I find it interesting that everyone here has provided answers on to how to hire a technical person if you are non-technical, but nobody answered the question as

I find it interesting that everyone here has provided answers on to how to hire a technical person if you are non-technical, but nobody answered the question asked (how to hire non-technical people when you are technical person). With graphic design it is easier as you can judge the person's portfolio and even give them a small project to do as part of the interview process. Choose the person who's work you like the best. Sales is harder as bad sales people are very, very good at selling themselves. Good sales people don't want to work for a small startup, they want to work for a organisation where all the sales processes have been worked out and all they have to do is churn out the KPI's. On top of this you can't rely on sales people's past as people who are good at sales at one company can totally fail at another (and vice versa). With sales roles you have two choices: 1. Hire and fire until you find those that can sell your product. You have to be ruthless with this approach - sell now or you are out the door. 2. Hire for aptitude and train. A person with charm and motivation can be turned into an effective sales person with training. Having used both approaches I prefer the second approach, but it depends a bit on the technical complexity of your product.