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While gathering some information for a series of blogposts on my Tackle Insider, I found myself getting frustrated with every conversation I had and every word I wrote. I couldn't put my finger on just why that was at first. Then it hit me: Too many folks in our industry just don't listen very well. Sure, this is a problem in any industry, but I see it for myself right here in the sportfishing community. I'll use a recent example to make my point.

In early January, I started trading emails with the owner of a small tackle company who was looking to "take the next step" with his products. We finally talked on the phone after 2 weeks, and when we did, I found him smart, reasonable, eager for advice, full of ideas and incapable of listening....

So there I was, wrapping up a recorded interview with a local bass guide on my home lake, when I asked a question that opened the floodgates.

Me: "Since you're the longest-standing guide on this lake, what was your best day of guiding?"

Him: "I took this fellow out in April, the front end of a warm front, and we had one of those magical days – 124 fish, with one over 7 pounds and lots of 3s and 4s. For this lake, that's a better day than you'd expect in one lifetime. But you know what? When we pulled up at the dock, I asked the fellow what he thought of the day we just had. He said, 'Well, I was kind of expecting better. It was a nice day, but our biggest fish was just 7 pounds and most of the rest were between 2 and 4 pounds.' I told him, 'I've guided on this lake for 24...

Of all the questions I get asked, none's more common than the old: How do I pick a good pro-staffer?

Most folks, whether they own a tackle company, tackle retailer or PR firm, think it's simple. Their strategy: Select a few guys who've won tournaments, throw money at them, then wait for the media and consumers to swoon over their products.

No approach could be more wrong.

The entire process of looking for, then hiring a pro staff is a hugely flawed affair – one that even successful companies rarely get correct. Before you make a mistake that could cost your company time, money and reputation, remember the four Cs of choosing a pro-staffer.

1. Character: A pro-staffer isn't just some guy or gal with your logo on a shirt who goes fishing now...