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9 Rules to Building Your Sales Culture

There’s a wonderful Dan Pink book called, ‘To Sell Is Human,’ in which he indicates that more than 40% of our professional time is spent selling.


This isn’t just a company’s products and services, but ideas, approaches, anything to solve a problem. Ask a sales professional what they want to do and they will say create value for their client. The ability to create value and the ability to sell are, and this should come as no surprise, inextricably linked. No matter what position you hold in a business.

Essentially all employees are selling in some capacity, even when they don’t think they are, which leads to this notion of a sales culture and its importance.

All business owners want to build a well-oiled revenue machine yet struggle to identify and/ or refuse to address the issues holding them back from this reality. Could it be your sales culture or lack thereof?

More and more organisations are finding it necessary to build upon their sales culture. They know they need to do a better job at selling in order to deal with increasing competition, fewer enquiries and commoditisation of their products and services. There is even more of an understanding that they need to be more proactive in bringing in business, cross-selling and up-selling.

The reason to evaluate sales teams is to learn the who, how and what. More specifically, your teams who, how and what? It's nice to want more of a sales culture but a morale-killer to ask people unsuitable or disinterested in the task to participate. Need another reason to evaluate; how about determining what can be realistic to expect for the sales group. Useful information, you can agree. And of course, training. What kind of help will your group need? What are the underlining weaknesses they have and what types of issues will they have difficulty overcoming? Who should be invested in and who should be in other roles/companies!

9 rules for developing your company’s sales culture:

  1. The culture won't change on its own.
  2. Leaders need to drive the change.
  3. Identify those who will participate first.
  4. Enact simple and basic expectations.
  5. Show your team how to do what they need to do to meet these expectations.
  6. Train your team with the necessary skills; providing some ability and confidence.
  7. Start coaching!
  8. You must seek outside expert advice.
  9. Finally, the culture won't change unless management holds everyone accountable.

Do you want to have a high-performance sales culture?

Do you want to have certainty around revenue within the pipeline?

It’s time to create your own well-oiled revenue machine with 2 steps:

  1. Visit our contact page
  2. Contact us for a personal consultation