Let’s get one thing straight:
Top-performing sales executives don’t leave good gigs for bells, whistles, or inflated OTEs.
They’re already winning where they are. They’re making real money, have pipeline momentum, and know their product, market, and clients inside and out. If you think a few buzzwords in a job posting or a shiny startup pitch is going to pull them away from that — you’re wrong.
Here’s the reality most companies fail to grasp:
You’re not just recruiting a candidate.
You’re asking a proven winner to risk it all — their income, reputation, rhythm, and peace of mind — to start over at your company.
To even consider the move, they need to see a clear, credible, and proven path to winning. That means more than just a high OTE or vague promises about “unlimited earning potential.”
Let’s Talk Numbers — Because They Do
These are the actual quota attainment stats across B2B and SaaS sales today:
| Benchmark | Quota Attainment |
|---|---|
| Average B2B Sales Org | ~47% of reps hit quota (Forrester) |
| SaaS/Cloud Sales (Q4 2023) | 43.1% hit quota (RepVue) |
| Enterprise AEs (2023) | 38.2% hit quota (TheQuota.co) |
| Best-in-Class SaaS Teams | ~80% hit quota (SaaStr) |
Now think about that:
Over half of sales reps don’t hit their targets.
Top reps know these odds.
So unless they can see that your company is built differently — they’re staying right where they are.
Why Would a Successful Sales Exec Ever Leave?
They won’t — unless your offer beats what they already have in five key areas:
1. Proven Quota Attainment Across the Team
A-players will ask:
“What percentage of your sales team hit quota last year?”
If the answer is under 50%, they’re out. Top reps aren’t looking to join a team of strugglers — they want to be surrounded by winners, in a system that works. If you can say 70–80% are consistently at or above quota, now you’re speaking their language.
If you can’t say that, you need to:
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Show them how you’re fixing it
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Prove that recent hires are starting to win
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Share actual success stories, numbers, and pay stubs (yes, really)
2. Realistic, Achievable OTE — Backed by Proof
If you tell a sales exec the OTE is $300K, but no one on the team is even clearing $180K, you’re not going to land them. They know better.
Top reps will ask:
“What did your top 3 AEs earn last year?”
And they’ll want to hear real numbers. If your comp plan is capped, confusing, or front-loaded with unattainable accelerators, they’re walking.
✅ Is your top rep making $400K+?
✅ Are multiple AEs hitting accelerators?
✅ Is your comp plan transparent, uncapped, and motivating?
If the answer is yes — lead with it.
3. Territory, TAM & Growth Potential
Nothing kills a sales rep’s motivation faster than being handed a dead patch or saturated list of accounts. Top reps want room to run — a large, untapped market and a clear path to expansion.
They’ll ask:
“What’s the TAM? How many reps are currently selling into it? Who owns what?”
If they smell territory dilution, they’re gone.
You need to show:
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A healthy market
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Minimal rep overlap
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Clear ownership of accounts
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Expansion potential (not just lateral growth)
4. A Product That Actually Wins in the Market
Elite salespeople don’t want to be stuck selling something they don’t believe in. They do their own research — checking customer reviews, G2 scores, renewals, churn, and case studies.
They’ll ask:
“How often do customers renew?”
“What’s your NPS score?”
“Do you have references I can speak to?”
You need to prove:
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Strong product-market fit
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Competitive advantage
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Happy, referenceable customers
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Real-world success stories
If your product is weak, your top candidate won’t touch it. They know they’ll pay the price in the field.
5. Sales Enablement, Marketing Support & Team Infrastructure
Top closers don’t want to carry the whole company on their back. They expect:
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SDR/BDR support
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Marketing-generated pipeline
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Proper onboarding and training
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Tech stack that helps, not hinders
A-star reps will ask:
“How much of your pipeline is marketing-generated?”
“Do I get SDR support?”
“What does onboarding look like?”
They’re not lazy — they just know their time is best spent closing, not chasing leads or building decks from scratch. If your sales culture is a one-man show, they’re out.
6. Sales Leadership That’s Actually Credible
Top reps don’t just join companies — they join leaders.
They’ll vet your VP of Sales hard. They want someone who:
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Has led teams that exceeded quota
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Has built multiple six-figure and seven-figure earners
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Will advocate for their success
Your sales leaders should be able to say:
“I’ve helped 10+ AEs cross $300K in earnings in the last 2 years.”
If your VP of Sales or CRO has never built a high-performing team before, why would a top rep bet their career on them?
And beyond that, reps will ask:
“Does the CEO understand sales?”
“Is sales seen as the engine of growth?”
If leadership views sales as a cost center, not a growth driver, they’re out.
Final Thought: Top Reps Aren’t Looking for a Job. They’re Looking for a Platform to Win.
You’re not trying to sell a role. You’re trying to sell a credible opportunity to win — with proof.
Top reps are not desperate. They’re discerning.
They’re not going to leave a $350K/year job where they’re smashing quota just to take a risk on a company with vague numbers, capped comp, and unproven leadership.
To attract and retain elite sales talent, your organization must prove that:
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Your comp plan pays what it promises
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Your quota is achievable (and being achieved)
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Your reps are winning, and your product is selling
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Your leadership knows how to build top performers
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There’s runway, support, and growth
As sales leader Nick Barton bluntly puts it:
“The best reps don’t just take a job for a paycheck. They join companies where they can win.”
Make sure your company looks and acts like that company — and the right salespeople will take your call.
