Most sales advice is trash.
Everyone says, “Sales is a numbers game.” Cool. But what kind of numbers?
Everyone says, “Just build relationships.” Okay. But how?
Whether you are a startup founder handling your own demos, thinking of how to hire sales representatives, a sales rep chasing quota, or someone asking Google: “how to sell” … this is for you
Real sales are not just about good software or fancy cold outreach templates; it is about one thing:
Building belief in you, in your product, and in the outcome you are offering.
And if you do not know how to do that yet, that is why this exists:
1. Start with this truth: People buy emotionally, then justify it logically.
You are not selling to robots.
You are selling to a human being with doubts, stress, deadlines, and pressure to “not waste money again.”
So if your pitch is full of features and frameworks, but zero emotional connection, you have already lost.
Here is what that looks like in real life:
- Bad pitch:
“We automate your invoicing, integrate with 10+ payment processors, and give you financial reporting dashboards.”
- Pro pitch:
“Last month, a founder told me they missed payroll because a client delayed payment again.
We fixed that by automating their invoice reminders and making payments easier for their clients to complete.
That is what we do…”
Teach this to your team. And repeat it until it sticks.
2. If you want to sell better, stop thinking like a seller.
Start thinking like someone who has been burned before. Because chances are they have.
They have been promised speed, and got delays. They paid for quality and got bugs. They hired reps who overpromised and underdelivered.
So now, they are cautious. Not cold. Just… cautious.
Your job is not to “convince.”
Your job is to rebuild the belief that this time will be different.
Here is how:
- Show real-world proof (client examples, metrics, screenshots, etc…)
- Acknowledge their fear (e.g., “Totally fair if you have tried X before and it failed, want to walk me through what happened?”)
- Let them lead the discovery (“What would success look like for you this time around?”)
People buy from people who get them.
3. Learn the difference between rejection and uncertainty.
Most sales reps (and even founders) hear “Not now” and take it personally.
But smart sellers dig deeper.
Here is a framework top reps use:
When someone says, “Let me think about it,” reply:
“That is totally fair. But, out of curiosity, what would you need to see to move forward confidently?”
Or:
“Is it the timing, the pricing, or just not feeling like the right fit yet?”
Here is a line used by top closers at Stripe:
“That makes sense. Can I ask what would have to change for this to be a yes?”
You are not fighting objections. You are exploring them.
If the lead says,
“We are already working with someone.”
Your rep should say:
“I understand that because a lot of our clients were too, until they saw X. Would you mind if I share how we’re different?”
This shows confidence and curiosity, and not desperation.
These kinds of questions will get you the truth, if it is either budget objections, internal politics, decision insecurity, or something else.
Once you know, you can counter or walk away. But you are not stuck in limbo.
4. Build your follow-up like a conversation, not a campaign.
You have heard “follow up or die” before. But let us be honest: most follow-up emails are cringe.
- “Just checking in”
- “Hey, circling back”
- “Did you get my last email?”
These do not work because they do not add anything.
Try this instead:
Option 1: Add a fresh angle
“Since our last chat, I found this case study of a similar company we worked with.
They were also struggling to convert free users into paying ones. This might be useful.”
Option 2: Genuinely release pressure
“No pressure if this is not a priority anymore.
Just let me know so I can close the loop on my end.”
Sounds counterproductive, right? But it works.
Because pressure kills deals. And honesty reopens doors.
According to HubSpot, 44% of salespeople give up after just one follow-up, but 80% of sales happen after the 5th touch.
5. Your job is not to sell the product. It is to sell the outcome.
No one buys software. They buy peace of mind. No one hires a service. They buy the result they can brag about later.
Examples:
- People do not pay for CRM tools.
They pay for never forgetting a follow-up again.
- They do not buy a sales consultant.
They pay for hitting their Q3 target before the board meeting.
- They do not hire sales representatives.
They pay for not having to pitch every single lead themselves anymore.
If you do not know what real-world outcome your offer delivers, start there.
Ask your customers:
“What has changed since you started using us?”
‘Steal’ their words. Use them in your sales calls. That is what converts.
