Competition for top sales talent has never been fiercer. Candidates aren’t just weighing up job offers, they’re deciding whether a role aligns with their career ambitions, lifestyle, and personal values. With sales professionals typically moving on to a new role every 18 – 20 months, employers can’t simply pitch a position. To stand out, you need to create something that genuinely resonates.
Research shows that career progression, flexibility, and transparent compensation are among the top priorities for today’s workforce. Companies that get this right, gain an advantage when it comes to attracting and retaining high performers.
Here are five practical approaches that can make a real difference.
Be Passionate
Genuine enthusiasm is contagious. When you talk about your company’s mission, the problems you solve, or the wins your team delivers, that energy comes through. But passion extends beyond the business itself, it’s about your people too. Investing in development, celebrating success, and caring about your team’s growth creates the kind of environment ambitious salespeople want to join. This passion needs to feel authentic as candidates can sense when leadership genuinely cares about both the business and the people driving its success, and the combination is what draws top performers.
Be Decisive
Action speaks louder than enthusiasm. With 59% of employers feeling pressure to fill roles quickly, lengthy recruitment processes lose great talent. While you’re “still discussing internally,” that top performer is most likely having conversations elsewhere. Moving efficiently from application to interview to offer, demonstrates professionalism and gives candidates confidence in your organisation. A decisive approach also reflects the pace and culture of your business. If you can make hiring decisions quickly and confidently, candidates trust that you’ll support them with the same decisiveness when they need resources or guidance in the role.
Be Assured
Being specific matters. Clear role expectations, performance measures, and day-to-day responsibilities help candidates understand what they’re considering. Salary transparency has become standard. With earnings up 5.9% year on year, competitive packages need to be stated upfront. This transparency builds trust and keeps quality candidates engaged. Beyond compensation, being assured means confidently discussing career progression paths, training opportunities, and the support structure they’ll have. When you can articulate these details clearly, it shows you’ve thought seriously about how to set candidates up for success.
Be Knowledgeable
Understanding the modern sales landscape matters. Candidates want to work with employers who grasp the CRM systems, AI tools, data analytics, and digital processes that shape today’s sales environment. Demonstrating this knowledge shows you can support their success and helps them visualise their potential impact. But knowledge goes deeper than just tech enablement, it’s about understanding the challenges your salespeople face, the skills that drive performance in your market, and how the role fits into broader business objectives. When you can speak knowledgeably about these aspects, candidates see you as a leader who can guide their professional development.
Be Modest
Authenticity builds lasting relationships. Presenting both opportunities and challenges allows candidates to make informed decisions about fit. This honest approach creates the foundation for genuine, long-term commitment rather than short-lived enthusiasm. Being modest means acknowledging where your organisation has room to grow, being realistic about timelines for progression, and not overselling the immediate rewards. Experienced salespeople appreciate this honesty because they understand that sustainable business success comes from realistic expectations and genuine commitment from both sides.
We’re Here to Help
Attracting top sales talent requires more than compelling job descriptions. Success comes from combining genuine passion with decisive action, clear communication, industry knowledge, and authentic representation.
At BMS, we help organisations like yours implement these strategies to connect with exceptional sales talent. Our team understands what resonates with high-performing salespeople and how to position opportunities effectively. Get in touch today to start building the sales team that drives results.
