7 Key Criteria Sales People Look for in a Company

Gone are the days when a hefty paycheck and a fancy title were enough to attract top-performing salespeople. Today’s sales professionals are far more discerning, prioritizing more than just commissions. They seek an environment that fosters growth, independence, and purpose. They want access to the best CRM for independent sales reps, leadership that inspires, and a culture that values their contributions. 

Companies that recognize and fulfill these needs gain a competitive edge, not only in sales performance but also in attracting and retaining top talent. In this guide, we’ll uncover what drives sales reps, the criteria sales reps look for in a company, and how businesses can create an environment that fuels success. 

What salespeople truly want? 

The traditional stereotype of sales reps chasing commissions and luxurious lifestyles no longer reflects reality. While compensation is important, today’s sales professionals seek much more than just a paycheck.  

They want meaningful work, independence, growth opportunities, and tools that set them up for success. Companies that recognize and fulfill these needs gain a competitive edge in attracting and retaining high-performing sales teams. 

So, what do sales reps want when choosing a company? Here’s a breakdown of the key criteria salespeople look for when considering new opportunities—and what businesses can do to meet these expectations. 

A genuinely useful product that they believe in 

Sales reps thrive when they represent a product or service that they genuinely believe in. If they can’t see its value, they’ll struggle to sell it—and even if they do, their passion won’t be authentic. A strong product or service makes the sales process easier, more fulfilling, and more successful. 

Actionable strategy: Companies should invest in continuous product innovation and market research to ensure their offerings align with customer needs. Providing sales teams with clear value messaging and case studies enhances their confidence in selling. 

A strong company reputation that helps them sell more confidently 

Reputation matters not just for customers but also for sales reps. A company with a solid brand reputation gives its sales force credibility and makes selling easier. When prospects recognize a brand as trustworthy, sales reps spend less time overcoming skepticism and more time closing deals. 

Sales reps evaluate company reputation based on customer satisfaction, leadership ethics, and employee experiences. Companies with a history of frequent layoffs, product failures, or unethical practices will struggle to attract and retain top sales talent. 

Actionable strategy: Businesses should actively manage online reviews, showcase customer success stories, and maintain transparent internal communication to build a strong employer and brand reputation. 

Independence and autonomy, without micromanagement

Sales reps are naturally driven professionals who thrive on autonomy. They don’t want managers breathing down their necks, monitoring every email, or controlling every aspect of the sales process. Instead, they value trust, flexibility, and decision-making power. 

Micromanagement kills creativity and motivation, leading to higher turnover rates. Companies that give their sales teams the freedom to develop their own strategies, experiment with new techniques, and manage their schedules often see higher performance and job satisfaction. 

Actionable strategy: Sales leaders should set clear expectations and performance metrics but allow reps the flexibility to achieve their targets in their own way. Encouraging self-driven initiatives fosters a culture of ownership and accountability. 

An inspiring leader who supports and mentors them

Great sales teams are built by great leaders. Sales reps want managers who don’t just oversee them but guide, support, and inspire them. The best sales leaders provide ongoing coaching, remove roadblocks, and celebrate wins—big and small. 

A knowledgeable and approachable leader builds trust and encourages sales reps to push beyond their comfort zones. In companies where leadership lacks engagement, turnover rates tend to be significantly higher. 

Actionable strategy: Invest in sales leadership training to cultivate strong managers who prioritize mentorship over micromanagement. Regular one-on-one check-ins and skill development sessions can make a significant impact. 

Access to the right tools for efficiency and success 

Even the best sales reps can struggle without the right tools. Access to a robust CRM system, automation software, and performance tracking tools significantly impacts productivity. Sales reps need efficient systems to manage leads, track conversations, and automate administrative tasks. 

For independent sales reps, having the best CRM for independent sales reps is crucial. A user-friendly, mobile-accessible CRM allows them to manage their sales pipeline effectively while on the move. WeightWatchers transformed its enterprise sales by adopting HubSpot’s CRM, which automated workflows and streamlined sales operations, leading to increased deal closures. 

