What separates an average sales team from a high-performing one?
It’s not just about chasing bigger numbers — it’s about creating a thriving sales culture where your team can do their best work. If you’re looking to improve sales performance, start by understanding what truly drives success, cutting out inefficiencies, and — most importantly — putting your people first. Because at the end of the day, sales is all about relationships — not just with your customers, but within your team as well.
Motivation is a key driver of success. But it doesn’t come from pressure alone. The best sales leaders know that real motivation comes from a sense of purpose, strong leadership, and growth opportunities.
When you take a human-centered approach to leadership, investing in their team’s abilities and fostering a culture of trust and support, performance naturally improves. Focus on building a resilient, engaged, and motivated team that is empowered to meet and exceed sales goals. Let’s break it all down.
What Is Sales Performance?
Sales performance measures how effectively your sales team achieves its goals — including hitting revenue targets, boosting customer satisfaction, or increasing market share. Strong sales performance is the foundation of business growth. When your team is efficient, they close more deals, strengthen customer relationships, and improve conversion rates — all while spending less time on tedious, time-consuming tasks.
But here’s the thing: sales performance isn’t just about the numbers. It’s also about team commitment and confidence. A sales team that’s well-trained, motivated, and equipped with the right tools will always outperform a team that’s overworked and underappreciated. Leadership plays a critical role in this. Sales leaders who provide a clear vision, support professional development, and create a culture where sales professionals can thrive make a tangible difference in long-term success.
Why Do Sales Teams Underperform?
When sales numbers aren’t where they should be, it’s easy to assume the team just isn’t trying hard enough. But in reality, underperformance is rarely about laziness or lack of effort — it’s usually a symptom of deeper issues. From clunky processes to outdated pricing models, several factors can make even the most skilled sales reps struggle to hit their sales targets. Let’s break down some of the biggest reasons sales teams underperform and, more importantly, how to fix them.
Inefficient Workflows and Business Processes
A great sales team can only go so far if they’re stuck navigating inefficient systems. Slow approval processes, excessive administrative work, and outdated tools can drain time and energy that should be spent closing deals. If reps are buried in manual data entry or bouncing between disconnected platforms, they’ll struggle to focus on what really matters: selling.
Wondering how to improve sales team efficiency? Streamline workflows with automation tools and CRM systems, integrate key sales and marketing systems, and ensure reps have a clear, repeatable process to follow. The less time they spend wrestling with inefficiencies, the more time they have to build relationships and close deals.
Outdated Pricing Strategies and Budgets
Price isn’t just a number; it’s a reflection of value, market demand, and competitive positioning. If your pricing strategy is outdated or misaligned with customer expectations, you’re making the sales process much harder than it needs to be. Too high, and you’ll lose potential buyers. Too low, and you risk devaluing your product or cutting into profitability.
Regularly review pricing structures to ensure they match market trends, competitor benchmarks, and customer willingness to pay. This also means giving your sales team the flexibility to tailor pricing models, discounts, or bundles in a way that makes sense for different buyer segments. When pricing is aligned with value and demand, closing deals becomes a whole lot easier.
Poor Customer Experience
Sales must do more than promote a product. Instead, they need to create trust, solve problems, and deliver a seamless experience. If prospects feel ignored, rushed, or like they’re just another number in a quota, they’re far less likely to convert.
A great customer experience starts with active listening and a consultative approach. Sales reps should focus on understanding pain points, offering relevant solutions, and ensuring a frictionless buying journey. Consistent follow-ups, personalized interactions, and transparency throughout the process all contribute to building long-term trust — and higher close rates.
Unhealthy Company Culture
Motivation isn’t just about commissions and bonuses. If the workplace culture is toxic, overly competitive, or lacks strong leadership, even the best reps will struggle to stay engaged. Sales teams thrive in an environment where leadership is supportive, the set goals are clear, and sales successes are recognized.
A strong company culture means encouraging collaboration over cutthroat competition, providing ongoing training and mentorship, and ensuring that leadership leads by example. When reps feel valued and empowered, their performance naturally improves.
