Prepare the Soil

Do not hire a sales rep until well-documented customer responses are available.

As a company begins to sell its product or service, the sales “burden” usually falls on the entrepreneur or CEO.  There is only one true measure of a company’s potential success; it is obtaining revenue from paying customers.  Nothing else matters.  However, the entrepreneur or CEO of the new company may feel that they need to hire a sales rep to take over this activity so that they can concentrate on the seemingly unlimited other activities that are crying out for attention.  “Letting go” of sales during the early stages can be a huge mistake.