When your sales team is divided on relationship-building, bridging the gap requires clear communication and alignment. As an executive and sales coach, I focus on understanding both perspectives—those prioritising short-term wins and those invested in long-term relationships. I emphasise that both approaches are valuable and should work in tandem. By promoting collaboration, pairing team members with complementary strengths, and fostering a growth mindset, I help them appreciate diverse strategies. Setting unified goals that balance short- and long-term success, and recognising both efforts, ensures everyone works together for overall team success.

To unite a divided sales team on relationship-building, facilitating open dialogues is a must. Creating a safe space for team members to express their perspectives fosters understanding and collaboration. Highlighting the value of relationship-building through real-world data and success stories can help the team recognize its impact on sales outcomes. Implementing peer-to-peer coaching lets top performers mentor others, which naturally spreads best practices. Refocusing on shared goals like exceeding quotas ensures alignment and minimizes differences. Tailoring personalized coaching plans and celebrating small wins together boosts morale and reinforces team unity around relationship-building.