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How To Increase Salespeople Retention Time

In this sales training for SaaS companies, digital start-ups, and entrepreneurs you will discover how to increase salespeople retention time and how to reduce sales team churn rate so that you cut HR costs and get more sales.

Written By Matthias Kaufhold  |  updated March 19, 2024   |   minutes remaining  |  Employee Development, Human Resources, Leadership, Sales, Sales Team  |  0 Comments  

Get ready to learn now how to increase sales team retention and how to reduce sales churn with these 10 proven strategies for retaining top sales talents, so that you can cut HR costs, grow your business, and position your company ahead of the competition, all without worrying anymore at night about how to motivate B2B sales teams.

Welcome my ambitious Sales Friend!

If you are in B2B SaaS sales, selling software, online services, or consulting as a CEO, Sales manager or Marketing VP, Head of HR, or as the responsible entrepreneur/founder themself, - this training session is just for you.

Today, here in the Sales Boss Gym we train your management and leadership muscles to support you in saving your business and learn how to apply this easy-to-follow 10-step strategy so that you understand how to increase salespeople retention time and save a lot of money. And you will need them.

Let's face the Facts


Did you know that the average retention time of sales development representatives (SDRs) is between 18-21 months?

That is still shocking, despite it’s not a new notice. These numbers apply especially to tech companies. The uncountable open vacancies and newly entering startups make it not really better for hiring companies.

The average ramp-up time of a B2B SaaS Sales Rep selling high-ticket is between 8 and 12 months on average.

Now let's put both numbers side by side. What is your conclusion?

Yes, that's right. And this is the dilemma. You pay the typical SDR the monthly base salary of an average of 18 or 21 months. That's their average time working for you. Some SDRs do longer, some less. But they do make you some money just in the last 10 months. Before they leave or get fired.

How is it freaking possible that tech companies are still in business, especially startups and scaleups? Well, this is only possible because of your insanely high margin in the SaaS or online service business.

Did you calculate your average ramp-up costs for your salespeople? It's not really fun.

And now imagine all the time and investments you can avoid, not spending in constantly hiring new salespeople. Imagine all the time and effort you must invest to constantly onboard the new-hires because you frequently lose your best talents. You see, if your company is like the vast majority in the business, you never operate with a perfectly established team. Well, and of course you can't break sales records without a top sales team. The KPIs will tell you where you currently stand.

It makes me sick to my stomach just thinking about all the money companies like yours probably leave on the table. Month for month. Year after year. Until.... yes, until they make drastic changes in their sales teams, and that's where we'll start today to train how to reduce sales team churn rate. But hey, that's why we're here. Here in the Sales Gym.

And as always, if you're new here, in the Sales Boss Gym Training sessions you'll not only get to know the most effective problem killers, i.e. WHAT to do in each case, but we'll also give you a step-by-step blueprint to help you along the way you also know HOW to solve the respective problem. We're not holding anything back here. Your time should be well invested. And who knows, maybe we'll get to know each other better at some point or even work together. You never know.

Today, we will repeat some basics like the importance of goal setting; however, we will also discuss how to avoid pitfalls that are easy to overlook and how to motivate and support your salespeople without scaring them away by applying too much pressure, ...everything to answer the question you have in mind, how to increase your salespeople retention time. you will achieve it not by luck, but with this easy-to-follow 10-step strategy you're about to discover right now.

Let’s start your new Sales Boss Gym training session for companies and let’s have some fun!


We all know that finding the most talented salespeople can be a real challenge. Be happy when you've found one and even more when they accept your offer. But what's even more challenging is keeping them on board for the long haul and understanding how to reduce sales team churn rate.

Salespeople are known for their high turnover rate, and it can be frustrating and costly to constantly recruit and train new team members.

This is especially true for young people from Generation Z. They have completely different values and fundamentally different interests and views on what their lives should look like. So, lifelong membership and loyalty to a company are definitely not on top of their wish list. But you have probably already heard this before or even experienced it yourself in your company. And that’s why you need a clear plan to keep your salespeople on board and the best proven strategies for retaining top sales talents.

Just check the enormous amount of the latest vacancies for B2B SaaS sales positions on LinkedIn or other job platforms. This should shake you and keep you awake at night. The competition in the SaaS niche is still rising and AI can replace salespeople in the future (okay, at least not the best ones).

This is one of the reasons I’m here, inviting you to join with your sales team at my Sales Boss Gym to ensure, that you have only those great and professional salespeople and high-ticket closers who will survive and thrive even in this dramatically changing market.

Weights in Gym

But that's no reason to bury your head in the sand. You will see today that there is a solution for that too.

I’m pretty sure, that we can improve together your sales because otherwise we would not meet right now and go through this training together. Happy and proud you’re here.

Today we're diving into how you can increase your salespeople retention time. We'll cover this Easy-To-Follow 10-Step Strategy and lessons that will not only answer the question of how to increase your salespeople retention time but also help you to create a supportive and engaging environment that keeps your top performers happy and motivated. So, grab your notepad, because you will discover tips that are about to revolutionize the way you manage your sales team if you apply them. Let’s start with the first lesson.

1. Set Clear Goals

As a seasoned manager or entrepreneur, you got it that’s a necessity to know how to reduce sales team churn rate and that’s not by accident but with proven strategies for retaining your best salespeople. Any company of any size needs systems, according to their needs and current stage, to automate processes and to achieve structures to free up time to get to it focus on the main drivers and KPIs. One of them is without any doubt your beloved sales team. Knowing how to motivate B2B salespeople is good. But not enough. And you know it. So, …let’s talk about ‘execution’.

Executing proven strategies for retaining top sales talents is one step further, another level. This is an even more direct impact. But reaching the Boss level as a manager or business leader is developing a winning combination of both. Here we go.

Amid the hustle and bustle of daily operations, one powerful strategy stands out: setting clear and compelling goals. Let’s delve deeper into this essential approach and explore how it can transform your sales team’s performance.


