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An unhealthy sales culture impacts your whole business. Not only are your salespeople unmotivated and unsupportive of each other, you spend too much time firefighting, with little to show for it.

Perhaps you're thinking 'things will get better', but the reality is, if your sales culture is poor things simply won't turn around by themselves. It takes effort, resources, and hard work from everyone within the business to make a change.

If it's feel like your sales culture could do with some improvement, this blog is for you. In it, we provide four key insights into how to turn your current culture around so everybody wins. Creating the right culture within your sales team is central to the continued success of any business.

When the culture is healthy engagement is high, everyone is improving and the results speak for themselves. If your culture isn't where it should be, here are some ways to rebuild the division.

Happy with where your organisation's sales culture is, but not the results? A successful sales strategy could improve results.

1. Create a safe environment for staff to raise issues and solutions

It's crucial to create a supportive environment where staff feel they can safely speak up. One way to approach this is by encouraging staff to speak to someone on the leadership team that they trust, or ask them to elect a representative they feel they can talk freely with. It's also worth considering giving staff the opportunity to provide feedback anonymously so you receive their unfiltered evaluations. Staff need to feel valued and listened to. Once this welcoming environment is developed, a healthy culture will follow. 

2. Tear down the silos

Find opportunities to bring people together across your organisation and watch the impact it has on team culture. By removing organisational barriers and encouraging an immersive approach of working together, individuals will learn from each other. This also helps to coordinate processes, plus share information, tools and resources across departments. The result is greater employee self-reflection and positive growth. 

3. Recruit the right people

This is not as easy as it sounds. High staff churn can be an indicator of poor culture, and not a good look for any company.

Implementing a strong recruitment strategy will not only help you find the best sales talent, but the sales talent that are the right fit for your business. It's important to ensure you're able to offer employees career growth, recognition, strong leadership and above all a good sales culture. This will help find and retain the best sales people.

4. Avoid the “growth above all” mind-set

Growth as a single purpose, will not benefit your business. In fact, it can have the opposite effect, taking over other primary values including, empathy, collaboration, and professionalism. Instead of growth simply for growth's sake, look for ways to help staff find purpose and satisfaction in their roles and growth will happen naturally from this. 

Building a winning sales culture takes time and effort, but the results are well worth it. When your company embodies the connection between its sales culture and the bottom line, everybody wins. To resolve a poor sales culture, start by looking for ways to help staff connect, create a safe, supportive environment, consider outsourcing as a new approach and change your mindset. Doing so will generate the culture and results you want while giving you more time to focus on other important aspects of the business.