When revenue slows or growth levels off, many business owners quickly decide to hire a salesperson. That feels decisive. It feels proactive. It feels like momentum.
But Jeff Carmon of Elite BSC cautions that this move can be expensive for cleaning companies.
“I think the natural inclination for any of us is, we just have to get new sales in,” Carmon said. “But there are a lot of factors that go into that, and sometimes we have to think about total growth of our companies. It’s hard for really any kind of sales effort to overcome the fact that maybe you’re losing business out the back end.”
Put simply, hiring a salesperson will not fix deeper problems in your business.
The problem with jumping straight to sales
Carmon pointed out that, unlike other industries where salespeople have to create demand, commercial cleaning already has steady demand. Every building needs cleaning, so you don’t have to persuade people they need your service.
“We’re not creating demand at all,” he said. “What we have to do is build the process to be ready when demand occurs.”
This difference matters when you’re deciding whether to hire a salesperson. Without solid systems in place, even the best salespeople will struggle to create lasting growth and will run into problems right away.
Understanding who’s actually out there
Before adding more sales staff, Carmon suggests that business owners should clearly understand their target market. He describes three types of potential clients, and each group needs a different approach.
The first group, called the mandatory group, includes companies whose contracts are ending, who are unhappy with their current service, or who have to switch providers for other reasons. This group is small but is actively looking for new services.
The second group consists of discretionary buyers. They are exploring options and open to discussions but lack urgent motivation. They require a different engagement strategy.
The third group, which is probably the largest, is happy with their current provider and not likely to switch. Reaching out to them directly probably won’t work in the short term.
Knowing which group a potential client belongs to helps you choose the right approach. Without this understanding, a salesperson is working without a clear plan.
The three Ps every company needs first
Carmon shared three key things every company should have before bringing on a salesperson.
First is process: You need a clear, repeatable sales process that covers everything from finding prospects to handing them off to operations. Without this, results depend too much on individual personalities, which leads to inconsistency and makes it hard to grow.
Second is prospects: You need more than just a list of names. You should have a clear idea of your ideal client and a list of people or companies who fit that profile. Knowing your target audience before you reach out saves a lot of time and effort.
Third is persistence: To succeed in commercial cleaning, you need to build relationships over time. Companies that stay visible and consistent are more likely to get called when there’s an opportunity. As Carmon put it, “That company that has been persistent without being a pest is probably who I’m going to call first.”
The bottom line
Hiring salespeople is expensive, and if you do it before you have a strong foundation, you risk more than just paying their salary. You could lose time, miss out on opportunities, and make it hard for them to succeed.
“Make sure you have your foundation in place before you lay out,” Carmon said. “You want to set that person up to succeed before you ever bring them on.”
You can grow your business, but it starts with taking a close look at your current systems instead of rushing to hire more people.
