When owners of promo and print firms are looking to build their sales teams, years of industry experience is one of the first things they look for on new hires’ resumes. Kevin Baumgart says that thinking should shift.

In a Quick Hit video on the ASI Learning Network, “Why Determination (Not Experience) Is the Top Trait in Sales Hires,” Baumgart, an industry sales coach, owner of Sales Ink and a speaker at this year’s ASI Shows, discusses his top tips for hiring the best salespeople.

1. Determination outweighs industry experience.

Years in the industry don’t automatically equal sales ability. The strongest sales reps often come from outside promo and succeed because of drive, grit and motivation, not product knowledge. Prospecting, building pipeline, relentless follow-up and closing are more critical than knowing industry jargon or decoration methods.

2. Hire for “sales DNA,” not likability.

Many hiring mistakes happen when leaders choose candidates they “like” rather than those with the right competencies. Hire based on intrinsic motivation, resilience, competitiveness and the ability to follow a sales process, not personality fit alone.

3. Treat recruiting itself like a sales process.

Job descriptions should function as marketing documents: selling the opportunity to high-performing, hungry salespeople. Additionally, hiring should follow a structured, step-by-step process that includes pre-screen surveys, short phone interviews, resume deep-dive interviews, personality assessments and thorough reference checks.

4. Onboarding drives success.

Once hired, sales reps need a structured 90-day plan with clear expectations, measurable activity metrics and consistent coaching. Leaders should measure activity and pipeline, not just revenue, and coach weekly to build long-term success.