How to Build Elite Sales Teams Without Burning Out Your Reps

How To Build An Elite Sales Team

Building an elite sales team means combining structured performance management with individualised coaching and motivation. Define what “elite” looks like beyond quota, use skill-versus-will coaching to guide development, and create a culture where reps feel supported, recognised, and accountable — without resorting to micromanagement.

But How Do You Actually Do It?

By the end of this guide, you’ll know exactly how to:

• Define what “elite” really means in a sales team — beyond just hitting quota.

• Apply the Skill vs Will coaching model to diagnose and improve rep performance.

• Build a sales performance management system that drives consistency, not burnout.

• Motivate your team using proven, human-first sales coaching techniques.

• Create a sales culture and competition framework that fuels growth and retention.

Whether you lead a small outbound team or a global sales organisation, this article will give you the tools to turn good reps into elite performers — and keep them there.

Meet the Experts Behind This Guide

This article is built from a live conversation with two sales leaders who’ve spent over 30 years collectively building, coaching, and scaling high-performing teams.

• Emily Bair:
  She's led global sales organisations as a VP of Sales and later as a Managing Partner in a go-to-market consulting firm, where she built enablement programmes from the ground up.
• Catherine Olivier
  She's spent more than 15 years in SDR leadership, managing teams that range from early-stage startups to global enterprises. Her experience spans every corner of the sales funnel — from building onboarding playbooks to running worldwide SDR functions.
• Nia Woodhouse:
  Leads the SDR team at MySalesCoach and brings a wealth of hands-on experience in developing new sales talent. Known for her energy, empathy, and straight-talking approach to leadership, Nia has helped transform early-career reps into confident, high-performing sellers.

They’ve helped hundreds of reps move from good to elite — and in this guide, they unpack exactly how they’ve done it.

How The Industry Currently Looks:

• Only 25% of sales reps are considered elite performers.

• Sales leaders, like Emily Bair and Catherine Olivier, say 50%+ elite performance is achievable — with the right systems.

• Top reps often share traits like curiosity, organisation, and adaptability — not just charisma or raw output.

• The 80/20 performance rule is common, but dangerous — if your top 20% leave, your pipeline collapses. 

1. Defining Elite Sales Performance

Most sales teams measure success by quota alone — but defining elite performance in sales means going further.

“Just because someone smashes their number doesn’t mean they’re elite. It’s behaviour, attitude, and how they lift others too.” — Catherine Olivier

Elite reps:

• Hit AND sustain quota

• Demonstrate behaviours that uplift the team

• Are coachable, curious, and proactive

• Show up for more than themselves

What separates good from great isn’t volume — it’s intention and impact.

 — they strengthen team culture, coach peers, and maintain consistency quarter after quarter.

“Elite performers aren’t just hitting quota — they’re lifting the culture of the team while they do it.” — Emily Bair

🔧 Plug-and-Play Tactic: The Three-Tier Performance Model

Build your definition of elite using three pillars:

1. Performance: Consistent quota attainment

2. Behaviours: Curiosity, collaboration, ownership, reliability

3. Impact: Mentoring, problem-solving, internal influence, cross functional value

Make it public. Let reps know what great looks like, and use this model to benchmark your sales performance coaching programme.

2. Skill vs Will Coaching — The Sales Leader’s Secret Framework

When you’re learning how to manage sales teams, the first question isn’t “Do they know what to do?” but “Do they want to?”.

“It’s about getting reps to their top skill level — but also making sure their ‘will’ is high. That’s where real elite performance lives.” — Emily Bair

Mapping your reps on a Skill vs Will coaching grid helps leaders:

• Coach based on actual gaps (not gut feel)

• Prevent promoting the wrong people

• Spot early burnout signs in top performers 

🔧 Plug-and-Play Tactic: The Skill vs Will Grid

Use this grid before every 1:1 to personalise your sales performance coaching.

3. Sales Team Motivation — Beyond Money and Targets

Money motivates, but it’s not the only driver. Modern sales team motivation comes from aligning personal purpose with business impact.

“There are three motivators: money, growth, and community. Not everyone is driven by commission.” — Emily Bair

Your reps may want:

• Career development (but not management)

• Peer recognition

• Flexibility or autonomy

• Public praise (or private affirmation)

The best managers ask. Then act.

“When reps don’t understand their ‘why,’ that’s when sales becomes truly monotonous.”
— Nia Woodhouse

“When reps don’t understand their ‘why,’ that’s when sales becomes truly monotonous.” — Nia Woodhouse

🔧 Plug-and-Play Tactic: The Motivation Intake

Ask every rep:

• What’s your #1 reason for doing this job right now?

• What would make this year a success for you?

• What kind of recognition motivates you most?

Use their answers to design individual coaching plans and performance reviews.

4. Sales Culture and Competition Without the Chaos

Culture is no longer optional. High performers don’t just want support — they want community.

“Culture doesn’t come top-down. You build it with your team — one rep, one incentive, one conversation at a time.”
— Catherine Olivier

That means:

• Inclusive team competitions (not just “who booked most demos”)

• Peer learning opportunities

• Shared wins and recognition rituals

• Collaboration over comparison

Strong sales culture and competition drive elite performance — but only when managed intentionally.

Leaders should focus on:

• Peer-driven learning

• Clear, inclusive recognition

• Behaviour-based competitions

“Top reps don’t wait to be told. They ask for feedback, question the process, and look for ways to level up.” — Emily Bair

“I’ve had reps who hit 200% but never made a CRM note. That’s not elite — that’s short-term luck.” — Catherine Olivier

🔧 Plug-and-Play Tactic: Team-Led Culture Calendar

Let reps design one team activity per quarter:

• Lunch & learns

• Game-based contests

• Creative campaigns (e.g. Top Gun onboarding)

Bonus: Assign “culture captains” to rotate ownership. Use this to build team camaraderie without costly incentives.

❓FAQ: Cultivating Elite Performance in Sales Teams

What defines an elite sales rep?

Elite reps hit quota consistently, raise team standards, and model reliable behaviours — not just activity.
👉 See how to define elite beyond just numbers.

How do I motivate reps who aren’t money-driven?

Match your approach to what they value most: growth, recognition, or community — and coach to that.
👉 Learn how to tailor motivation for each rep.

What are signs a rep is ready for more responsibility?

Look for sustained performance plus initiative (especially when they help others without being asked).
👉 Explore the Skill vs Will coaching framework.

What’s the most overlooked trait of elite sales reps?

Strong organisation and time management — the planning muscle that turns effort into outcomes.
👉 See the traits that separate top performers.

How should I structure rep progression?

Include skills, behaviours, and impact — not just revenue — so reps know exactly how to level up.
👉 Steal the 3-tier “Performance, Behaviour, Impact” model.

TL;DR Summary

Elite sales performance doesn’t happen by accident. It’s the outcome of smart sales performance coaching, structured onboarding, and genuine sales team motivation — all supported by a culture that sales reps want to contribute to. This guide breaks down proven tactics sales leaders can use to manage, motivate, and multiply elite performance sustainably.

Looking to build sales compensation plans that actually motivate your team and drive predictable revenue?

Don’t miss our in-depth breakdown from My Sales Coach’s Sales Leadership Festival on how to design comp plans that inspire, reward the right behaviours, and scale with your business.

👉 Read next - The Ultimate Guide to Building a Sales Comp Plan That Actually Works

👉 Wondering what top sales leaders are doing now to prepare for 2026? Read our guide here