A Research Question Sales Team Building

In the context of economic globalization, there are increasingly fierce competitions in the market, and enterprises need strong sales teams to survive and grow in this macro environment, which are the bridges between customers and companies to continuously receive, process and transmit information, and translate goods and services into customers’ value. However, sales teams of many enterprises in China are still in their infancy, and this thesis focuses on the core sales team building of Company A and has made significant contribution to enhancing its customer satisfaction and business performance, increasing core competitiveness and market influence, and achieving sustainable development.In this thesis, literature research and case analysis methods were employed to analyze the development process and characteristics of team concept and its basic5P structure i.e. purpose, people, place, power and plan, as well as Company A’s organizational structure and operational status, which has laid a theoretical foundation for its sales team building. Next, in-depth analysis was conducted for the causes of its problems, such as insufficient attention to team building, lack of effective and consistent incentives, resistance from the organizational structure, management, and individuals, and HRM issues. A sales team building program was designed including Belbin team roles assigned duties, team trust, differences and conflict management, cultivating learning team culture, SMART objectives, KPIs and broadband pay. Then, the team building program was implemented to normalize its team behavior, high performance motivation, and ongoing operation and consolidation. Finally, effects of this team building, research conclusion and prospects for future research were covered.