One of the key strategies to understand how to increase salespeople retention time is by setting clear goals for your sales team. When employees have a clear understanding of what is expected from them and what they need to achieve, it provides them with a sense of direction and purpose. This clarity helps them stay motivated and focused on their targets.

Use The Power of Clarity

Imagine you want to strengthen your back muscles. But maybe also the shoulders. Perhaps, because you feel the weight of your responsibility there. So, you decide to go to a fitness center, or if you're already a member, change your fitness program.

In the fitness center, you see a ton of equipment that you haven't used yet. Now you're standing there and doubts arise. Your goal is to strengthen your back and your shoulders too. You want to start right away, but you don't want to do the wrong exercises and waste a lot of time. Or even harm you. So, what do you need?

A plan. A step-by-step blueprint to effectively achieve your desired goal. Of course, a personal coach would be the best solution, by far. We can talk about it.

Similarly, sales professionals need a plan and direction to thrive. When you define crystal-clear goals, you provide them with a crystal-clear action plan.

Here’s how Clarity impacts your Team
Motivation Amplified

Clarity fuels motivation. When salespeople know precisely what’s expected of them, they feel a sense of purpose. Their daily efforts become more intentional, leading to increased productivity and job satisfaction, which often has a positive impact on the rest of the team.

Focus Sharpened

Ever witnessed a salesperson juggling multiple tasks, unsure which one truly matters? Clear goals eliminate this confusion. Sales reps can channel their energy toward achieving specific outcomes, whether it’s closing deals, expanding client relationships, or hitting revenue targets.

“It is our daily responsibility, like any other businessman or manager, to add reminders to our calendar so that internal meetings and other ancillary tasks do not distract us from our core tasks. I also plead guilty. But don't tell anyone.”

The 3 Action Steps for more Clarity in your Team
step 1

Communicate Goals

Communicate these goals effectively with your team so that everyone is on the same page. Regularly review progress towards these goals and provide feedback along the way. The same here. Clear communication ahead makes life easier for everybody.

step 2

Schedule Team Meetings

Schedule regular team meetings to share news and present any news that is affecting all of your sales team. Write down everything important that was discussed. Have one team member keep meeting minutes. Over time, everyone gets a turn as a note-taker.

step 3

Schedule 1-on-1 Meetings

Schedule regular 1-on-1s with your salespeople to review and discuss their goals, desires, challenges, and performance individually. Ask clear questions to get clear answers. Give them clear advice and tasks to get clear results. Written agreements make life easier and bring more clarity for both parties.

As the responsible manager, you will review each minute before sending it to all participants promptly after the meeting or uploading it to a secure folder to which all team members have access. Nobody likes to fall behind because of missing information or wants to face disadvantages that are not their fault.

Although it takes some time, it is an essential success factor when it comes to professional and clear communication. It helps enormously to avoid misunderstandings or even arguments. In plain English: neatly kept meeting minutes can save your ass (sorry for the strong language, eh, no, …not sorry, hey, we’re in a gym, in a sales gym, and among ourselves, just two ambitious businessmen, going through training. I guess we should be able to handle that.) After all, that was also part of the topic, also a form of clear communication. Okay, let’s go on.

Any communication ahead shows that you are well organized and that you respect their time. Remember, that humans learn more by observing and modeling role models and not primarily through studying content. Leaders create leaders.

"What you do has far greater impact than what you say."

Stephen Covey // Author & Educator

Clear communication of goals also includes clear and transparent communication about when and how they will be measured, analyzed, and evaluated. Prepare these meetings well and announce them well in advance to avoid stress and postponements for both parties.

Of course, this not only applies to internal communication and communicating clear goals but also to external communication with potential customers.

More Sales Meetings?

Do you want to go deeper into that with your sales team so that you can arrange more meetings with badass CEOs and charismatic business leaders?

Click the button and get your 1-on-1 advice.

But first, let's finish our training here, okay? Perfecto.

Only for goals where the status quo and the salesperson's performance are evaluated at regular and not-too-long intervals can correctively measures or support be implemented early and on time.

Craft SMART Goals

To set clear goals, make sure they are specific, measurable, accepted, reasonable, and time-bound (SMART). For example, instead of saying "increase sales," set a goal like "increase monthly sales by 10% within the next quarter." This gives your sales team a clear target to work towards. That sounds logical, but believe me, in the stressful everyday lives of busy managers, clear communication of goals is too often lost. Not because they don't know better, but like so many things in everyday life, it gets lost because we are driven by stress.


Remember the acronym S.M.A.R.T.: Specific, Measurable, Attainable, Relevant, and Time-bound. Let’s break down each element:

Specific 1

Avoid vague statements like “improve sales.” Instead, be precise. For instance, set a goal to “increase monthly sales by 10% within the next quarter.” Specificity empowers your team to visualize success.

Measurable 2

Numbers matter. Quantify your goals. Whether it’s revenue, customer acquisitions, or conversion rates, measurable targets provide a yardstick for progress.

Accepted 3

Ambitious goals inspire, but unrealistic ones demoralize. Consider your team’s capabilities, resources, and market conditions. Aim high, but keep it achievable.

Reasonable 4

Align goals with your organization’s overall vision. If your company aims to expand into new markets, sales goals should reflect that aspiration and be reasonable/realistic.

Time-bound 5

Deadlines create urgency. “By the end of Q3” or “within six months” injects a sense of purpose. Time-bound goals prevent procrastination.

Managers and team leaders who slip up here quickly find themselves dealing with a sales team that can feel a lack of trust and insecurity. And this is a great example of why is essential to know how to increase salespeople retention time. And knowing how to motivate B2B salespeople is one of the most powerful elements of proven strategies for retaining your best salespeople.

