Sales culture is something that’s often talked about but not always well understood. As someone who has worked in sales for many years, I can tell you that it’s an essential ingredient for any successful sales team.

If you’re looking to create a sales culture at your company, here are some things to keep in mind:

What is Sales Culture

A sales culture is a term used to describe an organization where the primary focus is on selling products or services. This type of culture typically exists within businesses that are sales-oriented, such as those in the retail or customer service industries.

In a sales culture, employees are typically encouraged to be outgoing and friendly in order to build relationships with customers and close sales. There is often a heavy emphasis on meeting quotas and generating revenue.

Some words that describe culture are:

A company culture could be defined as the attitudes, behaviors, and values of an organization. A competitive, goal-oriented, and transparent organization might characterize a sales team. There could also be social activities and events outside of the office that help build relationships.

A positive company culture is one that encourages productivity, and a happy workforce. A negative one can be characterized as a stressful, competitive, or boring place to work.

Your organization’s sales culture has a big impact on your salespeople’s productivity, how much they sell, and how long they stay with your company. Creating a positive and supportive sales culture can help your business succeed.

What makes a good sales culture?

Creating a positive, productive, and goal-oriented sales team takes effort from everyone. Each team member needs to understand the culture and agree that it’s beneficial.

A good sales culture should be one that is beneficial to everyone involved. A successful sales culture will bring out the best in your salespeople, and help them to be more successful.

That means that:

A good sales culture is one that is built on healthy competition, trust, and communication. It is a culture where the sales team works together to identify problems in the sales process and make adjustments as needed. The team should also be continually learning and developing their skills. Finally, accountability is important in a good sales culture, and compensation should be fair.

What does a toxic sales culture look like?

A bad company culture will lead to the exact opposite of a good sales team.

A negative work atmosphere can be defined by a high employee turnover rate, distrust, and individualistic behavior. Low motivation and unhealthy practices are also signs of a poisonous workplace.

A negative company culture can be very hard to change. Employees who join the company may be influenced by it, rather than work against it.

What is a high performance sales culture?

It’s important for sales reps to be able to keep up with their fast-paced, often cutthroat sales environments.

A high performance sales culture is one that sets clear expectations and goals for its sales team. This type of culture also demands execution and growth from its members. Furthermore, a high performance sales culture research strategies to improve its effectiveness, takes concise actions to achieve goals, and provides impactful feedback to help the team learn and grow.

A high performance sales culture is one that values teamwork, respect, and trust. This type of culture prevents competition and authority from becoming toxic or judgemental.

How to Build Sales Culture at a Startup

We spoke to some top sales professionals to get their advice on building a successful sales team.

1. Always empathize with the customer

According to the founder of startup, “Nile,” companies should focus on building their company culture around their customer base. He goes on to say that, “focus on the customers,” and “start building a culture centered around transparency and a dedication to the customer.”

Instead of wasting your valuable time trying to perfect your sales pitch, or looking for the next big growth hack, you should spend that time actually meeting with and talking to people. Take notes about what they say, and identify the questions they ask you the most. Then train your sales representatives on the best ways to answer those common customer queries.

Teach them how to listen to your prospects and empathize with them.

2. Thrive via Specialization

According to fundraising expert, Salvatore Salpietro, companies should focus on what they do best and specialize.

“The world needs ‘world class’ solutions to ‘inch wide’ problems. But instead, it’s full of ‘Jack of all Trades’ tools that do a little bit of everything.

Focus on a single product, and sell it better than anyone else.

3. Build a Brand Identity

As CEO of a startup, you should lead by example. Always follow through on your promises, and give your subordinates constructive feedback if they fail to do so.

She suggests starting with your vision and getting your sales team members on board. She claims that your team will have to sell your brand all day long.

They won’t get it right unless they do it with passion. Keep your brand in their mind.

When your customers dream about you, they will buy.

4. Build Company-Wide Self-Esteem

According to sales leader, Nate Neiburgall, it’s important to recognize employees.

Your team is doing great work — so let them know!

Be as transparent and available as you can with your company and employee phone numbers.

Everyone wants to know exactly how much the company is making and how their individual contributions are affecting that.

5. Have Fun With Your Sales Culture

According to sales guru, Michael Niebuhrall, startup companies should incorporate some element of fun into their team. He suggests that employers find opportunities for their employees to have fun that don’t have to do with work.

That can be as simply as taking a short walk to a coffee shop and having a chat with them.

6. Establish continous learning 

As President of Sales Training company, Cardone, Inc., Jarrod Glandt believes that continuous learning is the key to sales success.

No matter what position you hold at our company, everyone is required to go through the same training.

We spend 45 minutes training our agents and 20 more minutes studying independently. We want them to be experts on our products or services.

7. Forge Your Own Path

As a new business, you are likely following in the footsteps of a successful predecessor. However, be mindful of the unique path you are on.

Don’t give up! Keep trying until you find what works.

How to Scale Sales Culture As Your Brand Grows

Here are some ways to sustain a sales culture.

1. Have a leadership tone

As your company expands, it’s important to maintain the same culture and values you started with. This means keeping executives and other leaders dedicated to the company values and to the rest of your team. Remember that your brand’s culture is set by your top leaders and needs to permeate throughout your organization.

A business’ culture is shaped by its leaders, and that concept can’t be forgotten as your company expands.

2 Effective communication

As your company grows, it’s important to keep everyone on the same page. Clear, accessible, and effective communication is key to scaling your sales team.

Your employees are the backbone of your company. Make sure they can communicate with each other easily and uphold your core values.

Another way you can scale your sales team’s sales culture is by investing in companywide communications tools like Slack. This can help encourage team bonding outside of the office, which will lead to more cohesive sales teams.

3. Maintain a base with, relevant company specific-content.

Your ability to grow your business as you expand your team depends on your ability to effectively communicate your core values to your team.

One way to generate leads is by maintaining a central location of your company’s information.

4. Bring in the right people

As your company grows, understand that not everyone who works for you is the right fit for it. As your sales culture and processes evolve, some employees may not fit the new mold.

If a employee is consistently unwilling to participate in your sales culture, then it’s likely that they won’t be a good asset as you continue to grow.

What is positive sales culture?

A positive sales culture is one that is focused on the customer and the quality of the product or service being sold. It is a culture that is based on trust, respect, and integrity. A positive sales culture is one where employees are encouraged to be creative and innovative in their approach to selling.

Why is culture important in sales?

Culture is important in sales because it helps to create a shared understanding of the company’s goals and how they can be achieved. It also helps to build trust and rapport between salespeople and customers.

What is a sales oriented culture?

A sales oriented culture is a culture that is focused on selling products or services. This type of culture is often found in businesses that are customer-centric, such as retail stores or restaurants. In a sales oriented culture, employees are typically encouraged to be friendly and helpful to customers, and they may be given sales goals to meet.


A strong sales culture is essential for any successful sales team. It’s more than just hitting your numbers; it’s about developing relationships, providing value, and always putting the customer first. From there, you need to build systems and processes that support those goals.

And finally, you need to instill a sense of ownership and accountability in everyone on the team.When done right, sales cultures can be transformational for individuals and sales organizations. If you’re looking to create one at your company, keep these things in mind:

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Editors Note:

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Justin McGill
About Author: Justin McGill
This post was generated for LeadFuze and attributed to Justin McGill, the Founder of LeadFuze.