"Why Is It So Hard to Hire Sales Assistants?"
09/17/25 Edition Stephen Says Column
Dear Stephen,
I work for a furniture dealer in the Midwest, and we’re trying to hire several sales assistants to work with our salespeople. Not Project Managers or Account Managers, that is a separate function here – we need reliable administrative people who will support the sales team, so that they can focus on selling!
Ideally, I’d love candidates that come from the office furniture industry, but right now we are desperate. I’ve run ads, I’ve hired a local employment agency and even asked manufacturers’ reps who they know at other dealers who may be looking. But I’m not having any luck. What’s the best way to find these people? How can they be so hard to recruit?
Signed,
Frustrated Dealer Executive
Dear FDE,
Sales assistants are so valuable because, like you said, when a salesperson has a great assistant, someone who can help them with quotes, get samples to customers, and helps them organize their schedules, they can sell more for you! That is why they are so hard to recruit because smart salespeople treat their assistants like gold. People use different names for these positions all the time, but essentially this is someone who helps a productive salesperson be more productive by handling the details and interacting with a salesperson’s customers: A&D clients, end-users and even the liaison to the manufacturer’s rep.
Yes, I know that a “Project Manager” or “Account Manager” is considered a level above a sales assistant, and with a different skill set, and they often work with salespeople too, or they may handle house accounts or large national accounts on their own. There is a lot of crossover between these titles but most of us would agree that a true sales assistant is simply worth their weight in gold.
Another issue is the title “Sales Assistant,” which is not as appealing as some of the other titles I’ve seen: “Customer Care Representative” (I like the word “care”), “Client Solutions Coordinator,” “Sales Support Specialist,” and more. The least appealing title I heard was “Account Support Specialist” – (think about the acronym)!
Here is how you find them. Recruiting people for this position can be done several ways.
The first would be word of mouth. Ask the salespeople, and other people who work for you, and give them an incentive (bonus) if the person they recommend, and you hire, lasts a year. Don’t make furniture industry experience a requirement or you’ll be looking forever!
Being a Sales Assistant is how a lot of people get into the furniture industry. And some of the best sales assistants grow to be the best salespeople. I hear what you said what you did - ran an ad, asked around – all good, just do it better. Go on job boards, and even craigslist works! The last thing you probably need is a recruiter for this assignment; you just need to have a special and clear employment section on your company’s website. A sort of “come join our team” section. LinkedIn, used correctly, is a great tool as well.
What I like about referrals from people within your company is that if your employee recommends someone, chances are they will debrief the candidate on the nature of the contract furniture industry even before they interview with you. So, even though they are not “from the industry” they usually get it and have an idea of what’s going on before they interview with you, so that’s a plus! Relatives of people who work for you are often even better!
Then, if you really want someone from the industry and you are not getting any results from your efforts, jump right on LinkedIn (making sure your own profile is private so no one can see that you’re viewing them) and go directly to your competitors! Look under the ‘people’ section and you’ll see all the sales assistants. Then just write them on LinkedIn. . . but get ready for some blow-back from those competitors because they’re going to hear about it. By the way, always write people through LinkedIn, never through their work email.
Sales Assistant is a perfect job for a recent college graduate, or someone one year out of school, who might have some interest in interior design or in project management. Everyone is talking about how hard it is for young people to find their first job today, so this is a perfect opportunity for you to introduce someone to how great it is to work in the interiors industry. They can learn so much, and a good salesperson will mentor and train them giving them skills they’ll carry with them forever. Training people is the key to them keeping the job and staying interested. Many dealers do not take the time to train new people, and they suffer the consequences.
Again, bump up the title if you want and be sure you are offering a fun place to work, would be my other advice. Explain why it’s great to work for you. What are you offering beyond just a great salary? Benefits? Do you offer lunch? Gym membership? More important to some will be the chance for future career and financial advancement via next steps. . . Where can they take their careers? Project management, account management, or sales? You want to emphasize career growth and learning new skills. These days, if you want someone to come into the office, it’s more than just the salary. It has to be a fun place to work.
Try some of these tips and think about my advice - hire a smart (even smarter than you) recent college graduate and train the heck out of them.
Signed,
Stephen
Stephen Viscusi is the founder of www.viscusigroup.com, an executive search firm that specializes in the interior furnishings industry. Hires made through The Viscusi Group are guaranteed a one-year free replacement.Please share your story or comment on this article and send your workplace questions to stephen@viscusigroup.com. Or give us a call at (212) 979-5700 ext. 101.
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