This one is such an important question, and is something of an extension to the first question. In fact, you may get your answer to this in the first answer. You want to hire someone who understands your brand, because, after all, your sales people are the face of your brand.

If you’re a manager at an upscale clothing store which prides itself on excellent customer service, you can’t hire someone who believes that your clothes are terrible quality and they can give your customers minimal service. That’s a no-brainer.