Sales Playbook Step 8: The Job Description Mistake That’s Costing You Great Salespeople?

Let’s be honest—most sales job descriptions do more to repel talent than attract it. In an effort to avoid a flood of unqualified applicants, hiring managers often write job ads that try to filter out everyone but the “perfect” candidate. That approach might make sense for highly technical roles, but it rarely works when you’re hiring salespeople.

If you’ve been following this series, you already know that hiring and managing salespeople requires a different mindset. Sales professionals are a unique breed, and pretending otherwise won’t change that reality.

Salespeople Think Differently

Great salespeople are opportunity seekers. It’s how they succeed—by identifying

opportunities and converting them into revenue for the company and commission for

themselves. That same mindset applies when they’re evaluating job opportunities.

Top-performing salespeople understand their value. They see themselves as hired

guns, bringing real revenue-generating firepower to any organization. If they feel their

current role isn’t maximizing their potential, they’ll go find one that does.

Ironically, the very traits that make salespeople successful—drive, ambition,

persistence—are the same traits that cause friction with employers. I often ask business

leaders what they look for in a salesperson, and I hear the usual: a “closer,” someone

who’s driven, competitive, confident, curious, and results-oriented. And yet, when they

hire someone with those qualities, they’re surprised when that person isn’t content to sit

still or settle.

Business leaders then complain that salespeople are “never satisfied.” They want

long-term loyalty, team players, and gratitude for the opportunity. And while that’s

understandable, if you emphasize individual performance traits without clearly stating your organizational expectations, you’ll often end up frustrated and disappointed.

Why Most Sales Job Descriptions Fail

If you want to attract high-performing salespeople who are also a strong cultural fit,

The first step is to ditch the generic, requirements-heavy job description.

Here’s a real example I found online recently—can you spot the problem?

Sample Job Description:

● Identify and prospect new clients through various channels, including cold calling,

networking and referrals

● Present and demonstrate the company’s products or services

● Develop and maintain long-term client relationships

● Negotiate and close deals

● Understand market trends and competition

● Meet monthly, quarterly, and annual sales targets

● Prepare presentations and proposals

● Deliver excellent customer service

● Collaborate with marketing and customer service

● Use CRM software—Salesforce experience preferred

Requirements:

● College degree in a related field

● Minimum 25 years of age

● Relevant sales experience; industry experience a plus

What’s wrong with this? - It could be used for any sales role in any industry. It’s vague,

interchangeable, and uninspiring. It doesn’t speak to performance expectations,

company culture, growth opportunity, or what success actually looks like. This kind of

job ad won’t attract the kind of salesperson you want—and it might not attract anyone at

all.

The Right Way to Write Sales Job Descriptions

If you want to attract high-caliber sales talent, your job description needs to be:

● Clear – Define expectations and the role’s purpose

● Engaging – Inspire candidates with what’s possible

● Outcome-Oriented – Show them how success will be measured

● Mutually Valuable – Explain what they get in return

Top candidates aren’t just applying to jobs—they’re evaluating opportunities. Your job description should sell the opportunity as much as it defines the role.

What’s Next?

In my next post, I’ll share a sales job description model designed specifically to attract

top-tier salespeople—those who are both high performers and aligned with your

company culture.

Can’t wait?

Feel free to reach out directly. I’d be happy to help you refine your sales hiring process and create job descriptions that actually work.