Working at a startup is often hard and full of challenges, so it is essential to have a team whose values are aligned with the company’s goals, with a so-called cultural fit between the employer and employees. This is also valid for the sales area, which needs constant motivation to achieve the best results and meet goals.
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 by Harvard University found that employees who have cultural fit with the company tend to be 17% more productive.
According to Marilucia Silva Pertile, a startup mentor and co-founder of Start Growth, which supports visionary founders on the journey to the next level by combining expertise, capital, and experience, forming 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, this can avoid conflicts and ensure genuine commitment to the company’s mission,” she says.
But how to hire a sales team that not only has the necessary skills but also shares values and beliefs similar to those of the startup? According to Marilucia, the job interview itself is a good time to check. “Firstly, it is important to ask questions that identify if the candidate would work well in a startup environment, as it is very different from the formal market. For example, does the candidate handle rapid changes in strategy 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 who will be on the team need to like pets; otherwise, there will be no motivation to delve into the benefits of the product or service it and try to sell it. The person may come from a completely different area, but they need to buy into the idea, believe in the values of the business,” says Marilucia Pertile.
Another way to assess if a candidate for the sales area has cultural fit with the startup is by conducting simulations. “It is possible to ask questions to find out how the person would deal with certain situations, and naturally, constant training is necessary to reinforce the way of working that is considered appropriate by the company,” advises the co-founder of Start Growth.
Marilucia Pertile also believes that leaders need to pay attention to the behavior of the salesperson with the team and clients, keeping the door open for constant dialogues and feedback surveys. “There must be constant alignment for good results to be achieved,” she concludes.
Check out key skills and characteristics of a good salesperson:
- Having values and beliefs aligned with those of the startup
- Believe in the business and enjoy what is being offered
- Know how to deal with difficulties and complex scenarios
- Be able to deal with sudden changes in strategy and pressures
- Be proactive and confident
- Be collaborative, as no one does anything alone in a startup
