5 Steps to Building a High-Performing Sales Team

It’s one thing to build a sales team, but creating a high-performing sales team is a whole different challenge.

It's not just about getting numbers in seats or hiring the most experienced salespeople—it’s about growing a team that’s consistently driven, motivated, and effective in hitting targets and bringing in results.

The harsh reality of the sales industry is that it’s known for its high turnover rate.

According to HubSpot , the average turnover rate for sales reps is 35%, nearly three times higher than the general workforce average. If that’s not concerning enough, consider this: the average salesperson stays in a role for just 18 months. So by the time you’ve invested in training and started seeing some traction, you might already be facing turnover, and the cycle begins again.

On top of that, the ever-changing economy and shifting buyer behaviours can create turbulence, even for the most seasoned sales teams. Sales managers often struggle to maintain consistency through these ups and downs, leading to frustration and missed targets.

So how do you break the cycle and build a sales team that not only survives but thrives?

Strengthen Your Hiring Process

One of the direct reasons sales teams struggle is because the hiring process simply isn't good enough.

It’s easy to be blown away by a great CV, years of experience, or an impressive sales presentation. But remember—salespeople are, by nature, skilled at selling themselves. This can sometimes mean they exaggerate their abilities or achievements, which can lead you to hire highly paid individuals who aren’t providing much return on investment.

To avoid this, focus on situational interviews that dig deeper into how candidates handle real-world scenarios. Ask questions that reveal their approach to relationship building, their level of preparation before meetings, and whether they’re willing to put in the hard background work—especially in the beginning. Look for signs of resilience, adaptability, and a willingness to learn.

And don’t overlook less experienced candidates who demonstrate these qualities; they might just turn out to be the high performers your team needs.

Adopt Better Management Skills

As a sales manager, you can’t afford to slack on the amount of energy and attention you give your team.

But let’s be clear—this doesn’t mean micromanaging .

Instead, it’s about providing true mentorship that supports your salespeople through market fluctuations and any challenges that come their way.

Effective management is about being present, offering guidance, and being a resource your team can rely on. This involves regular one-on-one meetings where you don’t just discuss numbers but also talk about their development, challenges they’re facing, and how they can improve.

Encourage continuous learning and create an environment where your team feels supported in both their successes and their failures. There are too many sales teams that could be succeeding way more than they are if they had a present, inspiring and genuine leader.

Rethink Your KPIs and Goals

Sales teams often struggle when goals are either too vague or too ambitious. But more than that, many sales managers mistakenly assume that strict KPIs alone will drive success.

If your team isn’t learning best practices or being thorough in their outreach, client understanding, and product knowledge, no amount of cold calls or booked meetings will lead to real results.

It’s time to rethink your KPIs and goals.

Yes, you need measurable targets, but these should be balanced with a focus on quality over quantity. Encourage your team to take the time to understand their clients, to tailor their pitches, and to build lasting relationships. Set goals that reward these behaviors, rather than just the number of calls made or meetings scheduled. When your team is equipped to engage deeply with prospects and clients, they’ll be far more effective—and your results will reflect that.

Invest in the Right Tools

In any sales environment, having the right tools can make all the difference. If your team is bogged down with outdated CRMs, clunky communication platforms, or manual processes, they’re not going to perform at their best.

Invest in modern sales tools and technologies that streamline workflows, provide valuable insights, and make the sales process more efficient. This might include advanced CRM systems, AI-driven analytics platforms, or automation tools that handle repetitive tasks, freeing up your team to focus on what they do best—selling.

Not only does this boost productivity, but it also demonstrates to your team that you’re committed to providing them with the resources they need to succeed.

Prioritise Collaboration AND CULTURE

Culture plays a massive role in the success of any sales team. As a sales manager, it’s your responsibility to create a culture of collaboration, where everyone feels valued and supported. But more importantly, you must be attentive in preventing toxic behaviours that can ruin team morale and performance.

The best advice for this? Lead by example.

If you want your team to work together, share ideas, and support one another, you need to model that behaviour yourself. Create an open environment where feedback is constructive and everyone feels comfortable voicing their opinions. Recognise and reward collaboration and teamwork, not just individual achievements.

And don’t tolerate toxic behaviour. Whether it’s negativity, backstabbing, or unfair competition—something that can be super prevalent in sales teams. These issues can spread like wildfire, demoralising your team and damaging performance. Be strict about maintaining a positive, supportive culture, and you’ll see your team not just hit their targets, but exceed them.

- Written by Lauren Whiteman