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How To Build A Winning Sales Team


Business development, marketing, and a good product or service are all essential on the path to significant revenue growth. But your sales team is the heart of your business.

Marketers spend a lot of time trying to communicate with the ideal audience. However, chances are the first time a customer speaks to your brand is when they want to buy something from you.

And 90% of the time, the person they’re talking to will be a sales rep. So, sales teams don’t just focus on revenue growth. They can have a significant impact on company reputation, customer relationships, customer retention and overall business growth.

But how do you build a powerful sales team?

In this article, we want to give you five steps to build such a sales force from scratch.

Step 1: Start with a sales management strategy

Before finding the perfect candidates to form your team, you must define the vision and strategy of your future sales team. A critical part of this is building the sales process that your team will follow. This will help you understand what kind of talent you should be looking for.

Build a winning sales team
  • Determine what type of sellers will suit the strategy

The type of salespeople your organization needs depends on your business model, the nature of your products or services, the growth of your business, and your target market. Determine if you need inside sales, local sales, or both.

Also determine the level of education and experience required and decide how many sales representatives you need to hire.

You can even create a vendor persona, making a list of characteristics such as:

  • Personality traits
  • mode of sale
  • background and experience
  • Training and education
  • motives
  • etc

Planning these things in advance will ensure you hire the right people to do the right job. Then, once you’ve determined the type of sales force you’ll need, you can start hiring them.

Step 2: Organize the recruitment process

Hiring can take a long time. Having a well-structured and documented process can help you reduce wasted time and achieve better results. A structured process also becomes repeatable and scalable.

Most HR teams build their recruitment process around the following steps:

  • Planning. At this point, recruiters usually get the job posting approved and post the job posting. They also decide on the recruiting budget for their position, prepare the job description, and assemble their recruiting team.
  • Attract talent. This stage involves the actions of hiring managers to find qualified candidates – for example, researching candidates, posting job vacancies, or asking for references.
  • Selection of potential recruits. Next comes the most critical part – a shortlist of the candidate during the interview. This may also include selection calls, various pre-employment tests, etc.
  • Offer the job. A recruitment team drafts and sends a job offer to the candidate sought if all goes well.

Step 3: Take care of the solid onboarding process

Employees need to feel comfortable in order to work effectively. When onboarding them, you can give them that comfort by explaining how it all works in your business and showing that you’re there to help them. Even if you’re all working remotely, consider assigning an onboarding partner to new hires. As a leader, you can also be that integration partner.

Build a winning sales team

According to statistics, companies with a standard onboarding process experience 50% higher productivity than new hires.

Step 4: Measure productivity with sales metrics

For people to approach their work responsibly, you need performance metrics. Therefore, it is necessary to provide a set of easily measurable and understandable performance indicators that the whole team adheres to.

Some important KPIs you should measure are:

  • sales growth
  • the cost of attracting customers
  • duration of work with a client and its value
  • customer churn rate
  • conversion rate
  • profit margin per sales rep.

Step 5: Build a healthy company culture based on trust

Trust is crucial for healthy relationships and corporate cultures because it can improve communication, teamwork, engagement, and productivity. Here are some great tips for building trust:

  • Always communicate with your team

If people feel they are working in an environment that allows them to be heard and openly address their issues, they are more likely to be engaged and satisfied in their role.

So talk to people and always be transparent about changes within the company. It involves trust and respect.

For example, if you are going to implement new software that will impact the whole team or expand the staff, your employees will appreciate that you explain everything to them in detail rather than finding out everything after the fact.

With most teams working remotely due to Covod-19, building trust has never been more crucial. Chats and emails are a common form of communication in many workplaces. However, managers are looking for new ways to inform, engage and motivate their teams to improve trust and increase productivity.

Using email signatures for internal communication is essential for businesses in these times. This helps make conversations more personal and human, educating employees and updating them on the latest company news. For example, adding the photo to your email signature at the bottom of an email will also help make online communication more user-friendly and build trust with recipients.

Build a winning sales team

Check out these email signature examples. Like them? You can create such a signature for yourself and even for each employee of your company using an electronic signature generator. No design or coding skills required.

  • Give and get honest feedback

When running a business, it can be easy to overlook day-to-day operations. Asking for feedback from employees and giving feedback is a great way to gain “on the ground” perspective and build trust.

Let your team feel that you value their honesty and use it to drive business improvements.

  • Keep growing and learning. You all!

If you want your business to grow like crazy, make sure everyone on your team (including you) keeps learning.


While many leaders think businesses work, it’s no secret that businesses don’t go anywhere without a strong sales team. They are forward to sell the products and services that allow brands to develop.

Hiring the right talent to join your sales team can make or break a business. If you find the best ones, you grow faster and faster.

This article has shared five steps to building a winning sales team. Do you have something to add ?


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