Ask any sales leader whether they want to build a high-performing team, and the immediate answer will be “Yes.” But what are the specific best practices that support this goal? Here are three that we have seen in organizations that are thriving in 2021.

First and foremost, create clarity about the salesperson’s role. A simple and effective way to begin to do this is to invest a little time in a KARE analysis. Is the role you are looking at primarily responsible for KEEPING existing customers, for ACQUIRING new customers, for RECAPTURING customers who have been lost, or for EXPANDING business within a current account? These are four very different priorities, and a written job description should clearly identify for you and for the sales professional exactly what the expectations are for the role in question.

Next, identify the high performers on your current team. Taking the role you have just identified into account, ask yourself these questions: Who would you most want to hold on to? Who would you replicate if you had the power to do that? Who would you most want to serve as a role model to other sales professionals in your organization?

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