Should my first salesperson be paid on commission only?

Commission-only roles are hard to fill with people who can sell to corporate buyers. Many companies use a base plus commission so the person can invest time in larger accounts that take longer to close.

Can a project manager handle sales instead?

Sometimes, especially for repeat clients. But project managers are usually busy delivering shows, so new business gets pushed aside. If growth is the goal, someone needs to own it.

When to hire your first salesperson at a production company

Hiring a salesperson too early burns cash. Hiring too late keeps the owner stuck in every deal. Here’s how to tell when it’s time, and how to set them up to succeed.

Devon Race

October 27, 20262 min read

A production company is usually ready for its first salesperson when the owner is turning down or slow-quoting work because they’re the only one who can sell, and when the company has a repeatable way to qualify, price and quote jobs that someone else can follow. Without that process, a new salesperson ends up asking the owner about every deal, and nothing gets faster.

I’ve been the head of sales and marketing in production companies. The hire itself is rarely the problem. What they walk into is.

Signs it’s time

Inquiries wait days for a quote because the owner is on site or in the warehouse
You know there are accounts you should be going after, but no one has time
The owner is the only person clients will talk to about price
Follow-up on sent quotes happens when someone remembers
Growth has flattened even though demand hasn’t

Build the system before the hire

A salesperson needs something to sell with. Before you hire, write down what the owner does in their head: which inquiries are worth pursuing, how jobs are priced, what goes into a proposal, what discounts are allowed and who approves them.

Put the pipeline in a CRM, so the new hire can see every lead, quote and follow-up, and so you can see what they’re doing without asking.

Hire for the clients you want

Decide what kind of work you want the salesperson to bring in. Someone who will grow corporate accounts sells differently from someone who will handle a high volume of social and rental inquiries. Hire for the clients you want next year, not the ones you have today.

Give them a fair start

Expect a ramp-up period while they learn your inventory, your venues and your clients. Give them accounts to work, not just leads to wait for. Meet every week to review the pipeline, quotes sent and what’s stuck, and pair them with a project manager so they learn what the shows actually take.

Common questions

Should my first salesperson be paid on commission only?: Commission-only roles are hard to fill with people who can sell to corporate buyers. Many companies use a base plus commission so the person can invest time in larger accounts that take longer to close.
Can a project manager handle sales instead?: Sometimes, especially for repeat clients. But project managers are usually busy delivering shows, so new business gets pushed aside. If growth is the goal, someone needs to own it.