For many companies, the sales hiring process focuses on experience. Candidates are considered in the context of whether they have sold the right products or worked for certain companies. This approach is flawed because it limits the pool of eligible candidates and, in turn, the likelihood of finding reliable performers. Focusing on personality traits, behavioral characteristics, competencies, or what we call Sales DNA, yields far better results in sales hiring. Here is why hiring the right kind of Sales DNA works:
1. You look for what you NEED – 9 times out of 10 someone is successful in sales NOT because of their experience, but because of their personality and traits, such as ambition, drive, confidence, and optimism. If you focus on DNA, you will determine what it really takes someone to be successful in your unique sales environment and interview candidates who have these today and will do well in your company rather than those that did well in another time, in another company and within a sales environment that may be vastly different from yours.
2. You won’t fall prey to a “Sales Job” - Faking personality traits in an interview is much more difficult for most candidates than making up stories about where they have been and what they have done. You will get a more honest picture of who the candidate really is by focusing on Sales DNA.
3. You will pay less – When you look for people with a certain mix of Sales DNA rather than people who have worked within specific companies or sectors, you open up your hiring to a broader pool of candidates which puts you in a better negotiating position. You won’t have to pay a premium to get the person you need.
Hiring for Sales DNA takes a bit more commitment and structure in your hiring process, but it is worth it in terms of sales results!
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Elliot – great post.
Have worked with many amazing reps in B2B, I have to agree. Your attributes are all bang on. I have learned that listening skills and authentic empathy or optimism come into the dna mix as well.
Andy – thanks for dropping by. We find the specific set of traits varies by sales role, and I agree with you that listening, empathy and optimism are common across almost all roles.