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How to Build a Positive Sales Culture

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What if all your salespeople were as productive as your superstars? Many sales leaders simply think that some salespeople are not naturals and cannot reach the rockstar level of their more talented teammates. This isn’t true – a positive sales culture that focuses on mentorship and collaboration can increase productivity across the board.

The numbers back this up. Research from the International Coach Federation highlights that organisations with a strong coaching culture report 65% of their staff are highly motivated. Imagine how much more your team could sell if two-thirds or more were highly motivated.

Transform Your Team with a Coaching Culture

sales culture

An effective coaching environment starts with leaders enhancing their communication, fostering accountability, and setting a positive example for the entire team. When the team members follow this example, you’ll have a positive and collaborative sales culture. Imagine how much more productive your sales team would be if everyone was pulling together, rather than simply focusing on hitting individual quotas.

Identify Where Your Sales Culture Wants Improvement

Hone in on the specific problems in your sales culture so you and your sales coach can quickly fix them. Here are the most common problem areas and the specific issues that I see when working with underperforming sales teams:

  • Lack Of Real Cooperation Teams rarely share best practices or support each other in achieving goals, leading to isolated efforts rather than the unified success brought by continued cooperation.
  • Poor Communication: Poor communication between people and roles creates a lack of understanding.
  • Low Accountability: An unwillingness by team members to hold themselves accountable or to be held accountable by their colleagues.
  • Insufficient Recognition: Rare acknowledgment or celebration of successes and contributions by each individual leads to decreased motivation and enthusiasm.
  • Limited Development: Few opportunities for continuous learning and professional growth hinder progress and innovation.

Developing A Lasting Coaching Culture

We’ve already talked about looking for signs that your sales culture wants improvement and about engaging a proven leadership coach like Mike Irving of ABA. So what comes next? How do you take what you’re learning and use it to change your sales team’s culture?

Here’s a few tips for not only changing your sales culture but ensuring the new culture lasts.

Incorporate Coaching Into Daily Routines

For coaching to have a significant and permanent impact, it’s best if leaders turn what they’ve learned into work habits. Here’s a few things you can do every day with your sales team:

  • Start the day with a team meeting. Make sure each member of the team has acknowledged themselves for what they’ve done and hold yourself accountable for any mistakes. 
  • Make sure you’re teaching a sales skill to your team, even if it’s something small, every day.
  • Every time you communicate with a team member, listen carefully and ask questions to be sure you completely understand their needs.

Monitor And Evaluate Progress

It’s important to continuously track the impact of coaching on your team. Pay close attention to whether team members are holding themselves accountable and communicating well. Regular check-ins with your business coach can help keep progress on track and identify any necessary adjustments.

Adjust Strategies

Regularly consult with your leadership coach to refine your approach and ensure it’s aligned with developing the sales culture that you want. Flexibility is key to maintaining momentum and addressing new opportunities or obstacles.

Showcase Success With Real-World Examples

Explore how other companies have significantly improved their sales culture through ABA’s tailored training programs:

Achieving 300% Growth: Amy Bliefnick’s Success Story

Amy Bliefnick, managing director of 511 West, achieved remarkable success by working with Advanced Business Abilities. In just 12 months, Amy tripled her cash flow and acquired 10 new clients that perfectly fit her ideal client profile. She created a growing client waiting list and reduced her debt by 60%, a feat she initially thought would take five years. By raising her rates and eliminating discounted or free work, Amy significantly increased her sales revenue. The personalised coaching from Mike Irving helped her develop assertiveness and effective sales strategies, leading to sustained business growth.

400% Sales Increase: Amanda Kerr’s Transformation

Amanda Kerr, director and owner of Capricorn Real Estate, transformed her sales performance through Advanced Business Abilities’ coaching. Initially selling three houses a year, Amanda quickly achieved the same number in just three months after starting with ABA. By deepening client relationships and effectively communicating the value of her services, she now commands the prices she deserves. The coaching helped her handle larger volumes of high-value work with ease, leading to significant business expansion and staff growth. Amanda’s confidence and assertiveness in sales presentations, cultivated through tailored coaching, have driven her remarkable success.

Sustain Momentum With Ongoing External Coaching

Creating a positive sales culture is a big achievement. Take the opportunity to celebrate this with your entire team. While creating a positive sales culture in the first place is the most challenging part, it’s important to maintain and further develop this positive environment.

It’s best to continue working with the leadership coach who helped you implement this positive culture in the first place. After all, they’re familiar with you and your team members. Not only is it a good idea for sales leaders to continue working with a leadership guide like Mike Irving, it’s also a great idea for all team members to meet with him. This ensures that everyone on the team maintains a commitment to reaching their individual potential, which’ll improve the performance of the entire team.

Book a Free Consultation with Expert Coach Mike Irving

Take the first step towards enhancing your sales team’s performance and morale by booking a discovery session with Mike Irving. This initial consultation will provide valuable insights into how external coaching can specifically benefit your organisation and help you and your team members realise your potential.

If you’d like to make a business case to your management to get them to approve an investment in business coaching, it’s a good idea to focus on its proven ROI. Here’s one stat you can throw out there: Executive coaching has been shown to deliver a 788% ROI, according to Metrix Global.     

Book your free discovery session with Mike Irving of ABA today and transform your sales culture.

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