Your Complete Guide to Building an Effective Sales Team

October 19, 2022

A sales team is a group of people who work together to sell a product or service. A strong sales team is essential for any company that wants to grow and succeed. There are a few things you can do to build a strong sales team for your business.

By following this guide, you can build a strong sales team that will help your business expand and flourish. Read on.

The Goal of a Sales Team

A sales team's primary responsibility is to generate revenue for their company by meeting or exceeding their sales goals. This team is typically led by a sales manager and comprises other crucial sales roles. 

The sales team's success is essential to the company's growth, so they focus on acquiring new customers, maintaining client relationships, and boosting sales. Depending on the size of the company, a sales team can have a few members or hundreds with the following roles:

  • Sales manager: The sales manager is responsible for leading and coordinating the activities of the sales team. They set sales goals, develop sales plans, and oversee the team's performance.
  • Sales representative: Sales representatives are the frontline of the sales team. They are responsible for generating new leads and meeting with potential customers to close deals.
  • Sales analyst: Sales analysts provide data and insights to help the sales team improve their performance. They track sales metrics, analyze customer data, and provide reports to the sales manager.
  • Sales engineer: Sales engineers work with potential customers to understand their technical needs and match them with the features of the product. They may also provide training on how to use the product.
  • Customer success manager: Customer success managers work with customers after buying the product to ensure they are satisfied with it and using it effectively. They may provide support, training, and advice to customers.

Steps to Building Your Sales Team

1. Determine the sales force you want. 

You need to decide what kind of sales force you want before you start posting job openings. Do you want immediate sales or long-term relationships? Do you want them to focus on a specific product or service? Answering these questions will help you find the right employees.

2. Decide on your sales force’s size. 

The size of a company's sales team depends on the size of the business. A small business might only need one sales representative, while a large company might need hundreds of employees in different roles. The company's size and needs dictate the size of the sales force.

3. Be strategic in hiring. 

Hiring a sales manager should be your first priority when expanding your sales team. They will be responsible for training new sales reps and ensuring they are a good fit for the company. You can find suitable candidates for this position by looking internally, asking for referrals, or advertising with local colleges.


Building a sales team is critical to the success of any business. The sales team is responsible for generating revenue and driving growth. A successful sales team is built on a foundation of trust, respect, and communication. 

The team must be able to work together to achieve common goals. The team must be able to learn new skills and knowledge to be successful.

Do you need permanent sales placement? Turn to the Sales Group, a professional sales consultancy and outsourcing firm that provides sales advisory services to organizations throughout North America. Work with us.

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Donna Gliha, Chief Sales Officer / President

A proud nominee of the 29th Annual  RBC Canadian Women Entrepreneur Awards

Alyssa Huizenga
Director, Business Development

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