Breaking into a new market? First of all—congrats! That’s no small feat. Whether you’re opening a new office, launching in a fresh region, or planting your company flag in a brand-new city, there’s one thing you’ll absolutely need: a rockstar sales team.
But how do you actually build one? Especially in a place where no one knows your name yet?
Let’s walk through it together with some tips from the experts at CulverCareers.
Start With the Right Mindset (and Some Market Intel)
Before you start scanning résumés, do your homework. A new city means new buyer behaviors, new competitors, and likely a different pace of business. According to HubSpot, 40% of salespeople say prospecting is the most challenging part of the job—so knowing your market up front gives your team a head start.
Ask yourself:
- What industries dominate this region?
- How does your product fit into local demand?
- What’s the average salary for sales roles here?
- What are competitors offering?
A little research now can prevent a whole lot of regret later.
Hire for Personality, Train for Skill
In new markets, adaptability matters more than perfection. Sure, experience is great—but you also want team members who are resourceful, scrappy, and unafraid of cold calls or uncharted territory.
Fun fact: According to LinkedIn, 89% of failed hires come down to poor culture fit—not lack of skills.
Look for:
- Local connections or deep knowledge of the area
- Confidence without arrogance
- Curiosity and coachability
- A sense of humor (trust us, it helps)
Think Local—Literally
Your new market might not need clones of your current team. Local reps bring local nuance. They know where people network, which events matter, and how buyers really talk.
Plus, hiring locals shows commitment to the area—and that builds trust faster.
Pro tip: If your product is highly regionalized (like real estate, insurance, or food/beverage), having salespeople who get the local culture is invaluable.
Build Buzz Before You Build Quotas
Don’t just drop in and start dialing for dollars. Make some noise. Host a launch event. Sponsor a local meetup. Join a Chamber of Commerce. People buy from companies they recognize—and trust.
This gives your new reps a softer landing and warmer leads. It also lets you test the waters before going all-in.
Set Realistic Goals and Early Wins
Your new team needs early momentum, not pressure to hit impossible targets in month one. A study by Sales Insights Lab found that just 24.3% of salespeople exceeded their quotas in 2023. Don’t set your team up to become part of the “ouch” statistic.
Give them:
- Clear onboarding and sales playbooks
- Milestones like “number of meetings booked” or “referrals gained”
- Support from leadership, not just expectations
Create a Culture They’ll Brag About
Remember, the best salespeople have options. If you want to keep them, make your company a place they want to stay.
Offer:
- Competitive comp and bonuses
- Flexible work options (because not everyone loves the office life)
- Growth paths and recognition (everyone loves a “Rep of the Month” shoutout)
- A supportive manager—not just someone checking CRM dashboards
Don’t Just Hire and Hope—Invest and Iterate
Building a sales team isn’t a one-and-done task. It’s ongoing. Meet with your reps. Ask what’s working. Adjust your approach based on real data.
When in doubt, listen more than you talk—and treat your team like the MVPs they are.
TL;DR: Here’s Your Quick Checklist
- Do your market research
- Hire for hustle and heart, not just experience
- Choose local when you can
- Build brand awareness early
- Set achievable goals
- Offer real support and flexibility
- Foster a culture that attracts (and keeps) talent
Building a sales team in a new city isn’t just about finding the right people. It’s about creating the right environment for them to thrive. And when you get that part right? The sales will follow.
Let’s be real—your next market conquest is just a strong team away. Go get it.