Peets argues the most crucial, untrainable skill for a startup sales rep is the demonstrated ability to generate pipeline and close net new accounts. He dismisses the common founder obsession with hiring from competitors, stating domain knowledge can be taught, but the grit to land new business cannot.
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According to Snowflake's former CRO, salespeople from Salesforce often make poor hires for growing companies because they don't know how to truly sell. Accustomed to massive inbound demand at a market leader, they function as 'order takers' and lack the skills for proactive, competitive selling.
Sales reps at market leaders often succeed due to brand strength and inbound leads, not individual skill. Instead, recruit talent who proved they could win at the #3 company in a tough market. They possess the grit and creativity needed for an early-stage startup without a playbook.
Prioritize hiring generalist "athletes"—people who are intelligent, driven, and coachable—over candidates with deep domain expertise. Core traits like Persistence, Heart, and Desire (a "PhD") cannot be taught, but a smart athlete can always learn the product.
In a collaborative sales environment, a candidate's ability to be a good teammate is more valuable than their contact list. A difficult personality with a great rolodex can harm team productivity, whereas a collaborative person can be supported in building their own network.
At the $1-10M ARR stage, avoid junior reps or VPs from large companies. The ideal first hire can "cosplay a founder"—they sell the vision, craft creative deals, and build trust without a playbook. Consider former founders or deep product experts, even with no formal sales experience.
Sales experience on a resume can be a 'false positive.' When hiring SDRs, prioritize untrainable qualities like work ethic, mindset, and resilience over specific past roles. These character traits are a better predictor of long-term success than skills that can be taught.
A startup's initial salesperson should prioritize mirroring the founder's successful sales approach. Their job is to deconstruct the founder's "hook" through observation and trial-and-error, not to immediately implement formal sales processes, metrics, or a CRM. Success comes from successful knowledge transfer, not premature system building.
A sales leader's success is determined less by personal sales ability and more by their capacity to attract a core team of proven performers who trust them. Failing to ask a leadership candidate 'who are you going to bring?' is a major oversight that leads to slow ramps, high recruiting costs, and organizational inefficiency.
A founder's ability to sell is not proof of a scalable business. The real litmus test for repeatability is when a non-founder sales hire can close a deal from start to finish. This signals that the value proposition and process are teachable, which is the first true sign of a scalable go-to-market motion.
Peets identifies a critical hiring error: founders hire sales leaders with experience managing a large, scaled organization for their future goals. This backfires because those leaders often lack the essential skills to build a sales function from the ground up, preventing the company from ever reaching that future state.