How to Hire Salespeople Who Close – Featuring Dr. Christopher Croner

Hiring the right salesperson can transform a business. The wrong hire? That can cost time, money, and lost deals.

Sales is different from other roles. Many hiring managers focus on experience, industry knowledge, or a great interview, but these don’t always translate into real sales performance.

In this episode of the Measure Success Podcast, Carl J. Cox, CEO of 40 Strategy and 40 Accounting, talks to Dr. Christopher Croner, Sales Drive, who explains how to identify high-drive sales talent before hiring them. He introduces a science-backed approach to help companies build a sales team that consistently delivers results.

If you’re tired of hiring sales reps who can’t close, this episode will give you a proven strategy to hire salespeople who will drive real revenue.

The Cost of a Bad Sales Hire

Hiring the wrong salesperson doesn’t just waste time—it hurts business performance.

How a Bad Sales Hire Impacts Your Company:

• Lost revenue – Unqualified salespeople fail to close deal.
• Wasted training costs – Time and money spent on onboarding is lost.
• Damaged brand reputation – Poor sales reps drive away potential customers.
• Lower team morale – Weak salespeople bring down overall team performance.

Sales teams thrive or fail based on who gets hired. Dr. Croner shares a proven approach to hiring sales hunters who can prospect, sell, and close consistently.

The Three Key Traits of Top Sales Performers

Not all salespeople are created equal. Experience and skills are not the best predictors of success.

Dr. Croner, author of Never Hire a Bad Salesperson Again, has studied thousands of sales professionals and found that the best ones share three essential traits:

1. Need for Achievement

Top sales performers have an internal drive to succeed. They are:

• Self-motivated and always pushing for the next win.
• Goal-oriented and thrive on exceeding targets.
• Driven by results, not just a paycheck.

2. Competitiveness

Great salespeople love to win—and they hate to lose even more.

• Naturally competitive and thrive in high-pressure environments.
• View sales as a challenge and are determined to outperform others.
• Push through obstacles and objections instead of giving up.

3. Optimism

Resilience is crucial in sales. Top performers:

• Handle rejection well and don’t get discouraged.
• Bounce back quickly and stay focused on the next opportunity.
• Believe in their ability to succeed, no matter the challenge.

Dr. Croner explains why these three traits matter more than past experience or industry knowledge—and how hiring managers can test for them before making a hiring decision.

Why Traditional Hiring Methods Fail in Sales

Most companies rely on resumes, gut feelings, and standard interviews, but these don’t reveal a candidate’s true sales potential.

Common Sales Hiring Mistakes:

• Overvaluing industry experience – Experience doesn’t always mean ability.
• Hiring based on personality – A friendly candidate isn’t always a closer.
• Assuming a great interview = great sales skills – Talking well doesn’t mean selling well.

Many companies hire sales reps who sound good in interviews but struggle to deliver results in the field.

Dr. Croner reveals how companies can predict sales performance before hiring—avoiding costly mistakes.

How to Predict Sales Success Before Hiring

Dr. Croner shares a scientific approach to identifying high-drive salespeople before making an offer.

1. Use Sales-Specific Assessments

Traditional hiring tests don’t measure the traits that matter in sales.

💡 Solution: Use a sales-specific assessment to measure achievement drive, competitiveness, and resilience.

2. Conduct Behavioral Interviews

Instead of asking generic questions, dig deeper into past performance and mindset.

💡 Ask candidates:

• Tell me about a time you had to fight for a sale.
• How do you handle rejection in sales?
• What’s the most competitive sales environment you’ve worked in?

These questions reveal whether a candidate has the mindset to succeed.

3. Look for a Track Record of Persistence

A great salesperson has a history of persistence and results—even outside of sales.

💡 What to look for in a candidate’s past:

• Success in competitive environments (sports, sales, entrepreneurship).
• A history of overcoming obstacles and challenges.
• Consistent goal-setting and goal achievement.

The right sales hiring process ensures that you only hire candidates who will succeed long-term.

Sales Hunters vs. Sales Farmers: Who Should You Hire?

Not all sales roles are the same.

• Sales Hunters are driven to find new leads and close deals.
• Sales Farmers focus on relationship management and long-term client retention.

Dr. Croner explains how companies can identify whether they need hunters or farmers—and how to hire the right type of salesperson for their business model.

Final Thoughts: Stop Guessing and Start Hiring Sales Closers

If you’re struggling to hire salespeople who close, it’s time to use data-driven hiring strategies instead of gut instincts.

Dr. Croner’s advice:

• Focus on sales DNA, not just experience.
• Use scientific assessments to predict performance.
• Look for drive, competitiveness, and optimism in every hire.

🔊 Listen to the full episode now and start hiring the right salespeople.

Why This Matters for Your Business

Companies that use this sales hiring approach:

• Increase revenue with top-performing sales reps.
• Reduce turnover by hiring the right fit the first time.
• Build a stronger sales culture with high-drive performers.

Hiring great salespeople isn’t luck—it’s a science. Follow this framework and start building a team that drives real business growth.

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