Lack of Comprehensive Sales Enablement Support
Sales reps can’t sell effectively if they don’t have the right tools and resources. Without proper training, relevant sales collateral, or access to customer insights, even the most talented team will struggle to succeed.
Sales enablement should be a priority, not an afterthought. Equip reps with engaging pitch decks, case studies, and competitive insights to make their conversations more impactful. Offer regular training on objection handling, product updates, and industry trends. The better prepared your team is, the more confident they’ll be — and that confidence translates into more closed deals.
What Makes a Sales Team Successful?
A high-performing sales team isn’t built on luck — it’s built on strategy, collaboration, and a deep understanding of customer needs. While individual talent plays a role, long-term success comes from having the right processes, goals, and mindset in place. Whether you’re leading a small sales team or scaling a large operation, focusing on the right elements can mean the difference between struggling to hit quotas and consistently exceeding targets.
Sales and Marketing Alignment
Sales and marketing should feel like two sides of the same coin, not separate entities working in silos. When marketing and sales organizations collaborate effectively, magic happens: better lead generation, more consistent messaging, and a seamless buyer journey. Marketing teams create content and campaigns that attract the right audience, while sales use those insights to personalize their outreach and close deals faster.
To make this alignment a reality, encourage open communication, share data between teams, and hold regular check-ins. When sales and marketing are on the same page, everyone wins, especially your customers.
Consistent Processes
Think of your sales process as a well-oiled machine. When every cog is working in sync, you get smooth, repeatable success. Without a clear process, sales reps spend too much time reinventing the wheel with each deal.
Standardized workflows help eliminate confusion, speed up sales cycles, and improve close rates. From prospecting to closing, ensure everyone follows a structured yet flexible approach that adapts to customer needs. Tools like CRM automation can help streamline workflows, making it easier for reps to stay organized and focus on selling, not admin tasks.
Focus on Customer Experience
Great sales teams don’t just push products — they understand their customers inside and out. When reps take the time to learn about a prospect’s pain points, goals, and challenges, they can offer tailored solutions that truly add value.
A customer-first approach leads to stronger relationships, increased trust, and ultimately, more closed deals. This means listening more than you talk, asking insightful questions, and following up with meaningful interactions. Happy customers aren’t just one-time buyers — they become loyal advocates who bring in referrals and repeat business.
Performance Tracking
You can’t improve what you don’t measure. That’s why tracking performance is essential for a high-performing sales team. CRM systems, analytics tools, and sales dashboards provide real-time insights into key metrics like conversion rates, deal velocity, and pipeline health.
Tracking sales activities uses data to refine strategies, coach reps, and identify areas for growth. Regular team check-ins and one-on-one performance reviews ensure that everyone stays accountable and continuously improves. The more visibility you have into what’s working (and what’s not), the easier it is to fine-tune your sales strategy for long-term success.
How Sales Leaders Can Turn Underperformance Around
When a sales team struggles to hit its targets, leaders need to go beyond motivation and figure out what’s actually holding them back. The solution isn’t just about pushing harder — it’s about identifying inefficiencies, refining strategies, and giving reps the right tools to succeed. Here are three practical ways sales leaders can diagnose issues and improve performance.
Track the Right KPIs
Numbers don’t lie. If a team isn’t closing deals, sales leaders need to dig into key performance indicators (KPIs) to pinpoint where things are breaking down. Some of the most revealing KPIs include:
- Pipeline Health: Are there enough qualified leads in the funnel to meet sales goals?
- Win Rates by Stage: Where are deals falling apart? If reps lose most deals early, they may be targeting the wrong prospects. If they struggle at the final stages, the problem may be pricing or objections.
- Sales Cycle Length: Are deals taking too long to close? A slow cycle could mean reps aren’t creating urgency or following up effectively.
- Customer Retention Rate: If new customers churn quickly, it could signal that reps are overpromising or selling to the wrong audience.
By regularly reviewing these numbers, sales leaders can make data-driven decisions rather than relying on gut feelings.
Conduct Sales Audits, Not Just Pipeline Reviews
A full sales pipeline doesn’t mean much if the sales process itself is flawed. Beyond just tracking deals, sales leaders should conduct sales audits to assess how reps are handling conversations and whether they’re following a structured process. Some areas to examine include:
- Call and Meeting Effectiveness: Are reps asking strong discovery questions, actively listening, and setting clear next steps?
