Without doubt, finding quality sales people is an extremely difficult task. Three major factors contribute–

1. Sales is a tough job. Not everybody can do it, and very few can do it well.

2. No professional standards. Unlike law, medicine, accounting, etc., the sales profession provides no degree or formal accreditation. Thus, employers must sift through an enormous pool of candidates, none of whom can be evaluated against a professional standard.

3. Candidates often interview better than they perform. Lots of people try sales because they’re charming and good talkers. They often do extremely well in interviews, making a strong first impression and masking any weaknesses. Unfortunately, much more is required for a successful career in sales.

Faced with these challenges, employers really need to know what they’re looking for. These are the qualities I’ve always tried to zero-in on while evaluating sales candidates.

1. Character. Can the person be trusted? Does she look you in the eye? Does she make excuses or accept responsibility? When you ask her a question, does she give you a straight answer?

2. Positive attitude. What kind of mindset does the person have? Is his glass half empty or half full? Does he have a sense of humor? Does he face challenges with confidence? Does he accept criticism and rebound from setbacks?

3. Trainability. Can she learn? Does she want to learn? How quickly does she learn? How thoroughly does she learn? Does she have all the answers, or does she prefer asking questions?

When you find someone who is strong in those areas, you have the makings of a great sales rep. Of course, many other qualities come into play, but when a candidate lacks any one of these top three, she is almost certain to fail. Conversely, when a candidate excels in the top three, she can overcome weakness in other key areas–for instance, attention to detail and speaking skill–and succeed anyway. I’ve seen it happen many times.

Still, finding the right person is just the first step. A company needs the right training and development program to make the most of the hire’s talent, but that’s another story!