Building a Sales Team That Sells: Hiring Right and Messaging Smart

EP311 - Profit With A Plan Podcast

Released Date: July 15, 2025

Guest: Walter Crosby, CEO of Helix Sales Development
Host: Marcia Riner, Business Growth Strategist | Infinite Profit®

Episode Overview

Think hiring your first salesperson is as easy as picking someone with a great résumé? Think again.

On this episode of PROFIT With A Plan, Marcia Riner sits down with sales development expert Walter Crosby to bust hiring myths and reveal how most CEOs hire salespeople all wrong. Walter shares why industry experience can backfire, how to create congruent sales messaging, and what it really takes to build a high-performance sales team with repeatable revenue results.

Whether you're about to make your first sales hire or you're ready to restructure a team that's not performing—this episode is your playbook.

[00:03:20] Meet Walter Crosby
Get to know Walter's backstory, why he launched Helix Sales Development, and how he's helping founders scale their sales organizations the right way.

[00:04:43] Falling Into Sales: The Accidental Career Path
Walter shares how most top salespeople don’t start in sales—and why the hunger to perform outweighs fancy credentials.

[00:08:00] Why Needing to Be Liked Kills Sales Performance
Discover why a salesperson’s need for approval gets in the way of asking tough, deal-closing questions.

[00:10:00] The Traits of a Top Sales Rep
The four must-have characteristics of a great salesperson: curiosity, skepticism, active listening, and empathy.

[00:14:05] Are You Solving the Wrong Problem?
Walter explains how to challenge client assumptions and uncover the real issues behind poor close rates.

[00:15:45] The #1 Mistake in Sales Hiring
Stop hiring salespeople like every other employee. Walter reveals how to rethink your interview process.

[00:17:00] Skill Set vs. Mindset: Hire for What Matters
Why sales success isn’t about product knowledge—but knowing how to reach, navigate, and speak to the buyer.

[00:21:10] Why Industry Experience is Overrated
Walter explains why hiring from inside your industry might actually hurt you—and what to look for instead.

[00:23:00] Stop Selling the Job During the Interview
Learn how to evaluate a candidate before pitching your company culture and compensation package.

[00:26:00] Why Your Salesperson Shouldn’t Be Your Marketer
Understand the different roles required in lead generation vs. closing—and why expecting one person to do it all is a recipe for failure.

[00:29:00] Aligning Sales & Marketing Messaging
Discover how to hand your sales team the right message—so they’re not winging it with buyers.

[00:32:00] The Infrastructure of a Winning Sales Org
Why you need sales processes, messaging, management, and training before you expect consistent performance.

[00:33:45] Never Promote Your Top Salesperson to Manager
Walter shares the leadership trap most CEOs fall into—and what to do instead.

[00:36:01] Resource: Walter’s Sales Velocity Email Series
Get real stories from the trenches and lessons learned from 40+ years of sales leadership. Sign up at
🔗 https://magnet.helixsalesdevelopment.com/sales-velocity

• Helix Sales Development

• Sales Velocity Free Email Series

• Connect with Walter on LinkedIn

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Marcia Riner is a business growth strategist who helps entrepreneurs scale smarter, increase profitability, and maximize business value. As CEO of Infinite Profit® and creator of the Profit Booster® strategies, she goes beyond advice—working alongside business owners to implement proven strategies that strengthen financial stability, optimize operations, and drive long-term success.

Whether you’re looking to boost profits, expand, or prepare for a high-value exit, Marcia delivers the expertise and hands-on support to make it happen. Learn more at InfiniteProfitConsulting.com.

Got questions? Reach out to Marcia and her team at (949) 229-2112 ♾️