Shawn Jolley If you work in field sales, you already know numbers matter. But as Erika Munson reminded us in this Down the Rabbit Hole conversation—culture matters just as much. In her four and a half years leading the people strategy at SalesRabbit, she has seen how culture drives performance, loyalty, and growth in field sales.
“Culture isn’t a poster on the wall. It’s how teammates treat each other when no one’s watching.”
Watch the Conversation
The full interview is right here:
Highlights from the Conversation:
Why Culture Directly Impacts Your Results
In field sales, success depends on more than skill or effort. Culture is what keeps reps motivated in the heat of summer, inspires managers to coach better, and convinces top performers to return season after season. Strong culture helps you:
- Hit your goals by aligning behavior with performance expectations
- Prevent burnout so reps stick through the season
- Strengthen your reputation in every neighborhood you serve
Whether you’re running a team or knocking doors, culture is part of your competitive edge.
Scaling Without Losing What Makes You Strong
Busy season growth often means onboarding dozens of reps at once. That can strain even the best teams. But growth itself doesn’t ruin culture—ignoring it does. Erika’s advice: be intentional.
- Managers: Move from relying on a few “culture keepers” to building systems that set clear expectations for everyone
- Owners: Make sure reps know what good looks like and why it matters
- Reps: Stay engaged in communication as teams grow larger
Teams with structured systems for communication are more likely to hit performance goals consistently.
Hiring Right and Recognizing Right
Erika makes two points every field sales leader should remember:
- Hire with intention. Bringing in the wrong people can derail a team fast. Owners and managers should look for reps who believe in the mission and add to the culture
- Recognize beyond revenue. Reps notice when effort, mentoring, or resilience go unrecognized. Celebrate the teammate who helps others, not just the one with the biggest deal
“Recognition turns culture from an idea into something people feel every day.”
If you’re a rep, recognition also flows sideways: call out the people around you who make the team better.
Red Flags vs. Green Flags You Can Spot Today
Erika walked through common field sales scenarios and called them out as red or green flags. Here’s what to look for:
- 🚩 Red Flag (Managers): Only praising top closers. That message sidelines everyone else.
- ✅ Green Flag (Managers): Tailoring incentives to individual motivations. Personalized recognition goes further.
- 🚩 Red Flag (Owners): Promoting closers into leadership without training. Sales skill does not necessarily equate into leadership skill.
- ✅ Green Flag (Reps): Mentoring new hires without being asked. That builds trust and culture.
“Culture starts at the top, but it lives in the middle.”
If you’re leading a team—even a small one—you are the culture.
Why People Come Back
Money matters, but it’s not enough to keep reps year after year. Reps stick around because they feel growth, recognition, and belonging.
- Reps: Think about the teams you’ve returned to—chances are you came back because of the people and support
- Managers and Owners: Create an environment where reps want to return. That loyalty builds compounding success season after season
Driving Performance Without Burning Out Your Team
High expectations come with the job. But leaders must balance results with care. Erika points out:
- Set clear expectations. Ambiguity creates stress
- Balance accountability with empathy. Push when needed, support when needed
- Watch for toxicity. A rep who delivers revenue but drags culture down costs more than they earn
Teams with leaders who coach weekly have lower turnover during peak season.
Practical Tip: Recognition
Erika’s top advice for anyone building or leading a team? Recognition. Whether you’re praising a teammate for mentoring, a manager for coaching, or a rep for resilience, recognition amplifies culture across the team.
The Takeaway?
If you’re in field sales, culture isn’t optional. It’s what keeps teams together when the work gets tough and what drives results when energy dips.
Reps want to feel valued. Managers want consistent performance. Owners want to grow without losing what makes their company strong.
Erika’s advice shows that with intentional hiring, consistent recognition, and strong leadership, culture can deliver all three.
Next Step for Teams:
Want to build a culture that drives results? SalesRabbit can help you align your people and your processes so your team not only sells more but thrives while doing it.
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