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Strategies and Tactics to Revitalise Underperforming Sales Teams

Updated: May 6

In today's competitive business environment, the performance of sales teams is more critical than ever. However, even the most promising teams can experience periods of underperformance. Turning around an underperforming sales team requires a comprehensive approach that addresses both the symptoms and root causes of the decline. Here are strategies and tactics that leaders can employ to revitalise their sales teams and drive better results.

Improve sales team performance

1. Diagnose the Problem

Root Cause Analysis: Begin with a thorough analysis to understand the underlying issues. Is the team facing external challenges such as increased competition or market saturation, or are the problems internal, such as lack of motivation, inadequate training, or outdated sales strategies? Use performance data, team feedback, and market research to diagnose the issues accurately.

2. Set Clear, Achievable Goals

SMART Goals: Once you understand the challenges, set Specific, Measurable, Achievable, Relevant, and Time-bound (SMART) goals. Clear goals give your team a target to aim for and help measure progress over time. Ensure these goals are challenging yet achievable to motivate your team without overwhelming them.

3. Invest in Training and Development

Tailored Training Programs: Sales techniques and market dynamics evolve, so continuous learning is key. Assess skill gaps and provide tailored training programs focusing on areas like product knowledge, advanced sales techniques, customer relationship management, and technology tools. This investment can boost confidence and competence across the team.

4. Enhance Motivation and Engagement

Recognition and Rewards: Motivation can wane in teams that are struggling. Implement a system of recognition and rewards that celebrates both small wins and significant achievements. Consider both financial incentives and non-monetary rewards, such as public recognition, professional development opportunities, and career advancement paths.

5. Improve Sales Processes and Tools

Streamline Operations: Evaluate your current sales processes and tools. Are there inefficiencies or outdated practices that could be holding your team back? Implementing a customer relationship management (CRM) system, automating administrative tasks, and streamlining the sales funnel can free up time for your team to focus on selling.

6. Foster a Positive Team Culture

Build a Supportive Environment: A positive and supportive team culture can significantly impact performance. Encourage collaboration, open communication, and knowledge sharing among team members. Address any toxic behaviors or attitudes that could be undermining team morale and cohesion.

7. Lead by Example

Leadership Matters: As a leader, your attitude and behavior set the tone for the team. Display the work ethic, positivity, and resilience you expect to see in your team members. Being actively involved in sales efforts and demonstrating a hands-on approach can inspire and motivate your team.

8. Leverage Data and Analytics

Data-Driven Decision Making: In the modern sales landscape, data is invaluable. Utilise sales data and analytics to gain insights into customer behavior, sales performance, and market trends. This information can help you refine your sales strategy, target the right prospects, and make informed decisions about where to allocate resources for the best return on investment.

9. Enhance Communication and Feedback Loops

Open Lines of Communication: Regular communication is crucial for keeping your team aligned and focused. Hold regular meetings to discuss progress, obstacles, and strategies. Encourage feedback from your team members about what is working and what isn’t, and be open to making adjustments based on their insights. This can help in identifying issues early and fostering a sense of ownership and accountability among team members.

10. Re-evaluate and Adapt sales team Strategies

Flexibility and Adaptation: The sales environment is dynamic, and what works today may not work tomorrow. Be prepared to regularly review and adjust your sales strategies based on performance data and changing market conditions. Encouraging a culture of innovation and flexibility can help your team stay ahead of the curve.


Turning around an underperforming sales team is no small feat, but with the right strategies and tactics, it is entirely achievable. The key is to diagnose the problem accurately, set clear goals, invest in your team’s development, and continuously adapt to changing circumstances. By fostering a positive team culture, leveraging data, and leading by example, you can revitalise your sales team and set them on a path to sustained success. Remember, the transformation won’t happen overnight, but with persistence and a strategic approach, you can build a high-performing sales team that drives your business forward.

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