Start by proving the service yourself. Then partner with commission-only sellers who already know the market, keep expectations clear, track results closely, and only scale once deals are repeatable.
Thoughtful question. What I would share first is about ensuring that your "mindset" is aligned with how to think about your team.
If you're going to build trust with your team it's important to be clear on the operating reality: commission-only reps with zero revenue work best when you treat them like partners, not "just employees" - almost like they're volunteers and they can leave at any time. In the early stage, they have lots of options—so clarity, trust, and a simple system weigh heavily.
Start with 1–2 proven closers, keep the offer simple (one ICP + one package), pay only on collected revenue, and give them a tight system (script, CRM, follow-up cadence, weekly pipeline review). If you don’t yet have leads or a validated close path, you’ll usually do better with founder-led sales (or referral partners) until you’ve got 3–5 wins to prove it converts.
Question for you: Do you already have a repeatable lead source + pricing that converts, or would your reps be expected to create their own pipeline from zero?
For a new service agency with zero revenue, the most effective approach is to focus on alignment, incentives, and support rather than just filling roles. Start by:
Hiring for Hunger and Fit, Not Experience Alone: Look for candidates who are highly motivated, coachable, and aligned with your agency's vision.
Structuring Clear, Attractive Commission Plans: Make pay simple, transparent, and rewarding. Tiered commissions or performance bonuses work well for early-stage agencies.
Providing Training and Support: Equip reps with scripts, service knowledge, and regular check-ins to increase confidence and results.
Setting Measurable Targets and Accountability: Track leads, conversions, and revenue contribution. Celebrate wins and refine strategies quickly.
Building Relationships and Retention: Engage top performers with recognition, mentorship, and growth opportunities to turn them into long-term partners.
By combining strategic recruitment, motivating incentives, and ongoing support, a zero-revenue agency can build a lean, high-performing sales team that drives growth without upfront salary risk.
Want help building a commission-based sales team tailored to your agency? Follow me or book a clarity session, and I'll guide you step-by-step.
The most effective way to hire and manage commission-only sales reps is through clarity, structure, and accountability.
Start by clearly defining the role, target market, performance expectations, and success metrics. A transparent and motivating commission plan is essential—simple, aligned with business goals, and clearly communicated from the beginning.
Recruit experienced sales professionals through targeted channels and referrals, and vet candidates based on proven results, not promises. Even commission-only reps require proper onboarding, including product training, messaging, and access to sales tools.
Management should focus on structure: regular pipeline reviews, measurable KPIs, and consistent communication. Track performance data closely and optimize processes based on results. Recognize and reward high performers, and quickly disengage from reps who consistently fail to meet expectations.
When expectations, compensation, and support are aligned, commission-only sales teams can be highly effective and scalable.
I have actually been in this exact situation before. Take the people with you to appointments and have them see you close. Show them the clear vision and opportunity. Let them know that they are part of something new and that their contribution matters. Lead by example. When I was running the startup, I was the closer, admin, operations manager, customer service, marketing rep all at once.
Leading by example inspires others and shows that nothing in the company is beneath you. This applies if you are running the company.
In the case that you are strictly the sales director what I would do is find out what it is the new recruits want. What are their goals? What are their immediate pain points? Link this opportunity that it can help them solve those problems.