- Objection Handling: Do they confidently navigate pushback, or do they get stuck when a prospect hesitates?
- Sales Messaging: Are they communicating value effectively, or does the pitch need refinement?
Rather than just asking, “How did the call go?” sales leaders should push for specifics: What next step was agreed upon? What challenges were uncovered? How did the rep differentiate the product? These insights can guide coaching and training efforts.
Strengthen Sales Enablement Support
Even the most skilled sales reps can’t succeed without the right resources. Underperformance often isn’t a talent issue — it’s a lack of tools, training, and support. Leaders should ask themselves:
- Do reps have up-to-date sales collateral? If they’re working with outdated pitch decks or generic one-pagers, they may struggle to articulate value.
- Are they trained on competitive positioning? If reps are consistently losing to the same competitors, they may not have a strong enough differentiation strategy.
- Do they get ongoing coaching? One-off sales training isn’t enough — successful teams have continuous learning built into their culture.
Investing in better sales enablement — whether through updated materials, competitive intelligence, or skill development — ensures reps have what they need to succeed in every deal.
How to Improve Sales Team Performance by Putting People First
Develop a Shared Purpose and Objectives
A sales team that understands and aligns with a shared purpose is more engaged and committed to achieving success. When team members see how their individual efforts contribute to broader company objectives, they develop a stronger sense of ownership over their work. Reinforcing a common mission through regular communication, goal-setting, and recognition helps maintain motivation and alignment.
Encouraging sales reps to contribute their ideas and take part in shaping objectives fosters a greater sense of inclusion. When they feel heard and valued, they’re more likely to go the extra mile to contribute to team success. Regularly revisiting and reinforcing company objectives ensures that the team stays focused and engaged in achieving long-term results.
Foster Open Communication and Collaboration
Open communication is the foundation of a high-performing sales team. When sales reps feel comfortable sharing their challenges and successes, it fosters a culture of learning and collaboration. Encourage frequent team meetings where everyone has a chance to contribute ideas, ask questions, and offer insights on improving sales strategies.
Collaboration doesn’t just mean working within the sales team. It also means aligning with marketing, customer support, and other departments to ensure a seamless customer experience. Sales leaders should promote transparency and accessibility so that feedback flows freely across teams, ensuring that everyone is on the same page.
Build Trust and a Supportive Team Culture
Trust is a key driver of sales performance. A team that feels supported by both sales managers and colleagues is more likely to stay engaged, motivated, and committed to achieving sales goals. Leaders can build trust by being transparent, delivering on promises, and offering consistent support and coaching.
Encouraging a positive and supportive environment where failures are seen as learning opportunities rather than setbacks helps build resilience. Sales teams that operate in a culture of trust and accountability are more willing to take risks, innovate, and continuously improve their approach to sales.
Use Sales Incentives to Motivate Your Team
Well-structured incentive programs can significantly enhance sales performance. Financial rewards, bonuses, and commissions are common motivators, but non-monetary incentives like career growth opportunities, public recognition, and additional training can also be powerful drivers of motivation.
Leaders should take the time to understand what motivates each team member and tailor incentives accordingly. Recognizing both individual and team achievements fosters a culture of motivation and drives continued excellence.
Invest in Sales Training
Sales training and coaching should be an ongoing process, not a one-time event. Structured onboarding programs help new hires get up to speed quickly, while regular training sessions keep seasoned reps sharp and updated on industry trends.
Personalized coaching sessions allow sales leaders to identify strengths and areas for improvement on an individual level. Investing in leadership training and professional development ensures the team continues to grow and adapt to changing market conditions.
Help Your Team Sell for Impact
Customer expectations and behavior are outpacing most sales teams. B2B buyers spend less time with sales reps, especially when considering multiple options. This calls for a shift in sales strategies and new seller skills. Sales teams must now show expertise and use a value-based, customized approach to build lasting customer partnerships.
If you’re serious about improving sales performance, investing in your team’s skills and success is a game-changer. Want to inspire and elevate your teams? Help your team sell for impact.
