Learn how to build your first sales team in a startup with this comprehensive guide. Discover the stages of hiring, qualities to look for in salespeople, and best practices from industry experts. Build a successful sales team that drives the growth of your startup.


Are you a startup founder looking to build your first sales team but unsure where to start? Building a successful sales team is crucial for the growth and success of your startup. In this article, we will explore the best practices and strategies for building your first sales team in a startup. We will delve into the different stages of hiring, the qualities to look for in salespeople, the challenges you may face, and valuable insights from industry experts. So, let’s dive in and discover how to build your first sales team in a startup!

The Importance of Sales in Startups

Before we delve into the process of building a sales team for your startup, let’s highlight the importance of sales in the context of startups. Sales play a crucial role in the growth and sustainability of any business, especially startups. Without sales, a startup cannot generate revenue, attract investors, or achieve its growth targets.

The Process of Building Your First Sales Team in a Startup

Building your first sales team in a startup involves several stages and considerations. Let’s explore each stage in detail:

Stage 1: Founder-Driven Sales

In the early stages of a startup, it is essential for the founder to take on the sales role themselves. This allows the founder to deeply understand the product, market, and customer pain points. By engaging in customer development and gathering insights, the founder can refine the product and sales process. Leveraging personal networks and asking for introductions from friends, acquaintances, and alumni can help in exploring and validating the product.

During this stage, the focus should be on exploring and validating the product rather than closing deals. The founder should aim to gain valuable market insights and customer feedback to continuously improve the offering. While the founder may not have prior sales experience, their passion and deep understanding of the product can create a strong foundation for the initial sales efforts.

Stage 2: Expanding the Sales Team

Once the founder achieves some level of success and generates initial sales and revenue, it is time to consider expanding the sales team. At this stage, it is recommended to hire two or three young and hungry sales representatives simultaneously. Hiring a small team encourages friendly competition, reduces dependence on individual performance, and provides more data for future sales recruiting.

The founder should remain deeply involved in managing, leading, and motivating the sales team. They should stay hands-on in customer interactions, sales pitches, and testing various sales strategies. The focus should be on making the sales process predictable and refining the sales approach.

During this stage, commission structures may not be necessary. Instead, the focus should be on creating a predictable sales process and establishing clear goals and expectations for the sales team.

Stage 3: Scaling the Sales Team

As the selling process matures and sales results become more predictable, the startup can contemplate further scaling the sales team. This stage involves hiring a junior sales leader, such as a sales manager or sales director. The sales leader will fine-tune the sales approaches, manage and train the sales team, and establish a sales hiring process.

It is important to hire a sales leader with experience in overseeing the growth of a small sales team and managing a team larger than the current one. The sales leader will play a crucial role in scaling the sales efforts and ensuring the team’s success.

Stage 4: Bringing in Senior Sales Leadership

Once the sales team expands to around 25 or more representatives, it becomes essential to bring on board a senior sales leader, such as a VP of Sales. This individual should have a proven track record of scaling sales efforts and leading a large sales team.

The responsibilities of a VP of Sales include working on sales strategy, expanding sales channels and partnerships, improving unit economics, and leading the sales team. Hiring a VP of Sales typically involves offering significant compensation and equity to attract top talent.

Key Considerations and Best Practices

Now that we have explored the different stages of building your first sales team, let’s discuss some key considerations and best practices:

Define the Ideal Candidate

Before starting the hiring process, it is crucial to define the ideal candidate profile for each sales role. Consider the characteristics, experiences, and achievements that align with success in the sales role. Categorize the candidate profile into raw characteristics (difficult to teach or learn) and professional characteristics (resume-based).

Explore Multiple Channels for Recruitment

To find the best sales talent, explore multiple channels for recruitment. This can include leveraging staffing agencies, referrals from employees and industry contacts, job boards, and direct recruiting. Casting a wide net will increase your chances of finding candidates with the desired skills and experiences.

Develop a Structured Hiring Process

Establish a structured hiring process specifically for sales roles. This may involve written screenings, phone screenings, mock presentations, in-person interviews, and cultural interviews. The process should be designed to assess the candidate’s qualifications, sales skills, problem-solving ability, cultural fit, and alignment with the candidate profile.

Involve the Sales Team in the Hiring Process

Including the existing sales team in the hiring process can ensure a good fit within the team dynamics. Their input and insights can be valuable in assessing the candidate’s compatibility with the team and ability to contribute to the sales organization.

Invest in Onboarding and Training

Once you hire sales representatives, invest in their onboarding and training. Develop a comprehensive onboarding program that provides them with the necessary information, resources, and tools to succeed. This may include product training, sales techniques, market insights, and CRM system training. Ongoing training and development opportunities should also be provided to foster continuous improvement and skill development.

Establish a Sales Compensation Plan

Develop a sales compensation plan that incentivizes the right activities and aligns with the sales process. Consider components such as base salary, commission, variable pay, quotas, and accelerators. Research industry standards for commission rates and structures to ensure your compensation plan is competitive.


Building your first sales team in a startup requires careful planning, consideration, and execution. From founder-driven sales to scaling the sales team, each stage presents unique challenges and opportunities. By following the best practices outlined in this article and leveraging the experiences and insights of industry experts, you can set your sales team up for success and drive the growth of your startup.

Remember, sales are the lifeblood of any startup, and building a strong sales team is essential for long-term success. So, take the time to define your ideal candidate profile, develop a structured hiring process, invest in onboarding and training, and establish a sales compensation plan that motivates and incentivizes your sales team. With these strategies in place, you’ll be well on your way to building a successful sales team that drives the growth of your startup.


[^1]: Close Blog. (2022). How to hire a salesperson for your startup: 4 stages of sales hiring. https://blog.close.com/sales-hiring-101-for-startups/
[^2]: Nutshell Blog. (2022). How to Build and Hire the Best Sales Team. https://www.nutshell.com/blog/how-to-hire-a-sales-team/
[^3]: Pilot Blog. (2022). How to Build Your Startup’s Sales Team: A Guide. https://pilot.com/blog/how-to-build-your-startups-sales-team-a-guide/
[^4]: Close CRM. (n.d.). Hiring Your First Salesperson. https://www.propellercrm.com/blog/hiring-your-first-salesperson
[^5]: Heavybit. (n.d.). The Founder’s Guide to First Sales Hires. https://www.heavybit.com/library/article/the-founders-guide-to-first-sales-hire/
[^6]: Forbes Business Development Council. (2022). Startup Guide: The Top 8 Sales Team Must-Haves In 2022. https://www.forbes.com/sites/forbesbusinessdevelopmentcouncil/2022/04/11/startup-guide-the-top-8-sales-team-must-haves-in-2022/
[^7]: HubSpot Startups. (n.d.). Effective Sales Strategy for Startups. https://www.hubspot.com/startups/resources/sales-strategies
[^8]: Comeet Blog. (n.d.). 10 Strategies, Tactics, + Considerations to Scale Your Startup Sales Team. https://www.comeet.com/resources/blog/strategies-tactics-considerations-to-scale-your-startup-sales-team

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