Why Bother with Team-Building for Sales?

August 4, 2021
Why Bother with Team-Building for Sales?

We often write with the assumption that our readers are invested in sales team-building. However, we realize that not everyone is on board with team-building activities.

You might think: if my sales team is made up of individuals based in their territories, do I really need to worry about team-building? And isn’t some competition between salespeople a good thing? Team-building activities are often so cliché–do they really make an impact? At CFS, we believe they do make an impact!

In today's remote world, team-building is more important than ever. Here are 3 reasons why you should invest time into team-building with your salespeople.

1. Sales Team-Building Enables Best Practice Sharing

This is probably the most obvious benefit of team-building in sales, but it’s not immediately apparent to some. Maybe you have an experienced sales team and you don’t think they really have much to learn.

As we speak with salespeople, though, regardless of their level of experience they’re almost always happy to learn best practices from their peers. They may not adopt everything they hear, but top performers are always looking for any edge they can get.

If they don't know each other well, your sales team is unlikely to speak up and share their best practices. Facilitating team-building activities and events can help you to develop a culture of sharing best practices. Check out our webinar on storytelling as a vehicle for knowledge transfer, where we discuss how to improve people's abilities to share best practices on a companywide scale.

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2. Sales Team-Building Lets Your Salespeople Leverage Each Other

One of the biggest benefits to a larger sales team is that someone on your team is likely going to be able to connect you to just about any prospect you identify. Have you ever tried this? If each person on the sales team identified 3 of the top people they wanted to meet, then shared them with the team, there’s a good chance at least one or two of those people would be a first or second-degree connection to someone on LinkedIn.

In addition to leveraging their teammates to help get introductions to prospects, salespeople on a high-performing team work together to help each other close deals. Maybe the prospect wants to hear from someone who has worked with a similar client or wants a little more technical expertise in an area where another team member is proficient. If the team is working well together, they can sell together.

Empowering Women in Sales featuring Dr. Jane Sojka – Let's Talk Sales
This podcast is a production of CFS.
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3. Team-Building Helps Your Sales Team Get Along with Other Teams

In many companies, the sales team is a bit of an island. They are often geographically separated from other teams, and they can be separated culturally as well. Because the sales team is separated, there can often be resentments and disconnects. Maybe the delivery team is frustrated because the sales team sometimes raises customer expectations higher than they’re comfortable with. Or maybe the marketing team is annoyed by last-minute requests.

With remote work, it's even more likely that sales teams are off doing their own thing. But by the same token, we can take advantage of virtual meetings to bring together people who might not normally connect otherwise, and have people of different teams gain insights about the positions of others.

Team-building activities that bring the sales team together with other departments can help break down those barriers. Intentionally forming smaller groups with people who don’t often work together can let people get to know each other in a fun and relaxing setting. And working together for a common goal (even if it’s just as simple as getting a trivia question correct) can help people get on the same page when they’re back to work.

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What’s your favorite sales team-building activity? I’d love to hear about it in the comments! Want to stay up to date with CFS? Follow us on Twitter @CFSPlayBook.


  • Rebecca Smith - Reply

    Great job on this post, Elizabeth! Love it!!

    • Elizabeth Frederick - Reply

      Thanks, Rebecca!

  • Mark Griffith - Reply

    Reading your blog was such an enjoyable experience! I hope I get to read more of your wonderful blogs!

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