Hiring a field sales rep: channels, message, screening

Hiring a field sales rep takes three things: an ad that talks numbers (base, commission, territory, portfolio, vehicle), advertising that also reaches reps already working for competitors or in neighbouring sectors, and screening focused on route planning and past results, not on how well someone speaks in an interview.

What a good field rep looks for

A successful travelling salesperson looks at four things first: commission and its ceiling, the size and quality of the portfolio, the territory, and the resources (vehicle, tools, technical support). An ad that ignores these points will be read by average candidates and skipped by good ones.

The message: an ad that can be read in ten seconds

1. Product and customer. Who buys what: tradespeople, garages, consumers, local authorities.
2. Pay. Base, commission, and what an experienced rep on the team earns. Clear figures let candidates judge quickly whether the role is worth it.
3. The territory. Areas covered, meetings per day, nights away or not.
4. The portfolio. New business, taking over an existing territory, or a mix.
5. Support. Product training, a paid induction period, riding along on the first routes.

Channels: look beyond active job seekers

Job sites reach reps who are actively looking. Many experienced salespeople are employed and not looking, yet open to a better offer. For them, advertising targeted by role and area, on social networks, video and apps, puts the offer in front of them at the right time. Combining both covers the whole market.

Target neighbouring sectors too. A rep selling supplies to tradespeople can sell tools; a car dealership salesperson can move into B2B. Route-selling skills often transfer more easily than product knowledge.

Screening: check the method, not the charisma

• Past results: targets, achievement rate, portfolio size, time in the role.
• Organisation: how they prepare a week on the road, how they prioritise customers.
• Prospecting: how many new customers a month, through which means.
• Autonomy: ability to work alone and report without daily supervision.

A short role play (preparing a meeting with a realistic customer) says more than general questions about motivation.

Metrics to track

• The share of applicants with field sales experience.
• Role-play success rate, more telling than the number of interviews.
• Time to hire by territory, as some areas are much more contested.
• Target achievement at six months for new hires, by source channel, to adjust the next campaign.

Common mistakes

• Hiding commission for fear of showing a number.
• Hiring the best speaker in the interview rather than the best organiser.
• Advertising a territory too large to cover.
• Ignoring applicants from related sectors because the product is different.

What campaigns show

For Berner, a distributor of tools for professionals, the campaign to hire travelling sales reps generated over 1,000 applications, with cost per application down 80% compared with the methods used before. See the Berner case study. At Rothelec, for travelling B2C reps, 45% of the profiles received were qualified: the Rothelec case explains the set-up.

Our page on hiring field sales reps and SDRs covers targeting by sales profile.

Frequently asked questions

Should the ad show commission?

Yes, at least the base and a realistic range for total pay. That is what makes the difference with high performers.

Can an inside sales rep move to field sales?

Often, if they have managed a portfolio and can organise themselves. Test their ability to plan a route.