In today's competitive business landscape, creating a standout sales culture is more important than ever, not just for attracting top talent but retaining your star salespeople too.

The sales function has traditionally experienced high turnover compared to other departments within an organisation, with massive salary competition leading top talent to jump from role to role frequently. To investigate what was causing such high levels of workforce turnover, we carried out the largest ever study of white-collar workers, surveying 70,000 individuals around the world.

In our Talent Trends 2023 report, globally, 90% of respondents working in sales reported they were open to new job opportunities. The uncertain economic landscape hasn’t dampened this appetite: indeed, 45% of salespeople were more likely to look for a new job when the economy is performing poorly.

What more can your business do to combat this movement? In this article, we’re going to explore the key strategies and practices that can help you build a sales culture that drives outstanding results and reduce your turnover rates.

1. Define and communicate clear expectations

A standout sales culture begins with a clear definition of what success looks like. Set specific, measurable, and attainable goals for your sales team, both individually and collectively. By communicating these expectations effectively, you align everyone toward a common purpose, ensuring everyone understands their role in achieving sales objectives.

2. Develop strong leadership

Effective sales leaders play a pivotal role in shaping a standout sales culture as they can inspire and motivate others and lead by example. Invest in developing strong leadership skills among your sales managers, providing them with the tools and training necessary to guide their own teams.

3. Nurture continuous learning and development

Creating a standout sales culture involves nurturing a learning mindset within your team. Encourage ongoing professional development by offering training programs, workshops, and mentorship opportunities wherever possible. This will equip your salespeople with the latest industry knowledge, sales techniques, and tools that will enhance their capabilities. By investing in their growth, you’re also investing in the growth of your business and are demonstrating your commitment to your employee's success.

4. Foster collaboration and teamwork

Sales is a team sport, so fostering collaboration is crucial. Encourage open communication and knowledge sharing amongst your team, as well as cross-functional collaboration within the wider business. A good way to do this is by hosting regular team-building activities or team meetings which can further enhance camaraderie and build a sense of unity.

5. Reward and recognition

Recognising and rewarding the achievements of your sales team is essential to building a standout sales culture. Celebrate those important milestones, acknowledge exceptional performance, and reward outstanding contributions as much as possible. A good tip is to implement a comprehensive recognition and rewards program that is transparent, fair, and aligned with your organisational values. It’s also important to encourage peer-to-peer recognition too so it’s not always coming from the top, down. By appreciating the hard work and dedication of your sales team, you reinforce a culture of excellence and motivate others to strive for success.

6. Embrace a customer-centric approach

A standout sales culture prioritises the needs and satisfaction of customers above all else. Encourage your sales team to adopt a customer-centric mindset, focusing on building long-term relationships rather than short-term gains. Invest in understanding customer needs, providing personalised solutions, and delivering exceptional service. By consistently exceeding customer expectations, your sales team becomes a trusted partner and sets the foundation for long-term success.

7. Emphasise accountability and transparency

Accountability is another critical component. Establish clear performance metrics, track progress, and hold individuals accountable for their results. Transparent communication of performance data, both positive and negative, allows for course correction and improvement. When everyone understands how their contributions impact the overall success of the team, a culture of ownership and responsibility is nurtured.

What’s next?

Building a standout sales culture requires a strategic and holistic approach that aligns with your organisational goals and values. Remember, a standout sales culture is an investment that pays off in terms of increased sales, satisfied customers, and long-term business success.

Next, we want to share our expert advice on how to build a diverse sales team. With an industry-leading commitment to diversity, Michael Page Sales has the tech, experience, and broad networks to help businesses find diverse sales talent.

To start hiring today, please get in touch with the team.

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