When growth slows right down, the most common reflex is to go and hire a sales star. Someone with the contacts, the CV, and the “industry gravitas.”

But the results often disappoint.

Deals don’t move. Forecasts slip. The network doesn’t convert like you expected, and you’re left wondering where the magic went.

The Myth of the Black Book

Hiring for relationships alone is risky. Why?

Because good sales performance isn’t about who you know. It’s about what system you’re plugged into.

Even the best-connected salesperson will underperform in a business that lacks:

  • Clear ICP and messaging
  • A defined sales process
  • A working CRM
  • Regular coaching and review

You’re not buying a pipeline. You’re buying habits.

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Systems Beat Stars

The best sales teams don’t rely on individual heroes. They build a team of highly skilled and focussed people who have a system.

This means:

  • Repeatable discovery frameworks
  • Templates for proposals, case studies, and objection handling
  • Clear metrics and a regular feedback loop

It might not be sexy,  but it will scale your business. A solid system still performs even when the individuals in the team change.

Before You Hire, Ask This

If you’re about to make a senior sales hire, run this checklist:

  • Do we have a clear definition of our ideal customer?
  • Is our messaging consistent and value-led?
  • Do we have a repeatable process from lead to close?
  • Are we measuring conversion rates and deal velocity?
  • Can a new rep hit the ground running in week 1?

If not, you’re not ready for the hire.

Build the System First. Then Scale It.

You wouldn’t drop a world-class driver into a half-built car and expect a podium finish.

Yet that’s what many businesses do with salespeople.

Build the chassis. Tune the engine. Then invite the driver.

Take Action This Month

Audit your sales system – what’s working? What’s ad hoc?

Document a 90-day onboarding plan for any new hire

Need help building the foundation? Let’s talk.

Because stars don’t build systems. But systems create stellar performance.

Until next time,

Mark