Best practices for managing a diverse and global salesforce

Best Practices for Managing a Diverse and Global Salesforce

Managing a salesforce is not an easy task, and it becomes even more challenging when your team is diverse and spread across different regions and countries. For businesses operating in the global marketplace, having a diverse sales team can provide many advantages, such as access to new markets and customers. That said, managing a global salesforce requires a specific set of skills and strategies. In this article, we will discuss some best practices for managing a diverse and global salesforce.

Define Clear Expectations

Clear expectations are crucial for any sales team, regardless of its makeup. But when dealing with a diverse and global salesforce, expectations must be defined more precisely to avoid misunderstandings that can damage customer relationships. Ensure that your sales team understands the company’s vision, mission, and sales objectives. Set clear performance goals with targets and clearly communicated KPIs. Sales quotas should be closely connected to each sales representative’s region, language, time zone, and other factors to which they are connected.


Effective and frequent communication is essential when managing a diverse and global salesforce. The team should use a shared communication tool, so everyone can easily stay connected and exchange information. Make sure that communication is timely, clear, concise, and readily available in the languages spoken by your sales representatives. Encourage team members to use video conferencing tools, such as Zoom or Skype, to communicate face-to-face, even for informal conversations.

Cultural Competence

When managing a global salesforce, cultural competence cannot be overemphasized. Having an understanding of the distinctive social, cultural, and economic contexts of each team member’s country is crucial. Awareness of cultural nuances is essential for sales representatives to build lasting relationships in foreign markets. Ensure that sales representatives are trained in cross-cultural communication and are aware of local customs and etiquette.


Incentives are powerful motivators, and they can be tailored to suit the diverse and global nature of your salesforce. Incentives can range from financial rewards to opportunities for professional development and work-life balance. Sales contests can help to increase productivity, and they are an excellent way to engage and motivate sales representatives. Ensure that incentives are aligned with your business’s overall sales objectives and KPIs.


Technology is a critical factor when managing a diverse and global salesforce. The right technology can help teams to communicate more effectively, collaborate better and work more efficiently. Customer Relationship Management (CRM) tools, such as Salesforce, can help sales representatives to manage leads, opportunities, and customer accounts. Sales enablement tools, such as HubSpot, can help them to create marketing content and sales collateral. Ensure that your sales team is proficient in using these tools to maximize their effectiveness.

Regular Check-ins and Reviews

Regular check-ins and reviews are critical to effective sales management. They provide opportunities for feedback, coaching, and development. Regular reviews can help managers to monitor progress and identify areas for improvement, ultimately leading to better sales performance. It also helps to foster greater trust and teamwork within the sales team.


Managing a diverse and global salesforce is a challenging but rewarding task. When managed effectively, it can lead to increased sales revenue, better customer satisfaction, and access to new markets. Some best practices for effectively managing a diverse and global salesforce include defining clear expectations, effective communication, cultural competence, incentives, technology, and regular check-ins and reviews. By following these best practices, business leaders can ensure that their sales teams are productive, engaged, and motivated.