Industrial Automation Companies

Keys to Building High-Performance Sales Teams

Posted on July 11, 2023 by

Bryan Powrozek

Bryan Powrozek

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Sales TeamIn today’s competitive business landscape, building a high-performance sales team is crucial for driving revenue growth and achieving long-term success. However, assembling a top-notch team requires careful planning and execution. We sat down with Kirk Armstrong of Armstrong Sales Coaching to explore the key elements of building a high-performance sales team and offer insights on effective recruitment, training, motivation, and accountability strategies. 

Recruitment and Selection Process 

Identifying the Ideal Candidate

When building a sales team, it is essential to identify individuals who possess the qualities of a successful salesperson. Look for “mavericks” who are resilient, innovative, confident in asking tough questions, and motivated by financial incentives.  

Clear Job Description and Role Definition

Define the responsibilities and expectations of a salesperson in your organization. Clearly communicate the role and its significance to attract candidates who align with your company’s objectives.  

Comprehensive Screening Process

Develop a systematic approach to screen and evaluate candidates. Implement various assessments, such as interviews, role plays, and skill tests to identify top performers who possess the necessary sales skills and cultural fit.  

Effective Interviews and Selection

Conduct thorough interviews that delve into the candidate’s experience, motivations, and problem-solving abilities. Select individuals who not only have the required skills but also align with your company’s values and vision. 

Training and Development 

Onboarding and Orientation Program

Create a structured onboarding process to provide new hires with the necessary knowledge and resources to excel. Ensure they understand the company’s products, target market, sales strategies, and customer-centric approach.  

Ongoing Training

Offer continuous learning opportunities to keep your sales team up to date with industry trends, product developments, and sales techniques. Encourage participation in sales development training programs that enhance skills and increase effectiveness. “Studies show those that attend effective sales development trainings are on average 27% more effective than those that don’t,” says Armstrong. “Some studies have shown sales increases of 50%, 100%, 200% and more if they follow strong sales techniques, approaches and strategies on a consistent basis over time.” 

Individual Coaching and Mentoring

Provide personalized coaching and mentoring to help salespeople reach their goals and grow professionally. Regularly assess their performance, provide constructive feedback, and offer guidance to enhance their sales abilities. 

Motivation and Incentives  

Clear Sales Targets and Metrics

Establish measurable sales targets and key performance indicators (KPIs) to track individual and team progress. Clearly communicate expectations and provide regular feedback to ensure alignment and focus.  

Competitive Compensation Packages

Design compensation packages that motivate and reward high performance. Include competitive commission structures, bonuses, and incentives to encourage salespeople to exceed their targets.  

Recognition and Incentives

Create a positive work environment by recognizing and rewarding outstanding performance. Celebrate achievements publicly, provide incentives for surpassing goals, and foster a culture of recognition to motivate and retain top talent. 


Establishing Accountability Measures

Set up systems to monitor individual and team performance. Define key performance indicators (KPIs) and track progress regularly. This allows for timely intervention, identifying areas for improvement, and acknowledging success.  

Regular Performance Reviews

Conduct regular performance reviews to evaluate individual performance, provide constructive feedback, and set goals for improvement. Use these reviews as an opportunity to discuss challenges, offer support, and outline development plans.  

Consequences and Rewards

Implement consequences for poor performance, such as coaching or additional training, while rewarding outstanding performance with recognition and incentives. This ensures that accountability is taken seriously and fosters a results-oriented culture. 

Building a High-Performance Sales Team

Building a high-performance sales team requires strategic planning and attention to detail. By focusing on recruitment, training, motivation, and accountability, businesses can assemble a sales team that consistently achieves exceptional results. Remember, success lies not only in hiring the right individuals but also in providing them with the necessary tools, support, and environment to thrive.

Continue the Conversation 

Clayton & McKervey offers a variety of services to support businesses growth and profitability for industrial automation companies, manufacturers & distributors, and architecture & engineering firms. We are dedicated to helping closely held companies and their owners achieve the highest levels of success. Contact us today to learn more. 

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Bryan Powrozek

Senior Manager, Industrial Automation

As the leader of the firm's industrial automation group and host of The Sound of Automation podcast, Bryan helps owners free up cash flow and scale their businesses.

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