We All Win Competitiveness may bring out the best – and worst – in sales teams. Here’s how to manage it. by Mason Linn, CAS LET’S BE HONEST – salespeople are competitive by nature. Especially the good ones. And a little friendly rivalry can be a powerful thing. It’s what pushes us to chase that next big order, dream up a killer campaign idea or hustle to hit goals before quarter’s end. But here’s the catch: Competition, when it’s not managed well, can turn from a motivational boost into a morale buster real quick. But maybe there doesn’t have to be a loser? The key is building a sales culture that channels competition in the right direction – toward innovation, teamwork and delivering the best for our clients – not toward turf wars and burnout. Here’s what healthy competition actually looks like, and how the best leaders built it – followed by what can happen when you don’t manage it well. Client-First Hustle The best sales teams I’ve worked with compete to serve. That means going beyond just hitting a number. It’s about finding the best solutions for the client’s goals, timeline and budget. When we’re all focused on wowing the customer, everyone wins. Collaborating Like Pros Promo isn’t a one-person show. Whether you’re building a custom kitting program or sourcing something wild for a campaign launch, success usually takes a few brains. Great sellers share ideas and vendor tricks – not hoard them – because a win for one is a win for all. Goals That Make Sense This industry can be unpredictable. One month you land a whale, the next you’re doing 37 orders under $500. That’s why fair, transparent metrics are so important. People need to know what’s being measured – and why – so they can compete on an even playing field. 24 • SEPTEMBER 2025 • PPAI Voices | Your Business A Lot Of People / Shutterstock.com
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