Quick Recap So Far
If you want to sell like a pro or hire sales representatives that drive results:
- Do not confuse activity with progress
- Qualify like your time depends on it (because it does)
- Pitch to pain, not just features
- Reframe objections with calm confidence
- Follow up like someone who believes in your offer
How to Hire Sales Representatives Who Can Actually Sell (Not Just Talk)
So far, we have talked about how to sell with empathy, strategy, and clarity.
But what if you are not the one selling anymore?
What if you are ready to hand that job to someone else?
This is where hiring comes in. You need sales representatives who can sell with confidence and context.
What Kind of Sales Rep Do You Really Need?
Not every sales role is the same.
- If you are selling a high-ticket service that requires trust and long conversations (e.g., agency work, audits, custom software), then you need consultative sales reps.
These are people who know how to sell without pressure, guide prospects through a decision, and follow up with substance..
- If your startup is selling a technical product (like SaaS, DevOps tools, APIs, payment infrastructure, or complex B2B platforms), you need technical sales reps who can:
- Explain features in plain English
- Handle developer questions without getting lost
- Work closely with product teams
- Map client needs to technical capabilities (without overselling)
You are not looking for an engineer in disguise, but someone who is comfortable selling in highly informed rooms.
- Now, if you are selling a non-technical offer (like design services, business consulting, HR solutions, or retail platforms), your sales reps need a different skill set. They must:
- Understand decision psychology
- Handle value-based objections (“Why should I pay you instead of a freelancer?”)
- Navigate longer trust cycles and competitive pricing
This is still skilled work. It just leans more on empathy, negotiation, and positioning than technical depth.
Core Skills to Look For (Beyond Talk)
Hiring for charisma alone will burn your pipeline.
If you want to hire sales representatives who actually perform, look for a combination of:
Hard/Technical Sales Skills
- Pipeline management
- CRM proficiency (HubSpot, Salesforce, etc.)
- Basic reporting and sales analytics
- Email sequence and cold outreach tools (e.g., Apollo, Instantly)
- Ability to sell over multiple channels (phone, DM, email, Meet)
Soft/Relational Sales Skills
- High emotional intelligence
- Active listening and objection handling
- Confidence in qualifying leads (not just talking to anyone)
- Adaptability across deal sizes and industries
- Professional persistence without being aggressive
This balance is what separates closers from chatters.
When Should You Actually Hire Sales Reps?
But do not hire just to “tick the sales box.”
Hire when you have at least one of the following:
- A clear ICP (ideal customer profile)
- A sales process that has already closed a few deals
- More leads than you can personally follow up with
- A need to scale up outreach without burning your time as a founder
You do not need everything to be perfect, but you do need the basic engine running.
Still unsure? A good test:
Would a new hire have a direction on what to sell, who to sell to, and where (likely) to find them?
If not, fix that first. Then hire.
What Does It Cost to Hire Sales Representatives in 2025?
Let us get practical.
In Nigeria and similar markets:
- Junior Sales Rep (0–3 year): ₦100k – ₦300k/month
- Mid-Level Rep (3–6 years): ₦300k – ₦600k/month
- Senior Rep (6+ years): ₦600k/month – ₦2.5M/month
Add commissions where needed. Especially if they are closing large or recurring deals.
Globally (remote, cross-border hires):
- Entry-Level: $500 – $1,500/month
- Mid-Level: $2,000 – $4,000/month
- Senior/Enterprise: $5,000 – $10,000+/month depending on location and scope
Factor in:
- Tools (CRM, email platforms)
- Training and onboarding
- Pipeline setup
- Commission plans, if relevant
Where to Find Sales Reps That Actually Fit
If you are serious about finding people who can sell to your kind of customer, skip the resume flood.
The best way to find sales reps in 2025 is not to cast a wide net, it is to work with someone who already understands your market.
At Betternship, we help startups like yours hire sales representatives who:
- Understand your audience
- Can sell services, platforms, and products
- Are ready to handle objections, not just repeat a pitch
- Know how to qualify and close with confidence
If you are ready to move beyond “just trying,” we are your easy path to positive results.
Hire your next sales rep here
Or
Book a quick call to explore your options.
Let us help you turn interest into revenue, with the right people in place.