In case of a high churn rate, team leadership is difficult at all levels and is not easy to fix. And if you know me already, you heard me saying, that B2B sales is tough, but B2B SaaS sales is the champions league. And if you want not only to survive but to dominate in your competitive market, well, I bet you love to have solid and battle-tested systems in place in your business. But here is a trap. You still need a well-trained sales team able to communicate and negotiate at a Boss level.

You’re here and serious about growing your business? Awesome.

Let’s talk and see how you not only increase your salespeople retention time but also learn how you can profit from applying my blueprint known from the 7-Step ‘B2B SaaS Sales Boss Mastery’ program so that you close more deals and make more money.
Just copy & paste the following phrase and send it to the email address below.

"Hi Matthias, yes, I want more sales and am open to discovering new options. Please send me more details about the 7-Step ‘B2B SaaS Sales Boss Mastery’ program.
Thank you.

Best regards,
(your first name)"


I’m happy to send you the details.

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Setting clear goals not only improves performance but also helps retain talented individuals who value growth opportunities and personal development within an organization in a professional environment.

Now you know, that you actually only need to ensure two things to set clear goals:

  • clear and binding communication of the goals, both verbally and in writing
  • application of SMART goals

Now, you’re ready to start the second lesson, learning more about the importance of appreciation.

Remember, you actually only need to ensure two things to set clear goals: 
•clear and binding communication of the goals, both verbally and in writing
•application of SMART goals

Now, you’re ready to start the second lesson, learning more about the importance of appreciation.

2. Appreciate Your Sales Team

Appreciating your sales team is essential to know how to increase your salespeople retention time. When employees feel valued and recognized for their hard work, this helps to build a solid connection so that your salespeople identify themselves with your business and therefore they are more likely to stay with the company.

‘Honor to whom honor is due.’ Yes, again, in the B2B Sales biz, we’re all busy and are suffering from ‘task overload’. But still, that’s not an excuse to forget to recognize and celebrate the success. And I’m not just referring to the big wins like closing the next high-ticket deal.

Yes, again, it takes a lot of energy to develop, set up, and manage a system based on proven strategies for retaining top sales talents. But it’s worth the effort. Keeping your best-performing sales starts can easily cut your recruiting costs in half or more.

Remind yourself to not only focus on what to improve but also on where new little goals were accomplished, a new skill developed, or a new promising-looking sales pitch created. But this is exactly the reason why we train together this easy-to-follow 10-step strategy so that you have a proven system in place.

Despite putting myself in danger of making enemies now, I think sales manager can safely spare their sales team from the annoying boiler room-like hitting the gong for every closed sale, especially if the managers do not differentiate between won deals by inbound or outbound salespeople.

At least for serious high-ticket sales professionals and consultants, it is now just an embarrassing relic from the last century from the time of the ‘Wolf of Wall Street’ and slimy sales tricks.

But if you want to be on the safe side, ask your sales team what they think of the idea with the gong. But also ask in the individual discussions what the individual thinks about it, whether they think it fits with the desired corporate culture, and more importantly, whether they feel comfortable with it.

It should also be noted that this can be perceived and evaluated very differently from country to country, from culture to culture. This is certainly worth taking into account, especially for global sales teams.

I understand that certain rituals and customs are important to create a sense of community and reflect the company culture. I'm a fan of that too. But it has to be right, and not just for the company leaders, but also for the employees. Whether you like it or not, employees make up a very important part of the company culture and are therefore a crucial support and can even develop into ambassadors.

If you've just found your way here, you've probably guessed by now that we don't want to waste time with wannabes here, and your time either. That’s why we dive deep here and flex our sales and manager muscles. Did I forget to tell you that’s called Sales Boss Gym for a reason?

Just think about being in a fitness gym, you quickly identify the wannabes because they spend more time admiring themselves in the mirror than doing the damn exercises and achieving visible results. Fun fact: the mirror is primarily there to help you carry out your exercises correctly and safely. Just by the way, for those who stand in front of the mirrored wall in the gym and block your view.

Group Coaching

Instead of hitting the gong or running around offering free high-fives in the office (while the rest of the busy sales pros are cold calling or preparing their final sales presentation to close the deal), do celebrate achievements when milestones are reached to reinforce the importance of meeting targets in a save and appropriate moment and environment and not for false and selfish reasons whenever you think it’s your best time, and, ...intentionally or not, this puts you at the center of attention and not the great performing salesperson.

So, maybe you ask yourself right now, so good so fine, but how to handle this?

A great leader knows when to lead the team and when to get everyone's attention. But the excellent leader also knows when the moment is to give the team or a team member the place of attention, secured without unwanted surprises and overwhelming anyone while staying in the background themselves.

The goal is primarily to motivate your salespeople, not to make you feel good because you remember to praise your employees.

Therefore, ask openly, in trusting conversations, what is important to your employee. What helps them feel comfortable that they have a professional work environment? Approach it carefully and gradually find out in several conversations what motivates him/her and what type of person he is when it comes to recognition and praise.

Don't be fooled by the confident and strong charisma of some salespeople. This does not automatically mean that they have a strong ego or are greedy for loud and public recognition.

Often the exact opposite is the case. Very successful salespeople with healthy self-esteem in particular would rather avoid unasked-for and public exposure of themselves (of course, the same also applies to managers).

Giving someone honest praise requires opening yourself up. When we open up, we instinctively feel vulnerable. This instinct is still within us. Giving praise isn't rocket science, we think. But strong managers in particular often have doubts about what praise is appropriate and in what dosage. And that is completely understandable. It's even good to have doubts or at least to think seriously beforehand. This shows that praising is seen as a very important act. And that's right.

The majority of how you deal with praise and recognition depends on your cultural background, your upbringing, and of course your own personality. Some find it easier, some are true champions, and others just need a little practice and confidence. It's not for nothing that there are entire seminars for managers and HR professionals on exactly this topic.

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“To increase your salespeople retention time show that you are an excellent manager with a high level of empathy and are able to praise and lead your employees individually.

