America's largest healthcare recruiting firm.


For over fifteen years, I have utilized Buckman Enochs Coss to hire over one hundred individuals for Sales and Sales Management positions for a variety of healthcare technology firms. Whether it’s been for Fortune 500 companies or early stage, VC backed start-ups, BEC has always done a terrific job in sourcing top-talent.

Scott Schlesner
Vice-President of Sales

Building a Winning Sales Culture
In many businesses, the culture or work environment is something that is taken for granted. However, in the most successful businesses, culture is something that is deliberately built and evolved over time.

The culture of your organization is created by several factors, including:

• Your leadership style
• Your business’ products or services
• The overall company mission
• Your staff
• Organizational communication style
• The company’s compensation models
• Interdepartmental interaction
• And hundreds of other factors

Like it or not, your sales culture will be formed with or without you!
So, if you want to have a hand in creating a culture of winning, you need to ask yourself some key questions: 

1. What type of culture do you want? 

- Extremely competitive, where each individual sales rep is out for themselves and solely focused on their numbers. 

- Laid back and passive, where there isn’t a lot of competition, sales people work together on closes and numbers aren’t king. 

- Upbeat and fun, where salespeople are competitive but in a fun atmosphere with contests and collaboration. 

2. What type of sales person fits your culture? 
As noted earlier, your staff has a dramatic impact on your culture. If you want to foster a highly competitive environment, then don’t hire someone who is passive. To survive in this environment your new hires need to be sharks who aren’t afraid to compete. 

When hiring new team members, take a look at your most successful sales people. I’m sure you’ll find that they share some of the same personality traits. Use that knowledge when evaluating potential hires. 

3. What are your expectations and how do you enforce them? 
No matter what type of environment you create, you need to set very specific goals. Communicate those goals very clearly, and continually keep employees up-to-date on where they are in relation to those goals. If people aren’t meeting their goals, there needs to be a consequence. 

4. What is your compensation model? 
A 100% commission model will attract a completely different candidate than a higher base salary with lower commissions. 

5. What kind of support will you provide to ensure your team is successful? 
Your sales team should not function on an island. The most effective sales teams work closely with marketing and service. Plan ahead and define the support your sales team will get from marketing and operations. Explain to your sales people how they can leverage marketing and operations to make their efforts even more fruitful.

Your culture needs to be flexible and evolve.
If you find that certain elements of your sales culture just aren’t working any longer, change them before the problem grows. Your sales culture should continually evolve to meet changes in the economy and in your industry.

If you have any questions or you are looking to bring in new sales leaders to establish a culture of winning in your organization, Buckman Enochs Coss and Associates can help. As the largest healthcare recruitment firm in the U.S., we continually match top organizations with the country’s most productive sales professionals. Contact us today.