Letting Sales Team Culture Evolve Naturally
Yes, there are millions of blogs about culture & values, but this one is for Sales Leaders, specifically. We Sales Leaders say and hear the phrase "company culture" tossed around quite a bit. It’s a popular catchphrase, but too often, it gets confused with something it’s not: values. Values are what your company stands for—principles like integrity, collaboration, or innovation. Culture, on the other hand, is how your team lives those values day to day. It’s the vibe, the energy, the personality of the team. And you can’t force it without some potential consequences.
Values Are Intentional. Culture Is Organic.
Your values should be clearly defined and upheld by everyone in the organization. They’re your north star. Culture, however, is what happens when your team’s unique personalities come together and interact within the framework of those values. It’s the inside jokes, the ways people motivate each other, the collaboration that can’t be scripted.
SalesFirst Recruiting sees it quite a bit- Trying to dictate culture—like mandating weekly happy hours or organizing a company kickball league—can feel forced. Sure, some people might love those activities, but others might see them as obligations rather than opportunities. Worse, if participation seems tied to career advancement, you risk creating an environment of pressure and exclusion- or worse… resentment.
The Dangers of Forcing Culture
Let’s say you run a team of 8 up-and-coming career enthusiasts. You’ve carefully picked these motivated young professionals who all want to compete to be the best. They all seem hungry and motivated, so you decide to host mandatory happy hours every Friday, believing this will “build culture.” Some will LOVE it, but others will feel drained or even alienated. And you won’t necessarily see it until it’s too late. Over time, they may disengage or feel undervalued, even though their skills and contributions are essential to the team’s success.
The same goes for sports leagues or team outings. Offering these activities is fine—some people will genuinely enjoy them—but participation should be voluntary, with no favoritism shown to those who join. Your team should know they can thrive and advance based on their performance, not their extracurricular attendance.
Letting Culture Emerge
Instead of trying to force a culture, focus on creating an environment where culture can naturally evolve. This starts with:
-Living Your Values: Make sure your values are visible and actionable. If you say you value teamwork, demonstrate it by encouraging collaboration and recognizing collective wins.
-Listening to Your Team: Pay attention to the personalities, interests, and dynamics within the group. What motivates them? What do they enjoy?
-Creating Space: Give your team room to connect in their own ways. This might look like leaving time for casual conversation before meetings or providing opportunities for cross-department collaboration.
-Host an Occasional Event During Work Hours: Instead of dragging your employees to a bar on a Friday, host a monthly team lunch on the last Friday of the month to celebrate team wins, joke around, and get everyone together.
Values Unite, Culture Defines
Remember, values are the foundation that keeps your team aligned, but culture is what makes your team unique. By letting it evolve naturally, you allow the personalities on your team to shine, creating an environment where everyone feels they belong—and can contribute their best work.
So, go ahead and offer up occasional happy hours or kickball leagues. Just make sure they’re invitations, not obligations. Your team’s culture will thank you over the long-haul.
