Building a Sales Team That Delivers

When it comes to building a great sales team, many companies say they value strong sales talent—but their actions tell a different story.  

Too often, we see organizations treat sales as a cost center rather than a growth engine, underinvesting in the team and failing to build a culture that attracts top performers.

But the reality is clear: companies with strong sales teams and great cultures consistently outperform the rest.

Why Many Sales Teams Struggle

When you dig deeper, the root issue isn’t the talent—it’s the treatment. Salespeople who are underpaid, undervalued, or disrespected won’t stick around. They’ll leave for a company that treats them with dignity.

If you're serious about building a high-performing sales team, here are some foundational strategies:

1. Make the Right Hire: Testing for Fit

Successful salespeople often share key traits – intelligence, emotional resilience, creativity, and a healthy ego. But how do you assess those traits objectively?

Here are four assessments leading companies use to improve hiring accuracy:

• Hogan Psychometric Assessments: Predicts job performance by evaluating personality, values, and cognitive traits.

• Core Values Assessment: Identifies beliefs and principles that influence decision-making and alignment with company culture.

• EQI Assessment: Measures emotional intelligence – crucial for sales roles that require relationship-building.

• Wonderlic Assessment: Tests reasoning, problem-solving, and general aptitude.

Over time, companies that use these tools build a profile of the attributes shared by their best salespeople—and use that as a benchmark in future hiring.

2. Budget for Turnover

The average turnover rate in sales is 35%—nearly three times the rate in other fields. In some companies, it’s even higher.  

Turnover is a reality, but strategic planning can minimize its impact. Top companies budget for it and make hiring an ongoing effort, not a last-minute scramble.

3. Compensation Drives Culture

A strong sales team deserves a clear and fair compensation plan.  

Confusion around comp plans is a huge red flag. If your team can’t quickly explain how they earn money, morale and performance will suffer. Transparency breeds trust and trust breeds results.

4. Training and Development

Salespeople don’t just need onboarding, they need continuous development. Sales training increases retention and helps your team close deals faster. It also reinforces a strong, aligned culture where expectations are clear.

5. Recognition and Celebration

Sales contests work – because salespeople tend to love recognition. The best companies celebrate their sales teams regularly with incentives like trips, dinners, and awards. They recognize not only the highest revenue earners but also those who bring in the most new customers or have the highest win rates.

Building a Strong Team is Worth the Effort

Creating a high-performing sales team takes time, investment, and intentional culture-building. But the ROI speaks for itself: better retention, higher sales, and a company reputation that attracts top talent.

Need Help Growing a Sales Team That Performs?

At The Bridger Group, we specialize in helping companies hire the right salespeople and build cultures that support success. Schedule a call to learn how we can help your business grow through better hiring.

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