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Building a Loyal Sales Team - by Rene Zamora

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    March 30, 2019 4:59 PM PDT

    Building a Loyal Sales Team

    by Rene Zamora

    A loyal sales team is required if you want to realize sustained success with the least amount of effort. To build a loyal sales team you might need to redefine how you view them. Be honest with me. When you think of your salespeople, do you think of them as a customer? Let’s say you do. Do you treat them like your favorite or least favorite customer? Viewing employees as customers has been fashionable for quite some time, but do you believe it’s true, and if you do, does your attitude and actions back up your claim?

    Customers get the benefit of the doubt, are granted extra patience, and they are appreciated. We’ll say, “Thank you for your business," each time we see them, which helps build loyalty. Do you regularly acknowledge your salespeople and thank them for their effort and results? Is your team afforded the benefit of the doubt or do you focus on what you doubt about them?

    LISTEN: Giving The Benefit of The Doubt Builds Loyalty (109 seconds) (scroll to the middle of the page)

    Customers do have responsibilities. They’re responsible for paying their bills on time, providing accurate information and displaying general business courtesy. Your salespeople have responsibilities as well. The bill they owe is their effort and results. Accurate information comes in the form of completed paperwork and data entry. Business courtesy is a must.

    Over the last 12 years, I’ve witnessed the difficulty many owners have with treating their salespeople like customers and consequentially have a team lacking loyalty. Holding the team responsible for what they owe seems more natural than providing appreciation, grace, and support for what they do and what they produce. It’s easy to understand what your customer expectations are, but what about your salespeople? Do you know what they expect or need from you?  You should ask them, but give them time to think about it. In a healthy customer-supplier relationship each party knows what is expected.

    When your salespeople experience being your best customer, they will go the extra mile and enjoy coming to work each day. Because it’s not just where they work anymore, it’s one of their favorite places to commit their time and energy. Your redefined customer perspective and interactions will be contributing to having a loyal sales team.

    Since 2006, Rene’s led 2500 sales meetings with self-motivated teams representing over 20 industry segments. What he discovered is too many business owners buy into motivational myths and don’t tap into what’s already there. Rene's company, Sales Manager Now has redefined sales management for small businesses and his book, Part-Time Sales Management tells all. Learn more about Sales Manager Now and Rene Zamora at

    This post was edited by Rebecca Hunt at March 30, 2019 5:08 PM PDT