Why Do They Care?

Let me tell you something I learned the hard way: if you’re building a sales team and you’re only focused on numbers, you will lose. You’ll lose good people. You’ll lose momentum. And eventually, you might lose the culture you worked so hard to create.

Because the truth is, people don’t show up just for commission checks. Not long-term. They show up because they feel seen, heard, and valued. They stay because they believe in something. And if you want a sales team that performs consistently and doesn’t crumble under pressure, you’ve got to build a culture that puts people first.

Know Your People

It starts here. Get to know your reps. I’m not talking about surface-level stuff like favorite sports teams or their go-to coffee order. I’m talking about what makes them tick. What’s going on at home? What are they proud of? What keeps them up at night?

You don’t need to be their therapist. But you do need to care. Schedule regular 1:1s and actually listen. Ask about their lives. Take notes. Follow up. Your people will show up harder for someone who shows up for them.

Help Them Find Their Why

A sales team without a sense of purpose is like a car with no gas. You might coast on momentum for a bit, but eventually, you stall out.

Great leaders help their team members find a reason beyond the paycheck. Maybe it’s providing for their family. Maybe it’s building a future they didn’t grow up with. Maybe it’s proving something to themselves. Whatever it is, help them name it. When the objections pile up and the leads dry out, it’s that internal why that keeps them dialing.

And here’s a tip: share your why too. Let them see your heart. Culture starts at the top.

Dig Into the Real Drivers

Everyone says they want to make money. But money is a shallow motivator if there’s nothing underneath it. Real drivers go deeper.

Is it freedom they want? Recognition? A sense of accomplishment? A path to leadership?

When you understand what your team is really chasing, you can lead them more effectively. You stop managing numbers and start coaching people.

That’s where the magic happens.

Look, anyone can push for results. But not everyone can build a culture where people thrive. That’s the difference between a team that sells—and a team that scales.

So take a minute. Step back from the pipeline. And ask yourself: do I know what drives my team?

Because if you don’t, now is the perfect time to find out.