5 Keys to Retain Your Top Sales Talent in 2024 copy
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5 Keys to Retain Your Top Sales Talent in 2024

- Venkataraman Subramanyan

2023 has been called the great slowdown.

It was a tough year for many companies that resulted in a lot of optimization – a polite word for restructuring and letting go of people.

This year, sales leaders and managers have to make do with the people whom they have retained.

Retention is the priority for sales executives in 2024, rather than attrition.

Allow me to share 5 keys to retain your top talent.

Let’s get started,

1.Clarify their ‘Why’

Retention begins with a clear understanding of the ‘why’ for each member of your team.

Why are they in your team/ organization?

What is the alignment between their purpose and their vision to their current role?

It’s crucial to align individual purpose to their role within the organization.

Connecting the dots between their current performance, their future potential and their greater purpose in life is paramount.

By establishing this connection, you create an intrinsic motivating force that encourages your team members to stay committed and engaged.

2.Coaching their ‘How’

In a year of anticipated growth and operational innovation, coaching to the ‘how’ is crucial.

When you transition between fiscal years, you need to showcase greater growth,, in some cases between 15 to 30% growth rate. Your role is to discover how your team members plan to bridge the gap between their performance last year and this year’s expectations.

How strong are their connections between their goals and strategies?

How well are they assessing risks to their execution?

How do you help your team think deeper, better and smarter about how they can execute with excellence?

Your coaching questions should help them deepen their thinking, uncover their risks and build a plan that guarantees their success.

3.Trusting the ‘What’

No one likes a micromanager breathing down their neck.

Trust your managers to execute.

Instead of daily standups, consider switching to weekly sync conversations and bi-weekly one-to-ones with key stakeholders.

Give them the time, space, and ownership to operate independently – this will unleash their imagination, creativity, and strengths.

4.Invest in their Development

Identify specific inflection points where individuals can benefit from  new experiences, whether through courses, specialized training, or mentorship programs.

It could be an executive education program at Harvard or assigning them a mentor for their personal development.

When you care for your people, they reciprocate by caring for you.

5.Expanding their Network

This is all about providing your people the exposure and the network to become a greater version of themselves.

Possibilities for the future is what will capture their attention, leading to better retention within your organization.

By addressing these five key elements, you create a foundation for retention that will, in turn, drive future performance and success. If one of these pieces is missing, it contributes to sub-par performance within a sales unit.

Good luck for a breakthrough year in your career and sales performance.


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Venkataraman Subramanyan is a Global Leadership Development Expert & Sales Coach. He is the Founder and CEO of Tripura Multinational. Venkat’s mission is to touch and transform a hundred million lives by 2025, and a billion lives by 2030. With over 30 years of experience, Venkat is passionate about 2 things – Leadership Transformation and Sales Acceleration. His trademarked deal qualification framework is licensed worldwide by organizations and filters over $3Billion in deals annually. He is an accredited member of the Forbes Coaches Council.

Tripura Multinational is a dynamic sales organization dedicated to empowering sales professionals and organizations to achieve unparalleled success. Originally established as a platform to address skill gaps in the sales industry, Tripura has evolved into a multi-faceted entity that offers comprehensive engagements for Sales Managers and Sales Leaders. Through the transformative power of Sales Coaching, Tripura enables sales organizations to elevate their performance from good to great and ultimately reach a world-class level. Our approach focuses on optimizing sales skills, management expertise, and leadership capabilities, helping clients plan more effectively, qualify leads better, orchestrate sales processes seamlessly, and expand their business with confidence. 

Our organisation is the trusted choice of market leaders across various industries and segments, relying on our expertise to elevate their performance to new heights. Recognized for our ability to enhance excellence, we are entrusted with the task of making the client’s best even better.

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