The Business Olympics: building a winning sales team

When it comes to building a successful sales team in the life sciences industry, there is plenty of inspiration to be taken from the Olympics! So what can world-class athletes and their approach to success teach us?

It takes time

If you want a high-performing team of talented, committed and motivated individuals, it takes time and effort to work to that goal. That same process broadly exists across all functions and industries, whether life sciences, sports or any other industry. Your highest rising sales star may not appear on the front page news, but they will be renowned within your business. And this means that you need to act like a coach and prepare for the long-haul.

Make sure your team is diverse

Great Olympic coaches look for diversity in the teams that they take to the games. Each nation needs teams with complementary skills and strengths in each sports category in order to get a haul of medals. Diversity is a short-track to a win in sports, and it is in sales too.

Many of the best salespeople tend to share some core abilities and skills, but they will also have unique strengths and capabilities that help them to stand out. Distinct knowledge of emerging life sciences trends? A particular ability with analytics? A natural people-person who can persuade even the toughest prospect to sign? By hiring a diverse team, the astute manager will benefit from different skills, experiences, outlooks and personality traits; all of which create a stronger, more resilient team.

Focus on the mental angle

All sports coaches know how to read the mental state of their athletes. By really understanding them as individuals, they also know how to get their best performance. Some team members may need a high-powered adrenaline talk before the game. Others may need to quietly centre themselves before the big moment.

The best coach makes it possible for each team member to get what they need to succeed. They also remember that the long-term winning game needs mistakes. For without trial and error, athletes - and salespeople - never learn to take the big risks that can take them closer to greatness.

Great sales managers know that there will be good and bad times alike. Every success is a chance to celebrate and every failure is a chance to reflect and learn. The best approach is to create an environment that creates support and resilience, where each individual gets the training, support and incentives that they need to forge a path through tougher times.

They understand the role of teamwork for individual success

The 100m sprint may be viewed as one of the ultimate individual Olympic events, but it takes a strong team for the winning athlete to triumph. Similarly, sales is - on the face of it - an individual sport. But your high performers need a strong team around them to close their deals. Every individual in your business from the receptionist through to the HR manager plays a role in helping to close those sales deals and all should be recognised within the process.

They see failure as a transformative power

Truly great sales managers are smart enough to see failure as opportunities for further growth. These individuals are prepared to talk about losses that they have experienced and are comfortable with the journey they have taken to their current career point. Endless studies show the true transformative power of failure. Those salespeople who are ready to experience it and allowed to do so may very well become the best in the field.

They are constantly practising

Even the finest genetic advantage and innate talent can only take you so far in sport. Superb coaching and endless practice are needed to get to the top. A smart sales manager will always look for individuals who show a true commitment to developing their skills and working hard. They will also push the bar on performance, offer regular training, coaching and development opportunities and running regular sales competitions to keep encouraging everyone forward.

They don't get too wrapped up in the win

A win is a wonderful thing that must be celebrated but no great coach or manager will rest on their laurels for too long. The next goal needs to be identified in order to begin working towards the next big milestone.

What other insights from the world of competitive sport would you apply to the world of big-ticket sales success?