Actionable strategy: Businesses should invest in the best CRM for independent sales reps, ensuring it integrates seamlessly with other sales tools like commission tracking software and gamification platforms. 

Fair incentives and compensation with real-time tracking

Compensation is important, but it’s not just about the amount—it’s about fairness, transparency, and real-time tracking. Sales reps want to see how their commissions and incentives are structured and track their earnings in real time. Delays or inconsistencies in payouts can erode trust and morale. 

An incentive automation tool ensures that commissions are distributed fairly and on time. Platforms like Compass provide sales reps with real-time insights into their earnings, allowing them to stay motivated and focus on closing deals rather than chasing payroll discrepancies. 

Actionable strategy: Implement sales incentive automation to enhance transparency and motivation. A system that rewards both individual performance and team success fosters a balanced and competitive culture. 

Learning & development opportunities to sharpen their skills 

Sales is an ever-evolving field, and top-performing reps know that continuous learning is key to staying ahead. Whether it’s advanced sales techniques, customer psychology, or new industry trends, salespeople look for companies that invest in their professional growth. 

A global high-tech company revamped its sales force through targeted training programs, increasing executive-level engagements from 29% to 75% in just three months. The investment in upskilling sales teams translated into more closed deals and higher revenue. 

Actionable strategy: Companies should offer structured learning and development programs, including workshops, mentorship, and access to external training resources. Encouraging reps to refine their skills leads to better engagement and long-term retention. 

Sales motivation and incentives as key factors for choosing a company

Sales motivation is directly linked to how incentives are structured. The best companies understand that sales reps aren’t just motivated by commission but also by recognition, career growth, and performance-based rewards. When companies offer a well-designed incentive program that rewards both individual and team achievements, they see higher engagement and lower attrition rates. 

A study of high-performing sales teams found that those with strong incentive structures had 20% higher performance metrics than those without. The ability to track and redeem rewards in real-time also adds to motivation, helping sales teams push for better results. 

Actionable strategy: Companies should implement dynamic incentive programs that recognize individual contributions, team collaboration, and long-term achievements. By combining monetary rewards with recognition-based incentives, businesses can create an environment where sales reps stay engaged and perform at their best. 

How Compass can transform your sales performance 

To truly empower your sales team, you need a comprehensive incentive and commission management platform like Compass.  

Here’s how Compass can revolutionize your sales operations: 

• Build complex and scalable commission plans within minutes with a no-code designer. 
• Implement spiffs, accelerators, bonuses, multipliers, ramps, and clawbacks effortlessly. 
• Ensure error-free commissions with automated calculations and audit tracking. 
• Gain real-time visibility into sales performance with advanced analytics and quota tracking. 
• Empower sales reps with mobile access to track earnings, incentives, and sales goals. 
• Simplify finance and compliance workflows, ensuring seamless commission payouts. 

With Compass, you can motivate your sales force, enhance productivity, and drive revenue growth—all while reducing administrative burden and errors. 

Retention strategies: keeping your best salespeople engaged 

Once you’ve hired top sales talent, retaining them is just as important. High turnover disrupts sales momentum and affects customer relationships. Here’s how to keep sales reps engaged and motivated long-term: 

• Foster a positive sales culture: Encourage teamwork and celebrate wins. 
• Regularly review compensation structures: Keep incentives competitive. 
• Recognize and reward contributions: Public acknowledgment boosts morale. 
• Support work-life balance: Prevent burnout with reasonable targets and flexible work options. 
• Encourage internal growth: Promote from within to show career progression. 

Conclusion

Attracting and retaining top-performing sales reps requires more than just competitive salaries. Companies must understand what sales reps want and implement strategies that foster trust, independence, and long-term career growth. 

By prioritizing these key factors—a strong product, great leadership, effective tools, fair incentives, and continuous learning—businesses can create an environment where salespeople thrive. This not only enhances individual performance but also drives company-wide success.