Building your first sales team is one of the most exciting steps in the growth of a business. It’s also one of the hardest. For founders, it often feels like moving from “doing it all yourself” to trusting other people with the future of your pipeline. It’s a huge leap and the stakes are high.

The reality? Most businesses hit roadblocks when they first start hiring salespeople. From making the wrong hires to struggling with process, culture or scaling, the “growing pains” can feel never-ending. But with the right approach, these challenges don’t have to derail your growth. In fact, they can become the foundations of a stronger, more resilient sales function.

At Prime, we’ve worked with hundreds of founders and leadership teams who have faced these exact challenges. Here are the most common pitfalls and how to overcome them.

Hiring the Right First Salespeople

Your first sales hires are make-or-break. These are the people who will set the tone for your team and often represent your business to prospects for the very first time.

One of the biggest mistakes founders make is hiring people who feel like “mini versions” of themselves. While it’s natural to gravitate towards candidates who share your personality or energy, what you really need are complementary strengths.

Another pitfall is overvaluing experience. A long CV doesn’t necessarily equal long-term success. In early-stage sales teams, traits like coachability, resilience, and growth potential matter far more than a list of past employers.

How to overcome it:

• Hire for attitude rather than just experience.
• Look for candidates who are curious, motivated, and adaptable.
• Prioritise cultural fit and long-term growth potential over quick wins.

Defining Process (Without Overcomplicating It)

In the early days, it’s tempting to rely on a “we’ll figure it out as we go” approach. But without structure, things quickly become inconsistent. Leads slip through the cracks, reporting becomes messy, and no one knows what “good” looks like.

On the flip side, overcomplicating process too early can be just as damaging. A 100-page playbook or rigid rules around every conversation won’t give your new hires the flexibility they need to learn and grow.

How to overcome it:

• Start simple. Document the essentials: outreach strategy, messaging, CRM hygiene.
• Define what a qualified lead looks like so your team works to the same standard.
• Build a process that’s flexible enough to evolve as your business grows.

Balancing Culture and Pressure

Sales is always going to involve targets, but the way you frame those expectations can make or break your team.

Founders often fall into the trap of expecting instant results. When the pressure is high but support is low, you risk burning out new hires or creating a “sink or swim” culture. The outcome? High turnover, low morale, and wasted time.

Instead, think about the kind of culture you want your sales team to embody. Do you want them to feel like they’re part of a learning environment, or do you want to rely on fear and short-term wins? The answer should be obvious.

How to overcome it:

• Celebrate small wins as well as closed deals.
• Create regular feedback loops (weekly check-ins, coaching sessions).
• Set realistic KPIs that reflect the ramp-up period for new hires.

Scaling Smartly

Once your first hires start performing, the natural next step is to grow the team. But this is where many companies stumble.

A common misstep is promoting your top-performing salesperson into a leadership role without giving them the training or support to succeed. Being a great rep doesn’t automatically make someone a great manager. Without guidance, you risk damaging both their performance and the wider team.

How to overcome it:

• Invest in leadership training early.
• Provide mentorship and external support to help new managers succeed.
• Think about scaling in stages: hire reps, then develop team leads, then expand further.

Knowing When to Get Outside Help

You don’t have to do everything alone. Building a sales team requires expertise in recruitment, training, and culture-building. These are areas that many founders simply don’t have the time or experience to master.

The smartest leaders know when to lean on external support. Whether that’s working with a recruitment partner to find the right talent, investing in training programmes to upskill your team, or outsourcing elements of your sales process, outside help can accelerate growth and reduce risk.

At This is Prime, we partner with sales leaders and founders to build teams that last. From sourcing high-potential graduates to providing structured sales training through our Prime Sales Academy, we give businesses the foundations they need to grow with confidence.

Conclusion

The growing pains of building your first sales team are real, but they’re not insurmountable. By hiring the right people, creating simple but effective processes, balancing culture with performance, scaling smartly, and knowing when to bring in outside expertise, you set the foundations for a strong sales function.

If you’re looking to partner with experts in sales recruitment and start your sales journey off right, get in touch with Prime. Our consultants have placed over 14,000 people into the top sales teams for over a decade. Visit our website for more information, or email us at hello@thisisprime.co.uk

Written by: This Is Prime

October 3 2025