The Problem: Why Hiring a Salesperson Too Soon Backfires
If you’re still the one closing deals, chasing leads, and managing proposals, you’re not alone. Many founders and directors find themselves stuck in the sales seat, not because they want to be, but because the business isn’t yet equipped to run without them.
But here’s the truth: hiring a salesperson before building the engine around them is a costly mistake. Without the right infrastructure, they’ll flounder. And you’ll end up right back where you started, only with less cash and more frustration.
The Roadmap: How to Build a Sales Engine
So let’s talk about how to build a sales engine that doesn’t rely on you.
Step 1: Build Your Lead Generation System
Start with a clear offer, a well-defined target customer, and a route to market that doesn’t depend on your personal network. Test your messaging, channels, and conversion paths until you find what works.
This is the foundation. Without it, no hire, no matter how talented, can succeed.
Step 2: Map Your Customer Journey
What happens from first touch to conversion? How does someone move from awareness to interest to decision?
I recommend literally mapping this out. Use post-its, whiteboards, or digital tools, whatever works. The goal is to visualise every step and identify gaps, friction points, and opportunities to automate.
Step 3: Set Up Your Tech Stack
If you’re still relying on spreadsheets and inboxes, it’s time to upgrade. You need a CRM and marketing automation system that integrates seamlessly.
Don’t expect a new hire to build this for you. Do it first. Iron out the kinks. Then bring someone in to run with it.
Step 4: Codify Your Sales Process
You can’t lead by osmosis. Document your sales process in detail, from email templates to proposal formats to follow-up sequences. This becomes your playbook.
It’s not just for your team, it’s for you. It creates consistency, clarity, and scalability.
Step 5: Delegate Before You Duplicate
Before handing over the entire sales function, ask: What parts of the process can I delegate now?
Sales admin support can be a game-changer, handling scheduling, follow-ups, proposals, and CRM updates. Free yourself from the grunt work so you can focus on high-value conversations only you can have.
When Is the Right Time to Hire?
Only when:
- You have a steady stream of qualified leads
- Your customer journey is mapped and optimised
- Your tech stack is humming
- Your playbook is ready
- Your calendar is maxed out with sales opportunities
…should you consider hiring someone to take over the sales role?
Otherwise, you risk burning cash and time, and ending up right back where you started.
Final Thought:- Build the Engine
You don’t need to be in every deal. But you do need to build a system that allows others to succeed without you.
Want the Full Breakdown?
I unpack all of this in my latest video: “How Do I Get Out of Director-Led Selling?”
Let’s build the engine, then step out of the driver’s seat.