In 2025, sales leaders are thinking beyond quarterly targets and KPIs. Success this year will come down to how effectively you support, develop, and empower your team, not just how well you recruit. Building a high-performing sales team requires more than just hiring top talent, it’s about creating the right environment for that talent to thrive.
At BMS Performance, we work closely with sales leaders across industries to recruit high-calibre sales professionals. We’ve seen first-hand what separates consistently high-performing teams from the rest, and have outlined below four practical ways to give your team a competitive edge as you navigate 2025.
Prioritise regular one-on-one coaching
Time can be tight, but regular, focused coaching sessions are one of the most valuable investments you can make in your team. These meetings go beyond performance management. They’re a chance to build trust, tackle challenges early, and give reps tailored support to help them grow.
Companies that embed coaching into their culture see the benefits, research shows up to 16.7% more annual revenue. Just as importantly, coaching builds confidence, sharpens skills, and helps maintain consistent momentum. These sessions don’t need to be lengthy or formal, but they should be regular. A well-timed conversation can often unlock performance that a dashboard never will.
Encourage continuous learning
Sales is constantly evolving, and so should your team’s development. While onboarding is essential, the real impact coms from ongoing learning. Especially when you consider that most people forget up to 90% of what they have learned within a week of completing training.
That doesn’t mean more slide decks or mandatory courses. Instead, think peer-led sessions, real-time deal debriefs, or quick refreshers tied to pipeline reviews. When learning becomes part of the culture, your team stays sharp and confident, especially when navigating complex or shifting buyer behaviour.
Leverage the right technology
The tools your team uses can be a competitive advantage, or a major drag on productivity. If your CRM is clunky or your processes rely on too many disconnected systems, reps will spend more time managing admin than closing deals.
Sales tech should simplify, not complicate. Cloud-based CRMs, integrated calling platforms, automation tools, can all streamline day-to-day workflows and help your team focus on what matters. A good tech stack speeds up onboarding, improves visibility, and empowers your team to work smarter.
Streamline your sales process
Every rep has their own style, but without a consistent sales process, it’s difficult to scale success. A clear, structured approach ensures best practices are shared, results are measurable, and performance can be coached effectively.
If you haven’t already, consider building a centralised sales playbook. This could include everything from call scripts and qualification criteria to object-handling frameworks. It doesn’t have to be rigid, flexibility is important, but having a foundation gives your team clarity and frees up mental space to focus on selling, not guessing.
Building towards long-term success
Great sales teams aren’t built overnight, and they’re not built by talent alone. The environment you create, the culture you shape, and the support you provide will define how well your team performs in 2025.
Whether you’re planning to scale your team or simply want to attract stronger candidates, we’re here to help. As specialists in sales recruitment, we understand what it takes to source, place and retain top-tier professionals who hit the ground running. Get in touch today to speak with one of our expert consultants, and let’s make this year your most successful yet.