I know it's hard work, but it's definitely worth the effort. Your employees will thank you, be loyal to you, and have your back, especially in difficult moments or times. Think like a Sales Boss Creator, act like a Sales Boss Creator, and create the next Sales Bosses.”

Next, you can find some proven strategies for retaining your best salespeople and see how to increase sales team retention and how to reduce sales churn, without worrying about how to motivate B2B sales teams, because THIS will make your beloved salesforce happy.

Below you can find a selection of some strategic steps you can implement to show appreciation to your Sales Team.

The 5 Strategic  Steps for more Appreciation in your  Team

Step 1: Recognize Achievements

Take the time to acknowledge and celebrate individual and team accomplishments. Whether it's reaching a sales target or closing a significant deal, publicly recognize their efforts within the company in meetings, newsletters, or personal messages. Choose the appropriate medium according to their preferences so that your salespeople feel comfortable and well-respected.

Step 2: Provide Feedback & Constructive Criticism

Regularly provide feedback on performance, highlighting both strengths and areas for improvement (other people call it 'weaknesses', but I do not like it). This shows that you care about their professional growth and want them to succeed.

Step 3: Provide Marketing Support

Support your salespeople with marketing tools for internal communication (for easier learning from trainings, and meetings) and for external communication (charts, infographics, and other visuals to send to customers).

Step 4: Offer Growth Opportunities

Invest in training programs or workshops that help enhance their skills and knowledge in sales techniques, customer relationship management, or other relevant areas. Providing these growth opportunities shows your commitment to their development.

Step 5: Create a positive Work Environment

Foster a positive culture where collaboration, teamwork, and open communication are encouraged. Encourage employees to share ideas, opinions, and concerns without fear of judgment or reprisal.

Remember that appreciation should be genuine and consistent throughout the year rather than limited to specific occasions like Employee Appreciation Day or annual reviews. By making appreciation an integral part of your company culture, you will not only increase retention but also boost morale and motivation among your sales team members.

Now that we have discussed the importance of appreciating your sales team let's move on to the third strategy - providing ongoing training & development.

3. Provide Ongoing Training & Development

One of the best strategies needed to understand how to increase salespeople retention time is to provide ongoing training and development opportunities. This not only helps your sales team stay up-to-date with industry trends and techniques, but it also shows that you are invested in their growth and success and have hired them for the long run, which answers the other burning question of ambitious business leaders or sales managers, ‘how to reduce sales team churn rate’.

matthias kaufhold

Do you have a developed training plan in your company as part of detailed personnel development? Do you know the budget for employee development for this fiscal year?

These are questions to which you as CEO, CFO, or Head of HR should know the answer without having to look through the documents.

We've already touched on this briefly, but now let's delve deeper into the topic because it's so important.

Consider implementing regular training sessions, workshops, or online courses (if you couldn't answer the two questions above with a 'Hell yes!') that focus on enhancing their sales skills and knowledge. These necessary measures could cover topics such as effective communication, negotiation tactics, relationship building, product knowledge, or customer service.

I know you are passionate about your products and services. Yes, your salespeople must know them from the inside out. But remember that doing B2B sales the right way has left years ago the product/offer selling approach. Instead, help your salesforce to focus on selling the desired outcome of the prospects and not your products and features.

Again. The client is in the spotlight. Let your salespeople make all about the prospects and their businesses. It’s not about you. Therefore, often it’s just time to step back. Ensure, that you provide the necessary training and information about your products and services, and leave the majority of time for their training sessions about relationship building, consultation, positioning, and serving businesses. Giving your salespeople space is a great way to know how to increase sales team retention.

It always surprises me how many companies (and hey, I'm talking about multi-million and even billion-dollar companies) still focus largely on product training when it comes to employee training. Yes, I know from my own experience. Selling software and digital services is absolutely challenging. Especially when they are high-ticket products that you present completely remotely to experienced top managers at the executive level on a global level. You can't fool them.

For years I have worked with and for multi-million and billion-dollar companies from the USA and Europe. Technological development is progressing rapidly in SaaS. Constantly growing new and growing competition. Constantly new legal regulations present us with challenges, especially in international business.

I know, it can be pretty overwhelming. Nevertheless, we must not fall into the trap of getting lost in the depths of product training and thus miss the quiet and almost inconspicuous development of selling.
In the SaaS and digital service industry, you offer your customers highly technical solutions. So, your sales professionals have to be technically at the top of their game. But not at the expense of regular sales training.

So what now? 

Sales Power Suplement,

In addition to formal training programs, you can encourage your sales team to seek out learning opportunities on their own. Provide them with resources and supplements like books, podcasts, or webinars that can further expand their expertise. Creating a culture of continuous learning will motivate your team members to develop new skills and stay engaged in their roles and an established methodology for how to reduce sales churn.

However, a far more effective method is to work with an external sales trainer who is an expert in B2B SaaS sales. When choosing, however, make sure that the external trainer can adapt his sales training to your needs as much as possible so that it can be implemented directly by your salespeople and immediately increase your sales. Otherwise, it is not a profitable investment but a waste of money and time. Right or wrong? What are your thoughts about it?

Personal Trainer

Having sales resources as supplements is useful, but as the name says already, it works supplemental. Having a dedicated personal trainer takes your sales representatives’ performance to another level. And that’s why I’m a strong believer in having a personalized program from a personal trainer who takes care of your desired best outcome. It must include a customized plan for sales training supplements, and it must be possible to integrate it flawlessly into your company’s employee development strategy so that your sales team reaches BOSS Level and you make much more money grow as a leader, and earn well-deserved respect.

Let's talk about how you can integrate my proven training program into your training concept in a meaningful and results-oriented way, without having to take away your valuable time and resources to reinvent the wheel yourself. How does that sound to you?

