “perfect” profile—those who come from your industry or have similar backgrounds—will cut ramp time. They’re familiar with the product, the market, and the sales cycle. It’s the safer choice, and they’ll likely start producing quicker. But playing it safe isn’t always the best option.
Hiring is a bit of an art, and it’s about taking calculated risks. While “clones” from the same space may seem like the easiest path, they often lack the fresh perspectives needed to push into new markets or challenge your current approach.
Relying on these familiar profiles may get short-term results, but it can come at the expense of long-term growth, creativity, and market expansion.
Flexibility in hiring is crucial. Sometimes the best performers are those who don’t check all the traditional boxes on paper but bring something unique—whether it’s innovative thinking or insights into a market you haven’t fully explored.
Yes, there’s risk in taking on someone without the typical background, but that’s where real growth happens. The safest choices aren’t always the best ones.
Taking a risk on the right hire might mean a longer ramp-up, but it could also mean opening up opportunities you wouldn’t have seen with “same old, same old” reps.
Bottom Line: Adapt to Stay Competitive
The job market in 2024 may not be on fire, but that doesn’t mean you can take your time, fail to differentiate your company to candidates, or offer lackluster compensation plans.
High-performing sales professionals are aware of the value they bring to employers. It’s time to adapt your recruiting strategy to meet their expectations—or risk losing them to someone who will.
