Diversity & Inclusion in Sales Hiring: Looking Beyond the Obvious
In sales, performance is everything. But, when it comes to building high-performing teams, many companies are still hiring from a narrow mould – looking for candidates with the same backgrounds, qualifications and personality traits.
It may feel like a safe bet to just look for more people like your top performers. But diversity isn’t just a “nice to have”. Teams that bring different perspectives, lived experiences, and thinking styles consistently outperform those that don’t. In fact, diverse teams make better decisions 87% of the time compares to their more homogenous counterparts. And in a profession like sales – where adaptability, creativity, and resilience are key – inclusive hiring is a competitive advantage.
The problem with “cookie-cutter” sales hires
Traditionally, sales recruitment has focused heavily on surface-level markers: a certain type of degree, prior experience in similar roles, or even just “cultural fit.” While this may feel like a safe bet, it often results in a team that thinks and acts the same way. That might create short-term comfort, but it limits innovation, weakens resilience, and risks missing out on exceptional talent.
Looking beyond the obvious
To truly embed diversity and inclusion into sales hiring, businesses need to widen the lens:
- Skills over CVs: Prioritise traits like coachability, resilience, and communication over specific past experience. These are the qualities that drive long-term success.
- Value neurodiversity: Sales thrives on creativity and problem-solving — and different thinking styles bring new approaches to client challenges.
- Backing diverse future leaders: Graduates represent the next generation of sales talent, and the future leaders of the industry. In fact, companies with diverse leadership can achieve 19% higher revenue and are 70% more likely to capture new markets than those without.
How Prime helps
At Prime, we’re committed to changing perceptions of sales — and that includes breaking down barriers to entry. Our training days and tailored recruitment processes are designed to assess potential, not just experience, giving clients access to a wider pool of talent. We also coach candidates to bring their best selves forward, ensuring confidence isn’t mistaken for capability.
Diversity isn’t just something we talk about at Prime, it’s something we live by. Our own team is made up of more women than men, which is still unusual in sales & recruitment. We’ve seen first-hand how different perspectives drive better ideas, stronger collaboration and a culture where people can thrive.
Final thoughts
Diversity and inclusion in sales isn’t about ticking boxes, it’s about driving performance. By looking beyond the obvious, businesses can build sales teams that are stronger, more innovative, and better equipped to succeed in a changing market.
Looking to hire top-tier graduate sales talent, experienced go-to-market professionals and award-winning sales training? Partner with This is Prime. Check out our website for more information or get in touch with us via email: hello@thisisprime.co.uk
