Change is inevitable in business, but for sales teams, who thrive on momentum and consistency, restructuring can feel like navigating a storm. Whether driven by market shifts, strategic adjustments, or financial pressures, restructuring is currently on the rise. But while it aims to enhance performance, it often leaves sales teams feeling disconnected and uncertain.

In fact, research shows that 70% of change initiatives fail, and 65% of managers and business leaders report lacking the resources they need to manage change effectively. For sales leaders, the challenge is not just maintaining performance, but also sustaining team morale and engagement during unsettled times.

To help you lead your team though a company restructure, we’ve outlined six practical strategies, you can implement, that transform uncertainty into an opportunity for renewed success.

Recognising the emotional and operational costs of restructuring

Restructuring affects sales teams on two critical levels: emotionally and practically.

Emotional support:

Imagine, one of your high-performing account executives suddenly finds themselves managing a new territory with unfamiliar clients. Anxiety about job security, confusion over changing roles, frustrations with disrupted workflows, and even grief over departing colleagues can become daily challenges. Top performers might question their future, while other team members struggle to adapt to new reporting structures or areas.

Business impact:

Beyond emotions, restructuring can disrupt the practical side of sales. Workflows may change overnight. Carefully nurtured client relationships can be lost due to account reassignment. Compensation structures might be altered, leaving team members uncertain about their earning potential. Meanwhile, evolving product lines or service focuses can create confusion, making it harder for your team to maintain performance.

Transparent communication: Your most powerful tool

Transparency is the foundation of trust, especially during a restructure. Research shows that 42% of employees feel included by their leaders during change. For sales leaders, transparency is not just a value, it’s a strategy.

Begin with regular, consistent updates that your team can rely on. Silence breeds uncertainty, so even if the news isn’t always positive, sharing it openly is better than letting rumours fly around. Create clear communication channels, whether through Q&A sessions, team briefings, or direct on-to-one conversations, where team members can voice concerns.

Honesty and empathy are essential. Acknowledge the challenges while emphasising the path forward. If your sales reps ask difficult questions, don’t shy away. If you don’t have an immediate answer, commit to finding out and following up. This approach not only maintains trust but also empowers your team to stay focused.

Realigning sales targets and KPIs

With new structures come new expectations. This is your opportunity to revisit sales targets and ensure they align with your transformed company.

Start by assessing existing KPIs, are they still relevant in the new environment? Collaborate with your team to establish goals that are both realistic and motivating. Setting short-term milestones can be particularly useful, providing a sense of progress and maintaining momentum during transition periods.

Use data as your ally. Review past performance metrics but recognise that previous benchmarks may no longer be practical. Adjust them to reflect the new circumstances. Clear, achievable targets help maintain focus when everything else feels uncertain.

Upskilling: Turning challenge into opportunity

Restructuring often reveals skill gaps as roles evolve. But rather than seeing this as a  setback, view it as an opportunity for growth. According to LinkedIn, only 36% of organisations are considered career development champions, with robust programs that deliver measurable results.

Identify which skills are critical in your new structure. Does your team need advanced product knowledge, digital sales expertise, or negotiation skills? Offer targeted training programmes that address these gaps. Mentorship can also be powerful. You can pair experienced team members with those who are adapting to new roles, creating a culture of learning and support.

Additionally, encourage cross-training. When team members can perform multiple functions, you build resilience into your team, making them adaptable to future changes.

Maintaining motivation: Small wins, big impact

Motivation is fragile during restructuring, but it doesn’t have to disappear. Research shows that employees who feel their work is regularly recognised are significantly more likely to stay with their company.

With this in mind, recognise and celebrate small wins- don’t wait for major achievements to acknowledge your team’s efforts. Regular team check-ins can maintain connections, while one-to-one conversations provide personalised support, allowing you to understand and address individual concerns.

Building resilience: The ultimate competitive advantage

A resilient team can adapt to any change. But resilience isn’t just about surviving tough times, it’s about thriving through them.

Build resilience by encouraging a growth mindset. Remind your team that challenges are opportunities for learning. Model resilience yourself, maintain a calm, optimistic approach, even when facing setbacks. Your team will take cues from your behaviour.

Establish a feedback loop by encouraging team members to share what’s working and what isn’t. This provides valuable insights but also gives your team a sense of control, making them feel involved in shaping their environment.

The path forward

Restructuring is challenging, but it can also be a catalyst for growth. By communicating clearly, realigning goals, investing in skills, nurturing motivation, and building resilience, you can guide your team through uncertainty toward renewed purpose and performance.

Your leadership during and after a restructure will be remembered long after the org chart settles. This is your chance to lead with integrity, empathy, and vision.

Contact BMS

Looking to strengthen your sales team after a restructure? Our expert consultants at BMS can help you build a team that thrives in change. Get in touch today and let’s begin finding top talent for your next chapter.