Good Salespeople Are Hard to Find - Why they're worth their weight in gold for a small business.
- Melanie Marshall
- May 26
- 4 min read
A great salesperson can transform a small business
Sales is often misunderstood, especially by those outside the profession. Many assume it’s simply about talking to people and persuading them to buy, but the reality is far more complex.
Small business owners, in particular, face unique challenges in hiring and retaining top sales talent. Unlike large corporations with extensive marketing budgets and teams, small businesses rely heavily on direct sales to drive revenue and sustain growth.
A great salesperson can transform a business, bringing in consistent revenue, fostering long-term customer relationships, and ensuring the business’s survival in competitive markets. However, finding someone who can consistently close deals, handle rejection, and meet high targets is no easy feat.
In this article, we’ll explore why good salespeople are so hard to find, the misconceptions surrounding sales as a career, and why investing in the right sales talent is crucial for small businesses.
The Misconception: Sales Is Easy
Many people believe that sales is a straightforward job—just talk to prospects and persuade them to buy. This assumption leads to businesses undervaluing the skill set required for successful selling.
The Reality: Sales Requires Mastery, Not Just Charisma
While charisma plays a role, successful sales professionals rely on a combination of psychology, strategy, and resilience to close deals consistently.
Key Skills of a High-Performing Salesperson
Understanding customer psychology – A great salesperson knows how to read a prospect’s needs, pain points, and motivations, tailoring their approach accordingly.
Building relationships – Sales isn’t just about closing deals; it’s about fostering trust and long-term connections that lead to repeat business.
Handling objections – Customers rarely say “yes” immediately. A skilled salesperson navigates concerns, provides solutions, and reassures prospects.
Strategic follow-ups – Persistence is key. Many deals are closed after multiple touchpoints, requiring patience and a well-structured follow-up strategy.
Sales Success: The Numbers Speak
Only 3% of buyers trust salespeople (HubSpot), meaning trust-building is crucial.
80% of sales require five follow-ups (Salesforce), yet 44% of salespeople give up after one follow-up, demonstrating that persistence pays.
On average, it takes eight touches to get a meeting with a prospect (InsideSales), highlighting the effort required to secure new business.
These statistics illustrate why sales is far from easy and why skilled professionals are invaluable.
The Challenge: Coping with Rejection and High Targets
Sales is one of the few professions where rejection is a daily occurrence. Unlike other roles where effort alone can guarantee success, sales professionals must constantly deal with prospects who say "no," ignore calls, or fail to respond.
Why Rejection Is a Major Barrier
Emotional resilience – Not everyone can handle repeated rejection without losing motivation. Many people take rejection personally, leading to burnout.
Pressure to meet quotas – Sales targets can be aggressive, requiring consistent performance under pressure.
Customer unpredictability – Even the best pitch can fail due to factors beyond the salesperson’s control—budget constraints, timing, or decision-maker hesitation.
High-stakes environment – In many businesses, a salesperson’s performance directly impacts their earnings, creating additional stress.
The Numbers Behind Sales Challenges
60% of salespeople say that selling is harder today than it was five years ago (LinkedIn Sales Report), due to increased competition and informed buyers.
Only 24% of sales emails are opened (HubSpot Sales Statistics), meaning initial outreach requires careful optimization.
The average turnover rate for sales professionals is 35% (Harvard Business Review), showing how many people struggle to maintain a long-term career in sales.
For small businesses, where every lead counts, hiring individuals who can handle rejection and persevere is crucial.
The Attraction: High Pay Without Understanding the Work
Sales roles often come with lucrative commission structures, attracting individuals who focus on the potential earnings rather than the effort required. Many enter the profession with unrealistic expectations, assuming that sales success is immediate and effortless.
Why Money Alone Doesn’t Make a Great Salesperson
Skill over luck – Closing deals consistently requires expertise, not just enthusiasm.
Continuous learning – Top salespeople refine their techniques and adapt to market changes.
Time investment – Sales success isn’t instant; it requires patience and persistence.
Grit and determination – A salesperson must be self-motivated and disciplined to achieve consistent results.
The Reality Behind Commission-Based Sales
While high performers can earn impressive salaries, success requires rigorous work. The Association of Professional Sales found that only 20% of salespeople consistently meet their targets, meaning most individuals struggle to maximize earnings.
"Sales is not about selling anymore, but about building trust and educating." — Siva Devaki
"The best salespeople are not the ones who push the hardest but the ones who listen the most." — Jill Konrath
Why Small Businesses Need Exceptional Sales Talent
For small businesses, hiring the right salesperson can be the difference between growth and stagnation. Without the massive budgets of large corporations, small businesses must rely on sales professionals to generate revenue through direct outreach, relationship-building, and lead nurturing.
How a Great Salesperson Benefits Small Businesses
Personalized customer interactions – Small businesses thrive on relationships, and a skilled salesperson enhances customer loyalty.
Efficient lead conversion – With limited resources, small businesses need salespeople who maximize every opportunity.
Brand representation – Salespeople are often the face of the business, shaping customer perceptions.
Finding and Retaining Top Sales Talent
Offer competitive compensation – While small businesses may not match corporate salaries, performance-based incentives can attract top talent.
Invest in training – Continuous development ensures salespeople stay sharp and motivated.
Create a supportive environment – Recognizing achievements and providing mentorship reduces turnover.
In conclusion
Good salespeople are rare, and when you find them, they are worth their weight in gold.
Small businesses, in particular, need to prioritise hiring individuals who understand the complexities of sales, can handle rejection, and are committed to long-term success.
By investing in the right talent, businesses can drive revenue, build lasting customer relationships, and secure their place in a competitive market.
Are you struggling to find top sales talent for your small business?
Have you considered the benefits of outsourcing all or part of your sales process to access sales expertise?
Book a discovery call with Bekah Marshall Consulting and find out more about our Sales & Cold Calling Services and how they deliver cost-effective, measurable results for businesses like yours.
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