4 Elements of a High-Performing Sales Culture

Building High Performance Teams 1
Gabrielle Hughes
Content Marketing Manager

Building a sales culture of transparency and accountability is a new concept for most sales teams. An open culture of communication makes for happier employees because everyone knows what is happening and why.

In an environment filled with strong personalities, this can be a difficult thing to accomplish – however, technology makes it easier.

Ensure everyone is on the same page

Is your team aware of how much revenue this quarter/month/year? Does each sales rep know how much they need to contribute to making this a reality? Shifting the conversation from rep-centric quota attainment to team success helps to open everyone’s eyes to what is happening in the room.

In order to achieve this, you don’t need to make major changes to compensation plans – a small bonus or the promise of a team trip at the end of the quarter is often enough. What you might find is that by publishing and highlighting the team goal, you as a leader implement and exemplify transparency.

Share data with the team

Take your transparency a step further by highlighting the data that matters most. Make sure everyone knows the number of marketing leads that you expect each month. Set targets for the number of meetings you expect your Sales Development team to set, as well as how many calls and emails they need to send to get them booked. Likewise, set targets for the amount of pipeline you want your sales team to create themselves, as well as the amount of revenue you expect them to close.

Don’t be afraid to add in the number of meetings your CEO, or your VP of Sales, has with customers, or the number of new leads your Customer Success team has generated through referrals. By mandating accountability for everyone across the board, you lift the burden on your sales team and they won’t feel like they are the only ones who need to be transparent to the company.

Win and Lose Together

Celebrating wins is easy – accepting that a sales pitch isn’t working, or that a new pricing strategy is driving down your deal sizes, is not.  

Part of maintaining an environment of transparency includes sitting down with your team and running an analysis on all of the deals that you lost. This should not be time spent dwelling on past failures, but rather the time to address them as a team.

One way to to go about this? Run sessions where each salesperson presents one to two deals that they lost. Provide them with constructive insight on how they can improve moving forward. And if it’s pricing or messaging that needs to be changed, explain why you’re doing it and the rationale for the new approach.

Be upfront with customers

Being transparent also extends externally, especially to customers. There’s nothing a worse than coming across hidden fees while they’re trying to purchase something new.

Consider building a pricing tool where customers can find out exactly how much your service will cost for their business. Or, when a customer is not a great fit for your product, recommend another provider — no matter how painful it is to lose their business. By being clear and upfront, you’ll have a happier customer for the long term when you are a great fit.

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