A great sales team does more than just bring in revenue; they bring an energy that can lift the entire company. When they’re on a roll, the buzz is contagious. But when they’re struggling, that feeling can drag everyone down, too. The difference between those two scenarios isn’t luck. It’s the result of intentionally building a team designed to win.
Assembling a group of sales superstars is a craft. It involves finding the right personalities, giving them the right motivation, and clearing the path for them to do what they do best.
If you want to build a sales department that doesn’t just hit targets but sets a new standard, these seven strategies will give you the blueprint.
1. Know Exactly Who You’re Hiring
Before you even think about posting a job opening, you need a crystal-clear picture of the person who will thrive in your specific environment. “Five years of experience” is a lazy metric. Instead, map out the DNA of your ideal salesperson.
Are they a patient consultant for a long sales cycle or a high-energy closer for quick transactions? Do they need to be a technical whiz or a master storyteller? Creating this detailed avatar will act as your north star, making every interview and hiring decision sharper and more effective.
2. Hire for Attitude and Aptitude
Don’t get blinded by a perfect-looking resume. Some of the most gifted salespeople come from backgrounds in bartending, teaching, or customer support since they have mastered empathy, resilience, and the art of conversation. You can always teach someone your sales process. What you can’t easily teach is raw drive, genuine curiosity, and the coachability to get better every single day. Look for potential, not just polish.
3. Get the Compensation Right
Let’s talk about money. A well-designed compensation plan is a powerful tool for motivation. The most effective plans usually blend a solid base salary with an uncapped commission structure.
The base provides a level of security which allows your reps to build real relationships instead of frantically chasing every lead to make rent. The commission, on the other hand, directly rewards over-performance and gives your A-players the upside they crave. It’s about creating a system that says, “We’ve got your back, now go be great.”
4. Make Coaching a Constant Habit
A weekend sales conference might create a temporary spark, but lasting improvement comes from consistent coaching. Your team needs a coach, not an occasional lecturer. This means making practical training part of your weekly rhythm. Run regular sessions to role-play tough objections. Listen to call recordings together to identify what worked and what didn’t. This creates a culture of continuous improvement where feedback is seen as a gift, not a criticism.
Nothing kills a salesperson’s momentum faster than wrestling with software that feels like it was designed in 1998. Your team should be spending their time building rapport and solving customer problems, not getting lost in a sea of admin work.
Give them a clean CRM, easy-to-use communication apps, and anything else that removes friction from their day. If you notice your reps are masters at opening doors but struggle to finalize deals, you can even get help closing leads from remote workers who specialize in this type of work, freeing your team to focus on what they do best.
6. Build a “We” Culture, Not a “Me” Culture
Sales has a reputation for being a cutthroat, lone-wolf profession, but the highest-performing teams operate more like a sports team. They collaborate. When a teammate is in a slump, do others offer help, or do they circle? Create spaces, like a dedicated Slack channel, where people can share wins, ask for advice on a tricky deal, and celebrate each other’s successes. When you foster an environment where everyone genuinely wants to see their colleagues succeed, the entire team rises.
Building an exceptional sales team is a long-term play, not a quick fix. It’s a continuous cycle of finding great people, investing in their growth, and creating an environment where they feel supported and motivated.
By committing to these strategies, you’re not just building a department that hits its numbers; you’re building a sustainable engine for growth and a core part of your company’s winning culture.
