Every sales leader has experienced this: a candidate who impressed everyone during the interview process but fell flat once hired. They seemed sharp, confident, and prepared. But within weeks, warning signs emerged—missed targets, shallow pipelines, and disengaged behavior.
So what went wrong? And more importantly—how can you prevent it next time?
They Sold Themselves, Not the Product
Some candidates are simply great at interviews. They know how to build rapport, tell a compelling story, and win trust quickly. But that doesn't always translate into being able to sell a complex product to a skeptical buyer.
Interviews reward style over substance—especially if the process lacks job-specific testing or behavioral assessment.
Misaligned Expectations
Many reps underperform not because they lack skill—but because they didn't understand the job. Maybe the role required outbound prospecting and they expected inbound leads. Maybe the sales cycle was 6 months, not 6 weeks.
Clearer job previews and real-world scenario discussions help candidates self-select before the mismatch happens.
Onboarding Gaps
Even talented reps need time and guidance to succeed. If onboarding lacks structure, product context, or coaching, even high-potential hires can flounder. The first 90 days are critical to forming good habits and setting performance baselines.
- Is your onboarding longer than a week?
- Do reps shadow top performers?
- Are you setting expectations by week, not just quarter?
Culture Clash
A salesperson who thrives in an unstructured, entrepreneurial environment may struggle in a metrics-driven enterprise. And vice versa. Skills matter, but cultural fit matters just as much—especially in sales teams where collaboration and rhythm are everything.
Lack of Early Coaching
The assumption that "great reps don't need handholding" is flawed. Even top talent needs feedback in a new context. Regular check-ins, deal reviews, and live coaching in the first 30–60 days can make the difference between ramping up or burning out.
Final Thoughts
When a sales hire doesn't work out, it's easy to blame the individual. But most failures are actually process failures. The good news? They're fixable.
Align your process—from interview to onboarding—and you'll set every hire up for success.
