There are many great business books about creating a positive culture. The consistent standard of success includes a culture based on trust, respect and recognition. As a manager and leader, you are responsible for your team and their results. You can impact the culture of your team and your department. Culture lives in conversation. Culture happens in the daily moments among colleagues, in oral and written communications. You can observe your culture in daily and weekly interactions between your staff, customers, partners and others in your organization.

Sales enablement means getting the entire company to support the sales process, and celebrate wins by the entire company, not just the sales team.

Building trust is the foundational step to creating a plan for sales team motivation to maximize revenue. In my last article I shared ideas on changes in B2B selling and how sales leaders must understand individual motivations to successfully coach salespeople. With rapport and trust, sales leaders can motivate salespeople and improve sales results.

Owners of companies often ask me, ‘We have the best equipment and workflow, why can’t my sales team sell more?’

There are no easy answers to this question. Investing in an effective approach to motivate your sales team and create a company culture to support sales enablement can drive revenue growth.