How to Create a “We’re Hitting Quota” Sales Culture

Some of your best salespeople are self-directed, highly motivated, and consistently hitting their quotas. Great, right?

Not so fast. The challenge with this scenario is that a few rock stars—or rock starlets—can’t scale a company. One or two top performers may carry the team now, but sustainable growth requires everyone hitting quota.

Create a “We’re Hitting Quota” Sales Culture—one where your entire sales team is focused not just on achieving their own goals but also on helping their teammates achieve theirs.

I know this works because I started my sales career in this type of culture. I had mentors who would take time out of their busy day to teach me how to sell better, solve a customer complaint or just give me a much-needed pep talk. So, how do you build it? Here are three key steps:

1. Hire Team Players

Look no further than sports for proof of this concept. Take Caitlin Clark, one of my favorite athletes to watch (yes, I might be biased—she’s from Iowa, like me). Caitlin is a standout not just because she racks up points (hitting her own quota) but because she sets up her teammates for success with exceptional passing (helping others hit theirs).

This approach works in sales just as it does on the court. The Indiana Fever, for example, reached the playoffs for the first time since 2016—not because of one player, but because the whole team contributed.

Your takeaway? When hiring, look for candidates who demonstrate not just personal achievement but also the ability to collaborate and elevate those around them.

2. Set and Reinforce Expectations for Helping Others

Brandon Nye, VP of Sales at InMode, is an expert at building a “We’re Hitting Quota” culture. As he told me, “I don’t want anyone thinking they have to go it alone. My team is constantly exchanging messages and tips throughout the day—helping each other overcome obstacles, share best practices, or answer questions.”

Sure, his team is busy. But in Brandon’s world, being “too busy to help” isn’t an option. His clear expectation is that collaboration and support are non-negotiable parts of the job.

The lesson? Make helping others a core value of your sales team. It’s not just a “nice-to-have”—it’s a must.

3. Reward and Recognize Teamwork

In your monthly sales meetings, set aside time to celebrate teamwork. Create a dedicated space on the agenda for people to share how a colleague has helped them.

Maybe it was a call or note of encouragement. Maybe someone took the time to role-play a tricky negotiation or shared a value proposition that opened new doors. Whatever the gesture, make sure it gets recognized.

There’s a bonus to all this: your team will experience “helper’s high.” That’s right—helping others releases feel-good hormones like dopamine and oxytocin. Translation? Your team will feel better as they help each other do better.

If you want to grow your sales numbers, the formula is simple:

1. Hire team players.
2. Set expectations for helping others.
3. Recognize and reward collaborative behavior.

Before long, you’ll have a team proudly saying, “We’re hitting quota”—and meaning all of us.

Good Selling and Leading!

Colleen