Also, remember to regularly assess the effectiveness of your training initiatives. Seek feedback from your sales team to understand what areas they feel they need further support in. Adjust your training programs accordingly to ensure they address any specific challenges or gaps identified by your team.

By investing in ongoing training and development for your sales team, you demonstrate a commitment to their professional growth while also equipping them with the tools they need for success. This can significantly improve their job satisfaction and increase retention rates within your organization.
This is an effective approach how to motivate B2B salespeople, which is an essential part of proven strategies for retaining top sales talents. At the same time, it is a very well-functioning form of appreciation for your employees and also helps your company build a positive brand image or underline your already existing good reputation.

Did you know that?

More than 77% of successful B2B sales teams want better sales training as one of their top needs.
Support your Salespeople and schedule a Free discovery call to tell me more about your current situation and where you want to be 6 or 12 months from now.

Let’s have a chat to see how we can help them together to close more deals, earn more money, and grow your company. I'll pay for your coffee.

4. Offer Incentives & Rewards

Feeling like you want to keep your sales team around for the long haul? Thinking about how to increase your salespeople retention time?

Well, incentivize them! Offering incentives and rewards is a working method how to increase sales team retention. Sales professionals are often driven by competition and recognition, so providing tangible rewards can motivate them to stay with your company. At the same time, you can see how to reduce sales team churn rate.

Consider implementing a commission-based compensation plan that rewards top performers with higher commissions or bonuses. This not only incentivizes your sales team to work harder but also creates a sense of fairness and healthy competition among team members.

If you haven’t already, consider implementing a commission-based compensation plan that rewards top performers with higher commissions or bonuses. This not only incentivizes your sales team to work harder but also creates a sense of fairness and healthy competition among team members.

In addition to monetary incentives, you can also offer non-monetary rewards such as gift cards, paid time off, or company-sponsored outings. These perks not only show appreciation for their hard work but also help create a positive work environment that fosters loyalty and engagement. And having them engaged most of the time, is a remarkable accomplishment. Good job, my business friend! On top of it, it does you a favor. It rescues you from sleepless nights ruminating again and again on how to reduce sales team churn rate. An engaged team is almost 100 percent probability proof that you know how to motivate B2B sales teams.

It's important to regularly assess the effectiveness of your incentive programs and make adjustments as needed. Seek feedback from your sales team on what motivates them most and tailor your incentives accordingly. Remember, what works for one person may not work for another, so offering a variety of options ensures everyone feels valued.

By offering meaningful incentives and rewards, you can significantly improve your chances of how to increase sales team retention rates while keeping motivation levels high within your team. And meaningful must mean meaningful in the eyes of your sales reps, and not from the point of your company.

How to motivate B2B salespeople? Not sure about the answer? Feeling lost with your thoughts in your (home) office?

If you don't have a clue as to what motivates your team, there's an easy way to find out. Just ask. Ask your sales reps what inspirations they love. What motivates you to go the extra mile? It should be an honest recognition of the achievement.

This is one of the most important tasks of managers. As already discussed, many people inherently find it difficult to praise other people honestly. Not necessarily because they fear that the person being praised will then put their feet up and perform less as a result. That would be entirely wrong. Because that's total BS. Exactly the opposite is the case.

“Leadership is something you earn, something you’re chosen for. You can’t come in yelling, ‘I’m your leader!’ If it happens, it’s because the other guys respect you.”

Ben Roethlisberger // Pittsburgh Steelers quarterback

That is my experience. Both as a sales representative back in the day and on the other hand as a manager. Nothing is more demotivating than incompetent managers who do not give big importance to (honestly) praising and recognizing performance. In my opinion, they are directly disqualifying themselves.

But on the other hand, it is so fulfilling to experience when managers master and apply the art of praise and honest appreciation. When do you know that it worked? When both the person being praised and the person praising feel very comfortable, when it feels natural, and when both sides leave the conversation feeling elated. This is always a working option how to reduce sales churn.

Recognition and appreciation do not have to depend on the achievement of milestones. Now and then, show your sales team that it is important, that they are the crucial support of the entire company, and that you are glad that they exist. It can be that simple sometimes.

Now that we've covered the importance of offering incentives and rewards, let's explore another key factor in increasing salespeople retention time - highlighting career advancement opportunities. Let's start our fifth strategy in the following chapter.

5. Highlight Career Advancement Opportunities

One of the key elements of proven strategies for retaining your best salespeople is providing them with a clear path to career advancement. Sales professionals are often motivated by the opportunity to grow and advance within their careers, so highlighting these opportunities can help how to increase sales team retention.

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The 6 Elements of Career Advancement Opportunities

step 1

1. Create a Career Development Plan

Work with each member of your sales team to create an individualized plan for their career growth. This plan should outline specific goals, skill development areas, and potential promotion paths within the company.

step 2

2. Provide ongoing Training & Mentorship:

Offer regular training sessions and mentorship programs that focus on developing skills necessary for higher-level positions. This not only helps your salespeople acquire new skills but also shows that you value their professional growth.

step 3

3. Promote from within

Whenever possible, promote employees also internally rather than hiring only externally to get new impulses and fresh ideas. This sends a message to your sales team that there are real opportunities for growth within the company.

step 5

5. Recognize and reward Achievements

Celebrate accomplishments and recognize exceptional performance within your sales team. Consider implementing a reward system tied to milestones or targets achieved, such as bonuses or special recognition events.

step 4

4. Offer stretch Assignments

Assign challenging projects or responsibilities that push your salespeople outside of their comfort zones. These experiences allow them to develop new skills and demonstrate their ability to take on more responsibility.

step 6

6. Equal Opportunities

Make sure that the sales team has equal opportunities for success, earnings, and further career options depending on their qualifications and performance. This is particularly important to consider if you have an inbound and outbound team.

Highlighting career advancement opportunities is not only a forceful possibility how to motivate B2B sales teams but also fosters loyalty by showing them that you're investing in their long-term success. In addition, it’s always supporting how to reduce sales team churn rate.

