Ask 10 people what it takes to create an amazing sales team and you’ll likely get ten different answers. Most will say training and development, aggressive salespeople, experienced team members, a competitive commission structure, and strong managerial leadership.
All are important elements, but some aren’t ideal for every situation (e.g., aggressiveness) or business category. And none of them comes close to the all-important areas that impact sales teams most: “Those three areas are people, purpose, and technology,” says Anthony Goins, who has spent more than two decades training and leading sales teams for some of the most well known brands on the planet. He continues, “If you get those three areas right, the other stuff falls into place.”
When it comes to creating a best-in-class sales team—one that outpaces even the top competitors—research points squarely at people, structure, and technology as the key areas needed for sustained success. This comes as little surprise to Goins, who has led teams whose revenue goals exceeded $100 million. He says sales success begins with people and expands from there.