Future-Proofing Your Sales Team: Building for Success in 2024

Peter McKeon, Founder & CEO - Salesmasters International

Building a sales team in today’s digital world requires ditching old analogue strategies and embracing new, tech-driven approaches. In the past, hiring charismatic salespeople and relying on cold-calling might have worked. Today, however, buyers are more informed, and competition is fierce. You need a team equipped with digital tools and skills to thrive.

Recruitment is step one.  You’re no longer just looking for traditional hunters or farmers. Instead, you need salespeople who can seamlessly integrate technology into their workflow. "Recruit slow, fire fast" applies here—take your time finding talent that fits not only your company culture but is also digitally savvy. You want people who can use CRM systems, analyse customer data, and engage prospects on platforms like LinkedIn.

Next is training and onboarding.  Here’s a principle I live by: "Change nothing that works but embrace everything that's new." While foundational sales skills remain important, training must focus on digital tools. Whether it’s using AI-driven analytics or social media for prospecting, your team needs to be comfortable with technology. In today’s market, manually tracking leads in spreadsheets is a waste of time. Automation can handle admin tasks, freeing your team to focus on selling.

Leverage technology for productivity.  A robust CRM system isn’t optional—it’s essential. "If it’s not in the CRM, it didn’t happen." Using CRM tools for tracking, lead scoring, and customer interactions keeps your sales process streamlined. Automation tools can also send follow-ups or track customer behaviour, allowing your team to work smarter, not harder.

Finally, ensure continuous learning.  The digital landscape evolves quickly. Regular training on new tools and trends is key to keeping your team competitive. In today’s world, sticking with old methods is a surefire way to get left behind. Stay agile, embrace change, and keep your team focused on new strategies for lasting success.