Halftime! We have already completed 5 out of 10 training sessions. Well done! After we last talked about highlighting internal career opportunities, I have chosen ‘Empowering’ as the next logical step for you today. Let’s go!

6. Make Sure They’re Empowered

Welcome to today’s sixth training session. Empowering your sales team is crucial when asking how to increase your salespeople retention time. When employees feel empowered, they are more motivated, engaged, and committed to their work. Here are a few strategies to ensure that your salespeople feel empowered and that you are not concerned anymore about how to motivate B2B salespeople.

Grab your pen to take some notes, and be ready because here comes the next easy-to-follow to empower your sales team. Which of the following 6 points did you apply already? What is missing and would make the most sense to start with from today on?

The 6 Action Steps to get an empowered Sales Team

step 1

Trust and Delegate

Give your sales team the autonomy to make decisions and take ownership of their work. Trusting them with responsibilities shows that you have confidence in their abilities and allows them to showcase their skills.

step 2

Provide Resources

Equip your salespeople with the necessary tools, technology, and resources they need to succeed. This can include CRM systems, training materials, product knowledge databases, or even mentorship programs.

step 3

Encourage Collaboration

Foster an environment where collaboration is encouraged among team members. This can be done through regular team meetings, brainstorming sessions, or creating platforms for sharing best practices and success stories.

step 4

Recognize Achievement

As discussed, celebrate the accomplishments of your sales team regularly by acknowledging individual achievements publicly or providing incentives for meeting targets. Recognition boosts morale and motivates individuals to continue performing at a high level.

step 5

Offer Growth Opportunities

Provide opportunities for career growth within the organization so that salespeople have something to strive for beyond just hitting quotas. This could involve promotions, additional responsibilities, or professional development programs.

step 6

Champion Roles

Identify the top performers and their specialties. Offer them a champion role within the team regarding their strength (cold calling, Salesforce.com, mentoring new hires, designing outstanding sales presentations, etc.). All of your team should be offered a role. This not only empowers them but also helps internal interactions between the team while you can delegate some of the low-level tasks that are not management or leadership-related.

By implementing these proven strategies for retaining top sales talents and empowering all your sales team members, you'll create an environment where they feel valued and supported in their roles. Empowered employees are more likely to stay with a company long-term because they feel satisfied with their work and see potential for personal growth. And that’s your way how to increase sales team retention.

And remember. Great, long-term teamwork based on trust and sharing the same values cannot be achieved overnight. It requires careful planning in advance and lots of careful discussions with your team members. On top of it, you can check-mark your task on how to reduce sales team churn rate.

Take this learning before starting the seventh strategy, ‘Enhance Communication’.

“Transparent communication and an honest interest in the opinion of your salespeople is half the battle to build an empowered sales team.”

Matthias Kaufhold // Founder, Sales Boss Gym.com

7. Enhance Communication

As mentioned already in the first chapter, effective communication is key to fostering a positive and productive work environment. Now we discuss more in-depth how to apply this strategy to your sales team to get more ideas about how to increase salespeople retention time and how to reduce sales team churn rate. When you enhance communication within your team, you can boost morale, improve collaboration, and ultimately understand How to motivate B2B sales teams.

Here are some more proven strategies for retaining your best salespeople and enhancing communication.

The 4 Enhanced-Communication Strategies for your Sales Team

Step 1: Encourage open & transparent Communication

Create a culture where everyone feels comfortable expressing their thoughts and ideas. Encourage open dialogue during team meetings and provide opportunities for individual feedback.

Step 2: Implement regular check-ins

Regularly scheduled one-on-one meetings with each member of your sales team can help build rapport and address any concerns or challenges they may be facing. Use these check-ins as an opportunity to provide guidance, offer support, and celebrate achievements.

Step 3: Utilize technology tools

Take advantage of technology tools such as instant messaging platforms or project management software to facilitate real-time collaboration and streamline communication within the team.

Step 4: Foster active Listening

Encourage active listening skills among your sales team members by promoting empathy, understanding, and valuing different perspectives. Actively listen when someone is speaking without interrupting or dismissing their ideas.

By enhancing communication within your sales team, you create an environment that promotes engagement, teamwork, and a sense of belonging. This will not only help retain talented individuals but also contribute to the overall success of your sales organization.

Coming from ‘enhance communication’, in the next chapter, we investigate another option to get to know how to increase your salespeople retention time. Let’s talk about culture at work.

8. Foster Healthy Workplace Culture

Hold on for a second and listen carefully. I know you do because otherwise, you would not stick with me for a long our Sales Boss Gym today. Be proud of yourself for being that persevering. This alone separates you from 95% of the rest of the managers, business leaders, or consultants in the same positions and roles.

Okay, we’re back. Let’s start with the 8th of the 10 strategies of today’s training session. Read the headline of this chapter and think about it for a second. The workplace and its entire culture have changed forever. Well, that is not really a secret, but nevertheless, it's fundamentally important for this chapter. Ask yourself. What actually did change already at the workplace? And, now check the next one, what else will change soon and affect you and your team?

Ask yourself. What actually did change already at the workplace? And, now check the next one, what else will change soon and affect you and your team?

Business Man in Office

Seriously. To make it clear. I’m talking only about the work, like digital sales, that kind of work and tasks salespeople can do equally from a professional home office without being disturbed or facing any other disadvantage. And yes, you’re right, I agree with you, that new hires and juniors can benefit at least from certain days in the office to get on board and set up everything until they’re ready to work remotely independently of their manager or experienced colleagues.

And yes, an outstanding high-ticket closer responsible for complex and technical solutions should at least be open for travel if the enterprise-level deal depends on that. If the prospect signals the need or desire for an in-person meeting, human contact must be possible. But this should be the case in their own interest of your sales pro. However, this should not be part of their weekly or monthly work if it is not communicated before signing the work contract. In-person meetings should be reserved for exceptional cases like the initial client meeting with the C-suite or closing the deal.

