New Research: The True Cost of a Bad Sales Hire — And How to Avoid It
Speakers
Editor-In-Chief, Sales & Marketing Management
Founder and CEO of SalesFuel, Global Sales Credibility Authority
Senior Vice President of Research, SalesFuel
Webinar Details
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Date and TimeTue, May 19, 2026 at 11AM Pacific / 2PM Eastern
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Duration1 Hour
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Cost$0 (Free)
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Description
The most-cited figure on the cost of a bad sales hire comes from a 2015 DePaul University study. A decade later, SalesFuel’s new research puts that number at $177,171 for the typical B2B salesperson - and for many industries, the true cost runs even higher.
Join Paul Nolan, Editor of Sales+Marketing Management, C. Lee Smith, Founder and CEO of SalesFuel, and Kathy Crosett, SVP of Research at SalesFuel, for a moderated discussion on what the latest data reveals about a problem that hasn’t gotten easier to solve:
But knowing the cost is only half the battle. The research also points to a clear path forward - and a surprising gap in how low-turnover companies hire compared to those with revolving doors.
In this session, you’ll learn:
Reserve your spot now and be among the first to see research that updates a decade-old benchmark - with data that could change how your organization hires and performs.
Join Paul Nolan, Editor of Sales+Marketing Management, C. Lee Smith, Founder and CEO of SalesFuel, and Kathy Crosett, SVP of Research at SalesFuel, for a moderated discussion on what the latest data reveals about a problem that hasn’t gotten easier to solve:
- Bad hires don’t just underperform - they distort forecasts, damage customer relationships, and erode team morale
- The typical hiring process consumes nearly three months before a new rep makes their first call
- New reps then require an additional five-and-a-half months to reach the performance level of peers
- By the time a manager acts, the damage is already compounding - and the team knows it before the manager does
But knowing the cost is only half the battle. The research also points to a clear path forward - and a surprising gap in how low-turnover companies hire compared to those with revolving doors.
In this session, you’ll learn:
- The difference between direct costs (recruiting, onboarding, training) and the hidden costs most leaders never calculate
- Why managers consistently wait too long to address poor performance - and the organizational dynamics that cause it
- What the data reveals about how high- and low-turnover companies approach the hiring process differently
- How to build a more objective hiring process that protects your team, your culture, and your revenue
Reserve your spot now and be among the first to see research that updates a decade-old benchmark - with data that could change how your organization hires and performs.
About Paul Nolan
Paul Nolan is Editor of Sales & Marketing Management magazine. He has written about sales, marketing and performance improvement in the workplace for more than 20 years.
About C. Lee Smith
C. Lee Smith is a nationally-recognized authority on business credibility, trust and influence. He is the CEO of SalesFuel and the author of SalesCred: How Buyers Qualify Sellers. As the creator of the SalesCred® sales training program, he empowers sales teams and business leaders nationwide with innovative strategies for sales intelligence, leadership development, and leveraging consumer behavior research. Lee is also a Certified Behavioral Analyst and a key architect behind the TeamTrait® comprehensive sales assessment test platform. His hands-on approach to sales performance - combining deep expertise in behavioral analysis with actionable client insights - helps organizations build high-performing, trustworthy sales teams.
Lee also co-hosts Manage Smarter, recognized as the #1 sales management podcast and a Top 10 resource for business managers, equipping professionals with the tools they need to succeed in today’s AI-powered sales environment.
About Kathy Crosett
Kathy Crosett, Senior Vice President of Research at SalesFuel, leads quantitative and qualitative research to understand shifting consumer behavior, B2B decision-making, and the evolving challenges faced by sales professionals. With nearly 25 years of industry experience and an MBA from the University of Vermont, she also oversees SalesFuel’s content initiatives including the SalesFuel Today blog and the Sell Smarter podcast.
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