How to improve sales performance for your team

By May 6, 2020 Sales

When you improve your sales performance, that is going to work better for the company, yourself and it is in itself a motivator for the sales team to keep pushing.

Sales Hacker’s Survey Report 2019, indicates there’s a wide gap between what sales leaders think will motivate their sales teams and what drives them in their day to day to duties.

Sales are vital to every organization like we have been saying before. The more the sales made, the better for the sales teams and managers alike.

To improve sales performance requires the manager to understand that it is not because of effort, in most cases. They’re working, just not focussed on selling alone – at least more than 20% of a salesperson’s time is spent on administrative tasks than selling.

“The sales profession moves faster than ever today. In the blink of an eye, new competitors emerge, products similar to yours are released, and before you know it, it’s a race to the bottom,” says John H. Dean on SellingPower.

According to Hubspot, 66% of salespeople are not reaching their quotas. So, if your team is underperforming, you are not alone. There is a way around it thankfully.

But first,

What is a Sales Performance?

This is basically what your team is doing to achieve the goals set in your sales strategy. It can be summarized as maximizing sales results while reducing the resources expended, and these can include anything from cost to effort to time.

Sales performance pyramid

Sales performance can be measured by the rate at which a salesperson increases revenue for the company. Therefore, improve sales performance and efficiency comes down to finding ways to become more efficient with your time.

There are numerous reasons why your team isn’t and here they are:

– Excessive performance pressure to exceed targets
– Inconsistent sales strategies and processes
– Random, poorly planned sales coaching and training sessions
– Poor route planning and scheduling
– Lack of communication from top to bottom
– Failing to establish sales activity priorities
– Resistance adapting to new and innovative sales tools and technologies
– Large amounts of turnover and constant change
– Lack of alignment and communication between sales, marketing, and operations.
– Evolving dynamics in the sales funnel
– Poorly established ideal customer profiles (ICP)
– Continuous distractions from outside and irrelevant sources
– Sales cultures that breed negativity.


And there is more, but we shall go on to look at how to do away with these to improve sales performance for your team and company.

Tips to improve sales performance levels

1. Lead, Don’t Manage

The sales team is only as good as its leader. A motivated and results-delivering leader will inspire those under him to step up their efforts.

Here are a few strategies to improve as a sales leader:

  • Practice active listening. During sales rep 1-on-1 or even team meetings, don’t do all the talking. Ask your team questions and repeat what they said to determine if you’re understanding their issue or question correctly.
  • Communicate your expectations. According to the Sales Benchmark Index, over 74% of sales managers admit they have poor communication skills. Talking to reps in person is often more effective than email messages. However, if you do communicate via email, keep messages short and bullet-point style, and limit your message to two action items.
  • Empower your team through the right tools. Invest in tools such as a sales CRM to assist with organization and productivity. 66% of sales leaders said their reps have continuous visibility into their performance — but 32.1% indicated that reps are only getting performance insight on a weekly or quarterly basis. Ensure that your reps have access to daily activity progress in your CRM.


2. Regular Training

It is clear sales managers are busy people, and will not be in the field all the time. This calls for regular training and revisions.

This will help the salespeople weed out irrelevant practices in their schedules and work plans. Also, many things change in every field and these can be properly addressed in these regular training sessions, aimed to improve sales efficiency.

In fact, companies who provide solid coaching to their team see a 16.7% growth in their annual revenue

This will throw more confidence out in the field to act with the utmost freedom after the training.

3. Say No to Pitch. Please Converse

The world at large is getting comfortable with robots and so is the sales game. A generic sales pitch can easily be viewed as a robotic approach to making sales. And it is highly discouraged.

If the goal is to maximize sales, the approach is to have conversations. Here, rapport and relationships will be created and this will increase the volume of sales, in turn improving sales efficiency.

Switch your mind into talking about customers daily needs, wants and solutions and you can easily introduce in your products as a solution to all his needs thus it be much easier for the sales representative by focusing on the benefits of using his or her product as long as a customer sees that indeed your product can be a solution thus a representative will be able to increase the volume of sales if a deal is closed.

According to Wendy Weiss, known as The Queen of Cold Calling, “salespeople sometimes think it means they should talk at someone, but that’s not an effective way to communicate. A good pitch is one where you ask questions, listen to the prospect, and offer them a solution to a problem.”

4. Have Uniformity

Create a seamless sales process for the entire team to encourage uniformity in how you can go about your business. You can build an effective sales process by mapping out sales stages in your sales CRM.

