Last Updated on November 7, 2025 by Rocky
AI Summary: This article draws a unique parallel between forging a knife and sales hiring, emphasizing that both require precise definition of desired outcomes and understanding of key user needs. It introduces the BASE framework—Behaviors, Attitudes, Skills, and Environment—as the foundation for identifying top sales candidates and explains how missteps in the early stages can lead to costly mistakes. Readers learn why measuring BASE before making a hiring offer is critical for building successful sales teams.
While it may not be obvious, successful sales hiring and making a knife from scratch are similar.
Let’s start with making a knife. The first thing to do is to define the desired outcome. To do this, we must answer the following questions (and I’ll try not to bore you with too many details.)
Who is it for? Man, woman, age, etc.
What are the characteristics of the person(s) who will use it? Big, small hands, right-handed left-handed, careful, careless, how will the maintain before, during, and after use?
How will it be used? Inside, outside, kitchen, BBQ, packaging, in a glass case for a show, on a boat, in a shop, garden, rescue, firefighters, EMTs, personal defense, Zombie Killin’, etc.?
What type of materials are required, and how much material is needed? Rugged steel, soft steel, a combination, length, width, waste during forging, etc.
What qualities and characteristics are necessary? Shape, length, thickness of the blade, handle material, rugged, shiny, patterns of Damascus, edge type, etc…
And you get the idea: a lot goes into the first step. Get that wrong, and you have a significant amount of time and effort that turns into an ugly paperweight.
Now, let’s compare this to Sales Hiring. Again, the first step is defining the ideal outcomes, which determines your Ideal salesperson.
We call it BASE.
B – Behaviors – what are the required behaviors to be successful in the role?
A – Attitudes – What is going on 2,3-4 layers deep that cause their natural sales ability? What unconscious biases will neutralize their strengths?
S – Skills – Relationship/Trust, Reaching Decision Makers, Consultative – Questions and Listening, creating value, qualifying, Presenting, Closing, Sales Process, Technology, etc.
E – Environment – Sales cycle, average sales price, who they sell to, internal accountability, culture, etc.
The question begs…How can you determine whether the candidate’s BASE matches 80% of your requirements before you make an offer? You guessed it. That is what we do, and we’d like to help you with your next sales hire by offering you a complimentary Sales Candidate Insight report. If you want to measure their BASE, DM me, and we’ll send you the link.
rocky@salesdevelopmentexpert.com
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Rocky is the founder and CEO of Sales Development Expert, bringing over 35 years of hands-on experience in building championship sales teams for more than 2,800 businesses worldwide. As a recognized leader in sales hiring, training, and team development, Rocky is known for his results-driven strategies, deep expertise in sales-specific assessments, and passion for helping companies achieve breakthrough growth.