The Secret to Effective Sales Recruiting

When you’re in the thick of the sales world, you quickly realize it’s not just about having the gift of the gab or knowing your product inside out. No, it’s about something deeper, something that really makes a standout sales pro tick. So, what’s the secret? In my experience, it’s the 12 C’s that every sales superstar embodies.

These aren’t your run-of-the-mill traits listed in a job description. They’re the core qualities that separate the wheat from the chaff, the movers and shakers from the just-getting-by-ers. Whether you’re a seasoned sales vet looking to boost your skills, are just getting started in sales or are looking to build an effective sales team, understanding these 12 C’s is like having a roadmap to success.

From the canvas of potential each person brings to the table, to the community vibe that keeps the team engine running smoothly, these traits are essential for success. So, let’s dive into each one and unpack why they’re the non-negotiables for anyone serious about hitting their sales goals and building relationships that last.

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12 C’s Methodology: 

While we all prefer to hire people already pre-wired with all the product &/or industry expertise, that can be a limiting strategy and hard to find/scale. 

Instead, I’ve learned over three decades that the best people in a sales organization, regardless of role, have the following 12 C’s:

1. Canvas

Think of the top guns in sales as a blank canvas. They’ve got the smarts and the savvy, sure, but what really sets them apart is that go-getter spirit, ready to create something from nothing. They’re the ones who don’t just wait for leads to come knocking; they’re out there building relationships and closing deals with a natural flair for business.

2. Character

Now, character is the real deal. It’s not just about making a sale; it’s about making it with integrity. The best folks in sales respect their clients, carry themselves with a quiet confidence, and stay grounded—because nobody likes a show-off.

3. Courage

Let’s talk about guts. The sales world isn’t for the timid. It’s for those who dare to chase the big accounts, who don’t shy away from tough conversations, and who can take a ‘no’ without flinching. That’s the courage that separates the leaders from the crowd.

4. Curiosity

Curiosity didn’t kill the cat in sales; it made it a top performer. The best are always digging deeper, asking the smart questions, and getting to the heart of what their clients really need. It’s about being a step ahead and always hungry to learn more.

5. Consultative

Gone are the days of pushy sales tactics. It’s all about being consultative now. The pros know it’s a two-way street where you listen, understand, and then offer a solution that fits like a glove. That’s how you win trust and, ultimately, the deal.

6. Competitive

A little competition never hurt anyone, right? The best professionals in sales thrive on it. They’re always looking to raise the bar, not just to outdo others, but to outdo themselves. It’s that drive that keeps them aiming higher.

7. Coachable

The best salespeople? They never stop learning. They’re always game for feedback and new ideas because they know there’s always room to grow. Being coachable is about keeping that ego in check and the mind open.

8. Confidence

Confidence is key, but it’s not about being cocky. It’s about knowing your stuff, believing in your approach, and having the poise to back it up. That kind of confidence is contagious—it’s what makes clients feel they’re in good hands.

9. Charisma

Charisma is that special advantage, the X-factor. It’s not just about being likeable; it’s about being memorable. It’s what makes a sales pro someone you want to talk to, not just have to talk to.

10. Compassion

You’ve got to have heart. The best salespeople get this. They’re the ones who can put themselves in their clients’ shoes, offering genuine empathy and understanding. That’s how relationships go from good to great.

11. Care

Care is all about the follow-through. It’s planning your work and working your plan. It’s dotting the i’s, crossing the t’s, and knowing that the devil’s in the details. That’s how the best ensure nothing slips through the cracks.

12. Community

And finally, community. Top sales teams are more like families. They look out for each other, lift each other up, and know that one person’s win is a win for the whole team. It’s that sense of togetherness that can really drive a sales team to greatness.

These 12 C’s aren’t just buzzwords; they’re what make a sales professional stand out, focussing on “who they are” instead of what they know (which can be taught). And when it comes to recruiting the best, these are the traits that sales recruiting and recruitment services should be scouting for—because this is what sets them apart.

If you’re on the hunt for sales professionals who don’t just meet the mark but soar way above it, you’re in the right place. Whether you’re building a team from scratch or looking to inject some new life into your sales force, reach out, and let’s talk about how you can bring these 12 C’s into your team.

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