Most leaders underestimate the damage a single bad sales hire causes. You feel it in profit, morale, and lost time long before you see it in a spreadsheet. If you’re planning your 2026 targets, you need a clear view of this risk now.
You can fix it. But first, you need to understand the real cost.
1. Missed revenue hits harder than the salary cost
The obvious cost is the salary. The real cost is the revenue they fail to bring in.
You hire a salesperson expecting them to generate £500k. They close £0–£150k.
That gap hits your P&L, your pipeline and your confidence in the strategy.
Ask yourself:
How much revenue must your next hire deliver just to break even?
2. Lost opportunities don’t come back
Poor performers burn leads you’ll never recover.
• They mishandle introductions
• They slow-walk follow-ups
• They damage your brand with weak conversations
Those opportunities don’t circle back. They move to a competitor who shows up stronger.
Most CEOs don’t calculate this loss — but you feel it in Q2 and Q3.
3. They drain management time you should spend on growth
Bad hires take your attention away from strategy.
You spend hours coaching, correcting, monitoring and explaining basics.
Your managers do the same.
Your top performers step in to rescue deals.
That time comes at a high cost.
If you’re honest, how much time did you lose last year to the wrong person?
4. They damage team morale more than you expect
Salespeople know when someone shouldn’t be there.
They see the missed numbers.
They see the excuses.
They see the lowered standards.
This creates resentment.
Your best people ask, “Why am I carrying this?”
Some start browsing job boards.
Replacing one hire can turn into replacing three.
5. Replacing them costs more in 2026
Recruitment, onboarding and ramping up all cost more this year.
If the wrong hire stays six months, you lose:
• Half a year’s salary
• Lost pipeline
• Lost revenue
• Replacement cost
• Another 90-day ramp period
• Damaged client relationships
This is why many companies quietly accept underperformance.
They think replacing them will cost more.
In reality, not replacing them is what’s killing your plan.
What you can do right now
You have options, but you need to act before Q2.
Tighten role expectations.
Be clear on what success looks like in the first 30, 60 and 90 days.
Raise your hiring bar.
Look beyond CVs. Focus on behaviours, track record and repeatable proof.
Use structured assessments.
Interview questions aren’t enough. Measure capability, drive and cultural alignment.
Head-hunt, don’t advertise.
Your top candidates are employed and performing. You must go get them.
Protect the first 90 days.
Set targets, coaching rhythms and checkpoints. You’ll know quickly who’s right.
Your 2026 plan depends on one decision
The wrong sales hire drags your whole year down.
The right one lifts the business, stabilises revenue and strengthens your team.
You choose which path you take.
If you want to avoid another costly mistake, start raising your hiring standards today.