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  • Writer's pictureEric Doherty

How to Build a Highly Successful and Motivated Sales Team

Updated: Dec 25, 2023


The impact of a successful sales team cannot be overstated. A high-performing sales force can drive revenue growth, attract new customers, and establish a competitive edge. To achieve such results, it is essential to equip your sales team with the tools they need, including motivation and opportunities for professional growth. This article aims to provide valuable guidance to sales managers like you, who are dedicated to elevating the performance of their teams and achieving exceptional business outcomes.

Build an Energized and Passionate Team

The foundation of a successful sales team lies in hiring the right individuals. Seek out candidates who possess not only sales expertise but also the right attitude, passion, and work ethic. Through interviews and assessments, ensure that you bring onboard individuals who align with your company's goals and mission. Remember, by selecting the right people, you can not only meet but surpass your expectations, fostering a high-performing sales team.

Establish Clear Objectives for Sales Activities, Behaviour, and Revenue Targets

Setting clear objectives for your sales executives is vital for enhancing their engagement. When individuals understand their goals, they are more likely to remain focused and motivated to achieve them.

Align your team's expectations with your overall sales targets, enabling them to have a clear understanding of what they need to accomplish.

Demonstrate Excellence and Provide Training to New Hires

Equipping sales representatives with the necessary information is crucial for their success in their new roles. During the initial stages of employment, provide them with essential materials to understand company objectives, including the standard sales procedures and common problem-solving techniques. Onboarding should go beyond reading and testing; incorporating role-playing scenarios allows sales reps to navigate real-life situations effectively. Assigning relevant books and discussing key elements of the sales process can also expedite their ability to take action.

For the sales team make sure that easy access, preferably in a well constructed sales portal. The sales portal as a minimum should have Sales Methodologies relevant to the industry. As you develop it include Sales Collateral such as the Value Proposition, Account Plans, Territory Plans, Elevator Pitch, Ideal Customer Criteria, Buying Personas, Pitch Decks, Case Studies, Competitor Analysis, Product Data Sheets, Product eBooks and Webinars, Video training, Overcoming Objections and Cold Calling Scripts.

Cultivate a Positive and Supportive Team Culture

Fostering a positive work environment is vital for maintaining high morale and productivity within your sales team. Building strong relationships with managers can further motivate employees to remain positive and give their best.

Ensuring employee satisfaction with remote work options, periodic salary increases, access to professional development programs, fostering open communication, consistent feedback and encouragement, recognizing accomplishments, and organising company-wide events and activities all contribute to a healthy team culture.

Measure Performance and Leverage Data for Informed Decisions

Analysing key metrics such as conversion rates, sales pipeline velocity, and average deal size allows you to identify areas for improvement. Utilize this data to provide regular feedback to your sales team, establish achievable goals, and develop action plans to address performance gaps.

Consider implementing sales performance management software to track your team's progress, monitor key performance indicators, and gain real-time insights for data-driven decision-making. I will have an article posted shortly on some of the options to choose from for these tools

Incentivize and Reward Achievement

Sales can be challenging, and the transition from salesperson to sales manager comes with its own set of hurdles. Rejections and frustrations are common, but how can you motivate your team to persist in the face of these difficulties? Offering rewards for reaching goals, going the extra mile, and expanding the lead pool can significantly boost motivation. Incentives such as cash bonuses, professional development, company recognition, special experiences such as those at red balloon can serve as powerful motivators, inspiring your employees to achieve their objectives.


Building a highly successful sales team requires dedication, but the rewards are well worth the effort. By following the strategies outlined above, you can create a high-performing sales team.

I know from personal experience that all of the above works, I have been fortunate enough to work in some of the best sales teams in technology sales today such as Honeywell, Fortinet, and Telstra and have worked very closely with Cisco who apply all of these strategies.

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