How to build a killer sales team, according to a $1.7 billion marketing software maker

Want to build a killer sales team? Focus on the hiring and coaching part of the game.

That means you need to test the candidate's coachability before hiring.

First, put the job candidate in a role-playing situation.

Then, see if the person is good at self-reflecting and willing to learn how to get better.

Ask specific questions about the person's strengths and weaknesses.

It's important that the person is open to absorbing and applying your coaching advice.

Start by providing both positive and negative feedback.

Observe the candidate to make sure the person is proactively trying to learn from you.

Repeat the role-play. See if the candidate applied some of your coaching advice.

It's not about perfecting the skills. Look for the effort.

If you see huge improvements, hire that person right away!

Once you hire the right person, you have to provide the right type of coaching.

Great sales coaches must be great observers.

Clearly communicate what you observed. Focus on what the sales rep did — not what he/she failed to do.

Don't ask questions that may imply the rep did something wrong. Be objective.

Then, explain what they did, and what happened as a result.

The coach should constantly find new ways to provide feedback and train sales reps.

Make sure you nail these tips, and you'll be on your way to building the foundation for a world-class sales team.