A simplified sales process to improve sales efficiency

  • Prospecting. Reps find and identify leads who are the right fit for your product or service.
  • Qualified. Reps determine prospect information, such as key decision-makers and budget. If the prospect is qualified, the rep pitches the product or service.
  • Quote. Reps present prices and terms and conditions to the prospect. Negotiation may be required.
  • Closure. Reps put their final agreement with the prospect into writing and wait for the approval.
  • Won/Lost. If the deal was won, reps hand the new customer over to account management. If the deal was lost, reps should determine the reasons why and how they can improve.

5. Use Technology

Yes, even salespeople need technology. Many parts of the sales process are becoming automated, thus quicker and easier for your salespeople to complete.

One quick realization is that Salespeople need CRM.

The key to bringing technology into your sales team’s efforts is to ensure it works seamlessly with the tools and systems your team already has set in place.

Also key is to always be on the lookout for the latest developments to ensure your team continues to be as productive and efficient as possible.

When time is money, your sales team must find effective CRM strategies to work more efficiently and boost productivity.

Enter Customer Relationship Management (CRM). Fortunately, CRM performs data analytics to map patterns and predicament trends, line up leads, improve efficiency, and track customers. And given that salespeople have been collecting information about their clients, it helps streamline the entire sales cycle.

The most difficult part of integrating sales with CRM is deciding to adopt CRM. Going forth, it is a smooth ride. Salespeople often see CRM as another tool, as more work and just another way for their bosses to keep track of their work.

Time-consuming tasks such as order processing and preparing quotes are automated. A steady flow of new prospects filters into the pipeline, increasing time spent selling, and arming sales reps with the info they need to close a higher percentage of deals.

6. Understand Your Sales Team’s Differences

Though many successful salespeople have similar personality traits, including Drive, recognize that does make everyone a carbon copy of each other.

Your salespeople will have different personalities, learning styles, and coaching preferences. And that is very okay. So, be sure you do not treat and coach everyone the same way.

Instead, take each individual’s unique personalities into account and adjust your management strategy accordingly. This will increase the chances of each of your salespeople performing to their full potential.

If you are looking for assistance in better understanding your salespeople’s personalities or preferences, consider using an assessment, like The Production Builder™, which is designed to give you coaching and mentoring guidance, based on each salesperson’s unique personality profile.

7. Establish A Good Company Culture

Company culture can play a large role in the success of your sales organization. How exactly? It’s simple—the values you instill in your employees and throughout your company will reflect and come across in every sales conversation.

Many of today’s workers place a lot of sentiment and work determinant on the culture and environment around a particular organization. Ultimately, you need to show that you value every prospect and customer interaction and that your end goal is the same—finding the right solution for them.

You can employ the following to improve the culture of your organization:

  • Flexibility. This can be flexibility in scheduling, in the location they work from, or even the way their office is set up.
  • Professional development. People are looking at how to advance in their careers, and are looking at opportunities that will help them develop and grow. Determination will push the team to improve sales performance.
  • Reputation. Reputation is important not only within your industry but also when it comes to being a socially responsible company. Make sure your company is donating, volunteering, and practicing sustainability.

Other powerful sales management strategies to improve company culture include:

  • Creating a positive physical and social environment
  • Celebrating employee achievements
  • Showing appreciation for salespeople regularly
  • Organizing events and competitions to keep salespeople engaged and excited about coming to work.

8. Encourage competition

A little racing never hurt anyone. It should be a motivator to come out on top.

Here’s how you can make this possible:

  1. Define a clear goal – Depending on what it is, whether you want to improve customer service, increase sales volume, or simply survive a seasonal slump, you must first clearly communicate the objective of your content to your sales team.
  2. Keep it simple – Try to focus on one goal during your competition. Also, make sure the rules are easy-to-understand so your salespeople can easily participate.
  3. Have fun. Chances are most of your salespeople have a natural Competitiveness. Encourage friendly banter around the competition to make it more fun and interesting. All you are doing is tailored towards building the company and yourself – ensure to enjoy all of it. A less suffocating environment is bound to help your team improve sales performance.

Keep hype up about the competition by posting news and sending out updates via email.

Whoever ends up winning the competition, be sure to recognize and reward them for their accomplishment.



Sales are done by humans with help from technology. The two need to work hand-in-hand if the sales manager is going to steer the team to improve sales performance. The better the results, the sweeter the rewards for the company, manager, and team.

MonkeyPesa CRM is a platform built to integrate several departments in one tool. Sales, Marketing, Customer support, and accounting Data seamlessly communicate to make the experience better for everyone in the organization.

You can contact us on or by a phone call or WhatsApp +256757537658

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