When a new salesperson doesn’t work out, most companies chalk it up as “a learning experience.” But in tech sales, a bad hire doesn’t just cost you time, it can drain revenue, damage client relationships, and demotivate your team. The real cost of a bad hire goes far beyond salary.
The Financial Hit
Let’s do the maths. A typical tech sales hire might cost between £15,000 and £25,000 in recruitment, onboarding, and training before they even start selling. If they leave or underperform within six months, you lose that investment plus the pipeline they could have built. Add missed targets, lost opportunities, and the cost of replacing them, and one poor hire can easily exceed £100,000 in total impact.
The Impact on Morale and Culture
Sales teams thrive on momentum and motivation. When one person consistently misses targets, it can drag down the whole team’s energy. High performers start to wonder if leadership is lowering standards, and the top talent you already have may begin to look elsewhere.
The Damage to Client Relationships
In B2B tech sales, relationships matter. A salesperson who overpromises, underdelivers, or simply fails to understand your product can hurt your brand’s credibility with clients, something that takes far longer to rebuild than it does to lose.
The Opportunity Cost
Every month a poor performer stays in the seat is a month your competitors are building relationships and closing deals. In fast-moving tech markets, standing still is the same as falling behind.
How to Avoid the Expensive Mistake
Hire for potential, not just past performance. The best salesperson at one company might not succeed in your environment.
Refine your assessment process. Go beyond CVs, use structured interviews and scenario-based tasks.
Partner with a specialist. A recruitment agency, like Arius Recruit, can help identify red flags early and match candidates to your company culture as well as your targets.
The Bottom Line
A bad hire in tech sales doesn’t just hurt the bottom line, it affects reputation, culture, and growth. The most successful companies treat recruitment as a strategic investment, not a last-minute fix.