Planning regular events for your sales team is a lot of work, but the good news is, there are a lot of benefits to getting your sales force together. For most organizations, the sales team tends to be dispersed over geographical regions in order to best serve clients. However, this structure can lead to sales reps feeling less than connected to the organization. When you bring your team together regularly it can have a significant impact on rep engagement. A well structured sales events is an ideal opportunity to communicate and reinforce the culture and values of the organization, deliver the key messages to keep the team on track and motivated to work towards a common goal, and build connections among sales reps and people in other departments. All of the benefits of sales meetings help your sales team to sell more – contributing directly to the bottom line. Here’s how.


Getting the sales team together regularly provides an ongoing opportunity to create and nurture a high-performance sales culture. By reinforcing the values that you want your team to share, you’ll help keep them engaged and motivated. For example:

  • Share success stories - celebrating wins is highly motivating for everyone
  • Discuss activity - learning how other sales reps spend their time can give people new ideas and activity targets to strive for - and introduces some healthy competition
  • Talk numbers and accountability - incorporate a data-driven mindset in the team by discussing the numbers and having the team hold each other accountable for hitting their targets 
  • Include recognition - everyone likes to hear that their hard work is noticed and making a difference, so calling out the behaviors you want to see helps reinforce company and team values

Having regular sales events makes it easy to remind everyone of what they’re striving for as an organization, their role in making it happen, and how a culture of high-performance sales will get them there.


Sales meetings are a great time to share information and practice good communication — in both directions. Not only can you share organizational updates, product information, and new tools with the team, it’s a good time to hear from your sales reps as well. This allows you to find gaps in knowledge and available tools, challenges with current processes, and gain new insights from the people who have the most contact with your customers. Opening the lines of communication makes everyone’s job easier - which means that sales reps can focus on selling.

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Building social time and team-building activities into your sales meeting agenda makes it easy for your team to make connections and build relationships with fellow reps, and can even be a chance to break down silos between departments. 

According to Salesforce, 60 percent of high performing sales teams say that collaborative selling increased productivity more than 25 percent, and 52 percent say collaborative selling has increased the pipeline. The connections formed and nurtured through regular sales events makes everyone feel like they are part of a team. This motivates everyone to strive for collective goals as well as individual goals, help each other out, and hold each other accountable — all of which contribute to greater overall success.

Skills Development

The same Salesforce survey found that 80 percent of high performing sales teams rate the training they receive as outstanding or very good. People want to be good at their jobs, so providing regular training opportunities gives them skills — and confidence — that improves their performance. Providing professional development opportunities through regular sales events also shows your team that you are investing in them. This makes them feel more valued and invested in the organization, which improves performance and reduces turnover — both of which help your bottom line. 

Experiential activities are a great way to develop sales skills such as negotiation, planning and productivity. These short, hands-on activities provide sales skills that are immediately beneficial back on the job, but in fun and engaging ways. Since they require people to work together, you can combine team building and skills training in a single activity for greater benefit in the same amount of time.


Getting the team together for regular sales events has so many benefits. Sharing successes and best practices can lead to improved processes and collaboration. Teamwork and reinforcing organizational culture makes everyone more engaged and invested in the success of the organization. Spending some time on sales skills ensures everyone feels equipped for whatever comes their way. All of these factors help your sales team sell more, ultimately helping the bottom line.

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