Sales Executive working

So, let's agree to focus on 95% of the SaaS sales cycle, which should be manageable fully remotely. And the same here, people love to do business with people. People love to work with people. Creating a healthy workplace culture is essential for increasing salespeople's retention time. This applies to on-site, hybrid, and remote work models. It’s your company and your decision. All 3 work models can work perfectly fine. It’s an individual choice that depends on various factors, for the employer and the employee.

Even though I once again put myself at risk of revealing my own opinion, I stand by it, but that doesn't mean that I don't respect yours or those of your company. As I said, it is an individual decision that depends on many factors, and each model can be outrageously successful when executing well. However, it is a great option in your hands to know how to increase your salespeople retention time.

And, as a result, when fostering a positive work environment, employees feel valued and supported, and they are more likely to stay with the company long-term which obviously has a share in knowing how to reduce sales team churn rate.

Here are the 5 Strategies for a positive Work Environment


Encourage Work-Life Balance

Promote a healthy work-life balance by encouraging employees to take breaks, use their vacation days, and prioritize self-care. This helps prevent burnout and shows that you value their well-being


Recognize Achievements

Regularly acknowledge and appreciate your sales team's accomplishments. Celebrate milestones, provide public recognition, and reward top performers. Feeling appreciated boosts morale and motivation.


Foster Collaboration

Encourage teamwork and collaboration among sales team members. Foster an environment where everyone feels comfortable sharing ideas, supporting one another, and working towards common goals.


Open Communication Channels

Establish open lines of communication between salespeople and management. Provide regular feedback, listen to concerns or suggestions, and address any issues promptly. Transparent communication builds trust within the team.


Training & Development Opportunities

Invest in ongoing training programs to help salespeople continuously improve their skills and knowledge base. Offer opportunities for professional development through workshops, seminars, or online courses. You can find good offers for any budget.


this is your exercise

This is the space for your exercise. Think about at least one more topic related to fostering a healthy workspace culture. Take a look at the 5 ideas above and write down your favorite own idea you would like to add to this list to implement it in your business.

So, let’s recap. By fostering a healthy workplace culture that prioritizes employee well-being, recognizes achievements, promotes collaboration, encourages open communication channels, and provides training opportunities, you can significantly amplify your options on how to increase sales team retention while also improving overall performance. Next, we talk about teamwork.

9. Make Teamwork a Priority

This is a quick exercise. Creating a strong sense of teamwork within your sales team can greatly contribute to how to reduce sales churn. When individuals feel connected to their colleagues and work together towards common goals, they are more likely to stay motivated and engaged in their roles.

Encourage collaboration by organizing team-building activities and fostering an environment where open communication is valued. Regularly schedule team meetings or brainstorming sessions to encourage idea-sharing and problem-solving as a group. This not only helps build stronger relationships among team members but also allows for the exchange of best practices and knowledge sharing.

In addition, consider implementing shared targets or incentives that rely on collective achievements rather than individual performance alone. This promotes a cooperative mindset among your sales team members, as they will be working together towards shared objectives, and helps to demonstrate that you understand how to increase sales team retention.

Remember, effective teamwork is not just about creating a pleasant work atmosphere; it directly impacts overall productivity and success. By making teamwork a priority within your sales organization, you can create an environment that fosters loyalty and reduces turnover rates among your valuable salespeople.

Bear with me. We’ve almost made it. Grab yourself a tasty coffee or take a sip of water to stay energized until the end of our training. Next, we'll explore the final step in the ‘how to increase salespeople retention time’ training today: the importance of setting clear expectations for your sales team's performance.

Come on. We’re on the last mile!

Water, drinking

10. Set Clear Expectations

Welcome to the final! Great work. Last exercise and you have completed the full 10-Step-Strategy sales training for today, proven strategies for managing and keeping your best salespeople.

Setting clear expectations is crucial to know how to increase salespeople retention time. When employees have a clear understanding of their roles and responsibilities, they are more likely to stay engaged and motivated in their work, and again, at the same time this is a way to see how to reduce sales team churn rate.

Start by defining the key performance indicators (KPIs) for each sales role. These KPIs should align with the overall goals of the organization and provide a measurable benchmark for success. Communicate these expectations to your sales team, ensuring that they understand what is expected of them.

In addition to setting performance expectations, it's important to establish guidelines for behavior and conduct. Clearly outline the company's values and standards, as well as any specific policies or procedures that need to be followed. This ensures that everyone is on the same page when it comes to professional conduct.

Regularly reviewing and revisiting these expectations is also important. As business priorities change or new initiatives are implemented, make sure to update your sales team accordingly. This helps keep everyone informed and aligned with the evolving needs of the business.

Now and then I talk to sales employees from large international companies where the employees have the feeling of being well informed, but only about what directly affects their area of work. What am I trying to get at here? Well, especially ambitious employees who identify with the company and are building a career often also want to be informed about important company news that does not directly affect their area of work but has an impact on important company processes or business strategic changes. Ultimately, they spend the vast majority of the week with the company, whether on-site or in their home office.

And here in sales, the involvement of sales employees is even more important when it comes to announcing company decisions. They must learn public information directly from their employer, rather than from well-informed customers.

It is precisely the sales representatives who represent the company on the front line and establish customer contact. They should know the direction their company is going and developing. And at the same time, it is another possibility how to motivate B2B salespeople.

Again, by setting clear expectations from the beginning, and regularly communicating them with your sales team, you can create a culture of clarity and accountability that supports long-term employee retention. And if you not only want not to know how to increase salespeople retention time but also when and where to start, think about it for a moment. Shortly you get the answer below.


Increasing the retention time of your sales team is crucial for the long-term success of your business. By implementing these tested strategies, you can create an environment that fosters employee satisfaction and loyalty. Remember to implement these proven strategies for retaining your best salespeople we’ve covered today.

