It might not be up there with throwing up on your CEO after partying too hard at SKO, but it’s a big mistake nonetheless. Sales teams from all over the world fly all the way to the US for the annual Sales Kick Off, only to clique together with colleagues from their home country.

They all sit close together in the big presentation hall and stay close to each other during the break-out sessions. At the end of the day, they gather at the hotel lobby bar and then go out – with their local colleagues. They miss out on one of the most valuable (and lasting) take-aways from SKO: a strengthened social support network.

Social support networks are people you gather around you to obtain and provide support when facing challenges. They stimulate perseverance by providing practical support that develops skills and insights, to emotional support that strengthens mindset and resolve. Social support networks are the cement for a strong team foundation; without it, we’re weak.

While sales people like to clique together, underneath that pleasantness often sits a level of competitiveness that works against the proper formation of such a network. Some selfishly (or a least unconsciously) think that spending time on helping someone who’s struggling is a distraction with no payback for them. Some are keen to keep the best accounts, and quietly see their peer knocking it out of the park as a threat. Most are just too busy.

In sales, the typical attrition rate (the percentage of the workforce leaving their job in a given year) is around 34%. It’s three times higher than the average attrition rate across companies (11%). A strong social support network isn’t the only way to fix this, but the topic doesn’t always get the attention it requires either. If you’re in sales, it’s often up to you to create and maintain your social support network.

So what to do?

Consciously create and maintain a network of people who you can help, and who can help you. At the start of each quarter, sit down and think about who you would like to have in your social support team. You don’t have to ask them formally; a modus operandi based on an informal give-and-take works just fine. Catch up with them regularly, and make sure to give, and not just take.

International Sales Buddies can be a hugely valuable element of such network. An International Sales Buddy is someone in your company who has the same role as you but in a different country. They lack the competitive tension your peers in the local office might exhibit and will be more willing to help you succeed. Before Sales Kick Off, do your homework and reach out to a shortlist of potential candidates from across the globe. During SKO, spend time to network with them and find one (or two) with whom you click. 

Chances are your buddy is going through the exact same challenges as you, so agree to check in every other week to compare notes. These could be practical tips around how to better pitch that new solution, finding a case study that really resonates with CFOs, or a way to accelerate the discount approval process. Maybe you want to test your new pitch in a role play, or bounce some ideas around on how to best segment your accounts. Be careful to not make it a ‘whinging session’. It’s easy to vent your frustration with someone who doesn’t sit right next to you, but that could make it hard to build a healthy relationship over the phone.

Whatever you do, fly back from SKO with a strengthened social support network. And don’t drink too much.


Like to get more tips on how to get to target with a calm mindset and a smile on your face? In my new book, In the face of challenge: Perseverance in sales, I tell the story of my life-threatening kitesurfing accident that left me in a coma, and explore what my two-year recovery taught me about perseverance. I share over a hundred practical tips for AEs, CSMs, SCs, SDRs and their managers on how to deal with challenges in sales, and how to avoid them in the first place. For more details and a list of retailers who carry the paperback and ebook, see here.