Work in a startup is often arduous and full of challenges, so it is essential to have a team whose values are aligned with the company's goals, ensuring the so-called "cultural fit" between employer and employees. This also applies to the sales area, which requires constant motivation to achieve the best results and meet targets.
A study by SHRM (Society for Human Resource Management) showed that cultural fit is one of the main reasons why people stay in their roles. Companies that hire based on cultural compatibility report up to a 50% reduction in employee turnover. Another study, conducted by Harvard University, indicated that employees who have a cultural fit with the company tend to be 17% more productive.
SecondMarilucia Silva Pertile, startup mentor and co-founder ofStart Growth, which supports visionary founders on their journey to the next level by combining expertise, capital, and experience, building a sales team aligned with the company's values is essential for the growth of any startup. "When professionals share the same goals and beliefs, it can prevent conflicts and ensure genuine commitment to the company's mission," he/she/they states.
But how to hire a sales team that, in addition to the necessary skills, also shares similar values and beliefs as the startup? According to Marilucia, the hiring interview itself is a good moment to check. "Firstly, it is important to ask questions that identify whether the candidate would do well working in a startup itself, since it is a very different environment from the formal market. For example, does the candidate handle rapid strategic changes and constant pressure well? Some do not," advises the executive.
Another point is to understand if the candidate has values similar to those of the business itself. "If we are talking about a startup focused on pet care, for example, it is natural that those on the team need to like pets; otherwise, there will be no motivation to delve into the benefits of the product or service it offers and try to sell it. The person may even come from a completely different field, but they need to buy into the idea, need to believe in the company's values," says Marilucia Pertile.
Another way to assess if a candidate for the sales area has a cultural fit with the startup is by conducting simulations. "It is possible to ask questions to find out how the person would handle certain situations, and naturally, ongoing training is necessary to reinforce the approach considered appropriate by the company," advises the co-founder of Start Growth.
For Marilucia Pertile, leaders also need to be attentive to the salesperson's behavior with the team and clients, keeping the door open for ongoing dialogues and feedback surveys. "It is necessary to have constant alignment in order to achieve good results," he concludes.
Check out the key skills and characteristics of a good salesperson:
- Have values and beliefs aligned with those of the startup
- Believe in the business and like what is being offered
- Know how to deal with difficulties and complex scenarios
- Know how to deal with sudden changes in strategy and pressures
- Be proactive and confident
- Be collaborative, because no one does anything alone in a startup