The 10 Proven Strategies For Retaining Top Sales Talent

Step 1: Set clear Goals

When employees have a clear understanding of what is expected from them and what they need to achieve, it provides them with a sense of direction and purpose. This clarity helps them stay motivated and focused on their targets.

Step 2: Appreciate your Sales Team

When employees feel valued and recognized for their hard work, this helps to build a solid connection so that your salespeople identify themselves with your business and therefore they are more likely to stay with the company.

Step 3: Provide ongoing Training & Development Opportunities

This helps your sales team not only to stay up-to-date with industry trends and techniques but also shows that you are invested in their growth and success and have hired them for the long run.

Step 4: Offer Incentives & Rewards

It is a working method how for increasing sales team retention. Sales professionals are often driven by competition and recognition, so providing tangible rewards can motivate them to stay with your company.

Step 5: Highlight Career Advancement Opportunities

One of the key elements for retaining your best salespeople is providing them with a clear path to career advancement. Sales professionals are motivated by the opportunity to grow and advance within their careers.

Step 6: Empower your Team Members

Create an environment where your salespeople feel valued and supported in their roles. It’s more likely to stay with a company long-term when you feel satisfied with your work and see potential for personal growth.

Step 7: Enhance Communication Channels

Create an environment that promotes engagement, teamwork, and a sense of belonging. This will not only help retain talented individuals but also contribute to the overall success of your sales organization.

Step 8: Foster a healthy Workplace Culture

Achieve it through prioritizing employee well-being, recognizing achievements, promoting collaboration, encouraging open communication channels, and providing training opportunities.

Step 9: Make Teamwork a Priority

Regularly schedule team meetings or brainstorming sessions to encourage idea-sharing and problem-solving as a group. This not only helps build stronger relationships among team members but also allows for the exchange of best practices and knowledge sharing.

Step 10: Set clear Expectations

Defining the key performance indicators (KPIs) for each sales role and setting performance expectations, it's important to establish guidelines for behavior and conduct to get clear expectations.

Bonus Tip

Some more pieces of advice at the end. In reality, your mission to increase your salespeople retention time starts already during the hiring process.

Think about it for a second. Yes, you have it in your hands. Show it with your official job description, that you as a company are offering the goodies we’ve discussed above. Demonstrate that you are investing in training and rewarding their great achievements.

In addition, double-check the CVs of your candidates for their past retention times. Ask the right questions in the interviews. Are they persistent or are they job-hoppers without any visible professional development and career advancements? Are they coachable and ambitious? Make these topics an integral standard in your hiring process.

This should help you to reduce your risk of contracting the wrong candidates and increase the retention time of your team before you pay your salespeople the first salary.

And one more thing. Avoid even mentioning free fruit and coffee as a special extra in the job advertisement or the interviews. What type of employee do you think will be attracted to this? I'll tell you. The type and quality of employees who won't bring you any joy or great success for your business.

Your Next Step: Take Action

You have successfully completed your leadership training for today. Congratulations! I'm just imagining what it would be like if you were standing next to me. It was a pleasure to complete this training with you. That's it for now? Not really.

Now it's your turn. Take a few final notes and get going to put your new ideas and insights into practice. Help your salespeople and earn lots of respect and lots of money. Your team, and you.

Your 4 Action Steps

step 1

Repeat The 10-Step-Strategy

Check out the overview of the 10 strategy points in the Conclusion chapter above we’ve trained today. Which of the 10 points have you already successfully implemented in your company or team? What is missing? Be honest with yourself.

step 2

Create your 10-Step-Strategy

Okay, you found some points? Great, then you can move the(se) point(s) to the bottom and create your own 10-Step-Strategy to retain your sales team.

step 3

Find your TOP 3

Now look at your TOP 3 favorite points on top of your list. These should be the points that bring you the greatest benefit in the current situation for your company and/or can be implemented the fastest.

step 4

Develop your Action Plan

Okay, you picked them out? Perfecto, then think about an overall concept in the next few days and who among your manager colleagues you could possibly include, to discuss and implement your 10-Step-Strategy.

If you have any questions, my ambitious business friend, some doubts or questions you don't want to ask for advice in your company, or you just want to get another independent opinion, send me a message asking for feedback and we can meet online. Yes, it can be that simple sometimes.

Follow the steps discussed today and you automatically prioritize the well-being of your salespeople, you create a positive work environment that encourages them to stay with your company for longer periods. Ultimately, this will lead to improved performance from the entire team and increased sales success. And this will have a positive impact on your brand awareness of your company, which will help you again to attract the best talents in the market.

You made it until the end! Thanks a lot for mastering this training session today. Great job. It was a pleasure training with you today in the Sales Boss Gym.

Please let me know your key takeaways and what’s probably still on your bucket list.

Maybe while taking a virtual cup of coffee?

Last but not least, if you enjoyed this training today, but feel a little bit overwhelmed or you just do not have the time to develop a tailored roadmap and implement it in your business on your own, then do not miss this opportunity. I invite you to meet virtually to discover the best available support for your amazing sales team to make them even more successful.

At the end of the non-binding conversation, regardless of how you want to proceed, you will get your customized roadmap on how you can achieve your business goal in the shortest possible time without having to invest money to hire additional salespeople. You see, either way, you can only win.

Click below now and choose your best time to schedule a Free Coffee & Business Call with me. I pay for your coffee.

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About the Author

Matthias Kaufhold is a B2B SaaS sales expert and trainer and the Founder of Sales Boss Gym, where you can train and improve your sales muscles and get sales coaching for you or your sales team.

In addition to his 20+ years in sales and his expertise as a team leader and high-ticket closer, he also is a certified NLP and Confidence coach, transforming the lives of ambitious Salespeople and busy CEOs and Entrepreneurs, becoming more successful while unleashing their true selves and potential without spending months and months on boring self-help resources, even when as a beginner.

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