When sales targets aren’t achieved, the spotlight tends to fall directly on the sales team. The salespeople face the questions, the scrutiny, and often, the blame. However, what if we’re pointing fingers in the wrong direction?
Behind the scenes in any organization, HR and Training departments play a crucial, though often understated, role in driving sales performance.
But how frequently do we question the support that sales teams receive from these departments, especially when turnover is high, and targets are missed?
Unpacking the Real Causes of Sales Turnover
High turnover and underperformance in sales can often be traced back to broader organizational factors. While the sales team is ultimately accountable for results, it's essential to recognize how intertwined their performance is with HR and Training support.
Here are some common but often overlooked challenges:
Outdated Training Programs Training must evolve with the market. What worked five years ago may not address the challenges sales professionals face today. Outdated training not only fails to prepare teams but can actively hinder their ability to meet modern expectations. Salespeople facing changing buyer expectations, advanced competition, and a rapidly shifting digital landscape need training that equips them to respond proactively.
Misalignment in Talent Acquisition The sales talent pool is highly diverse, with professionals possessing varied skills, backgrounds, and mindsets. If HR teams aren’t actively bringing in talent that aligns with both the sales role and company culture, it’s a recipe for short tenure and unmet targets. Recruiting is more than filling seats; it’s about selecting individuals who are ready—and able—to grow within the role. Misalignment here creates turnover not because the salesperson failed but because they may never have been the right fit for the role in the first place.
Underinvestment in Ongoing Growth and Motivation Sales is challenging, and constant performance pressure can take a toll. High-performing organizations understand that ongoing investment in their salespeople’s growth and motivation is essential. When HR and Training invest in tailored learning opportunities, skill-building sessions, and career growth paths, the result is typically increased engagement and retention. A motivated team, well-equipped with the skills and support they need, will drive far better results than a team left to fend for itself.
Shifting the Lens: Should HR and Training Be Held Accountable for Sales Turnover?
This is a bold question, but it’s a critical one.
The partnership between HR, Training, and Sales is an essential component of a thriving sales ecosystem. When all three are aligned, organizations can expect higher performance, lower turnover, and a work culture where salespeople feel valued and supported.
But when HR and Training fail to meet the needs of the sales team, the results are often predictable—high turnover, unmet targets, and frustrated employees.
In my experience, organizations that integrate HR and Training as part of their sales strategy see remarkable improvements in performance and turnover metrics.
A sales team that’s continuously supported with role-aligned training, motivation, and clear career paths is more likely to deliver exceptional results.
So, Who Holds the Keys to Sales Success?
The reality is that sales success depends on a collaborative effort. Each department plays a unique role, and true accountability must be shared.
Here are some ways each party can contribute to reducing turnover and achieving sales targets:
Salespeople: Take ownership of personal development and actively seek out skill improvement opportunities.
Sales Leaders: Foster an environment of support, communicate goals effectively, and work with HR to recruit the right talent.
HR and Training: Ensure that recruiting, onboarding, and ongoing training align with current market demands and organizational goals.
Final Thoughts: Moving Forward with a Unified Approach
It’s time we rethink accountability for sales turnover. HR and Training teams are instrumental in shaping the capabilities and resilience of salespeople.
By investing strategically in training programs, recruitment, and employee development, companies can cultivate a sales team that not only hits targets but stays motivated and loyal to the organization.
High sales turnover isn’t an inevitable outcome; it’s often a reflection of the organization’s support systems. When HR and Training align their efforts with sales, the result is a team set up to succeed.
What’s your take on this? Should we re-evaluate HR and Training’s role in sales performance?
Let’s keep this conversation going—comment below or get in touch to discuss how a structured approach can turn your sales team into a powerful engine for growth.
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