Challenges in B2B Sales Recruitment: Finding, Attracting, and Assessing Top Talent

Introduction Recruiting high-performing salespeople has become a formidable challenge for B2B organisations. In fact, B2B sales leaders consistently rank "hiring strong sales talent" as one of their top challenges, alongside navigating an uncertain economy. The demand for skilled B2B sales reps is surging at the same time that selling has grown more complex (longer sales cycles, more decision-makers, digital buyers). Companies across industries – with a notable intensity in fast-growing sectors like SaaS – are struggling to find, attract, and evaluate the right candidates to drive revenue growth. This post examines the key hurdles in B2B sales recruitment, backed by recent data and trends, and outlines strategies that hiring managers and recruiters can apply to overcome these challenges.

B2B Sales Hiring Trends

The B2B sales hiring landscape remains dynamic. The UK alone was expected to have roughly 700,000 open B2B sales positions in 2023. High turnover is a contributing factor – annual sales rep turnover has been around 25–35%, significantly higher than in other departments. One study found sales attrition rates were 3× higher than in non-sales roles, creating a constant need to recruit and train replacements.

Despite economic fluctuations, the labour market for B2B sales remained tight. One Gartner analysis noted a "chronic talent shortage" in sales, evidenced by the fact that there were only about three qualified candidates available per open B2B sales job on average, with roles staying unfilled for over two months. This imbalance is forcing companies to compete more aggressively and rethink their hiring criteria.

Fierce Competition for Top Sales Talent

The war for sales talent is at an all-time high. "There has never been more competition for sales professionals," one sales recruiting firm observed in 2023. Even as some industries slowed hiring, the best salespeople remained in hot demand – often fielding multiple offers. Hiring managers report that if their process is too slow or cumbersome, top sales reps will simply drop out and take another offer, a trend especially noted in fast-moving tech and SaaS recruitment.

Key recruitment shifts:

• Talent Shortage and Options: Demand for seasoned sales talent exceeds supply, forcing companies to expand hiring strategies. There were an estimated 30,000 SaaS companies worldwide (60% based in the UK and US) in early 2025, all competing for sales talent.
• Widening the Pool: Companies are hiring candidates from adjacent industries, focusing on transferable skills rather than prior B2B sales experience.
• Employer Brand and EVP: A LinkedIn survey found job seekers today most value work-life balance, good compensation, and meaningful work. Companies investing in a strong EVP attract better talent.

Digital Transformation is Shifting Skill Requirements

The ideal B2B sales hire is evolving thanks to digital transformation. Today's buyers engage through new channels and expect more consultative, personalised interactions. Roughly 80% of B2B buyers now prefer a blend of channels (in-person, remote, and digital self-service) on their purchasing journey. This means:

• Sales reps must be adept at video calls, digital prospecting, and CRM tools.
• The best salespeople act more like consultants, researching customer needs deeply.
• SaaS sales reps must focus on long-term customer success, not just transactions.

High-performing sales reps now leverage AI-driven tools, CRM automation, and sales engagement platforms. Recruiters are prioritising tech-savvy candidates who can adapt quickly to new tools and strategies.

Challenges in Assessing Sales Talent (Especially Remotely)

Even with a strong candidate pool, evaluating sales talent accurately is tricky. Hiring managers worry about candidates who interview well but fail in the field. Key challenges include:

• Measuring the Intangibles: Traits like resilience, curiosity, and emotional intelligence are difficult to quantify but crucial for success.
• Skills Validation: Sales numbers on a CV can be misleading; practical assessments such as sales simulations help gauge real ability.
• Remote Hiring Considerations: Virtual interviews make it harder to assess interpersonal dynamics. Companies are leveraging AI-powered assessments and structured evaluations to compensate for lost in-person insights.

Conclusion

B2B sales recruitment in 2024 is more challenging than ever due to intense competition, evolving skill requirements, and shifting candidate expectations. Organisations must refine their strategies to attract, assess, and retain top talent. By focusing on strong employer branding, streamlined hiring processes, and robust assessment techniques, companies can gain an edge in securing the sales talent they need.