One of the biggest hiring mistakes sales leaders make is failing to define their non-negotiables—the traits that must be present in every sales hire, no exceptions. These traits define your sales culture and protect it from being undermined by poor hires.
At CTS, we teach one foundational rule in our Recruit the Best!™ system: always hire conscientious people first. Why? Because conscientiousness—character combined with motivation—is the single most powerful non-cognitive predictor of job success, backed by more than 100 years of research.
What Does Conscientiousness Mean?
Conscientiousness is a mix of:
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Character: honesty, work ethic, personal responsibility, and care for others
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Motivation: a competitive spirit or strong financial drive
Studies analyzing over 1.1 million participants confirm that conscientious people consistently outperform others in sales, life, and leadership roles.
Why It Matters
Every sales hire either strengthens or weakens your culture. Hiring the wrong traits leads to:
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Poor sales results
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Dishonest behavior
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Blaming others
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Resistance to coaching
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Damaged team morale and brand reputation
You don’t want “sales at any cost.” You want a culture of trust, ownership, and performance.
The 5 Traits You Should Never Compromise On:
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Honesty – Integrity is non-negotiable. You can’t teach it.
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Strong Work Ethic – Sales requires consistent effort and follow-through.
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Personal Responsibility – Winners own their results and don’t make excuses.
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Concern for Others – Sales is about helping people, not just chasing commissions.
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Motivation to Win – Whether driven by competition or goals, your reps must have internal fire.
Build Your Culture on What Matters
If a candidate lacks even one of these five traits—don’t hire them. Your sales culture depends on it.
You’re not just filling a role—you’re building a future. A team that takes ownership, strives for excellence, helps one another, and cares about the customer experience will always outperform one driven by shortcuts.
Make your list. Stick to your standards. Protect your culture.