How to Start a New Sales Territory to Beat the Competition

Start a New Sales Territory
Launching a new sales territory can be both thrilling and daunting. It’s an opportunity to prove your ability to build something from the ground up — but also a test of your sales discipline, strategy, and resilience. The way you approach those first few months can define your career trajectory and determine whether your sales team meets — or misses — its targets.

Sales Territory Research
Recent research by Xactly and SpectrumTek indicates that:

• Well-designed sales territories can boost sales productivity by up to 20% and increase revenue by 15% to 30%.
• Aligning territories with market potential can lead to up to 20% growth in sales productivity

What separates those who thrive from those who struggle in a new territory?

Start with Strategic Sales Clarity
We know from organizational alignment research that strategic sales clarity accounts for 31% of the difference between high and low performing sales teams.  Sales rep assessment simulation data tells us that the key to hitting the ground running as you start a new sales territory is to make sure that you are crystal clear in three sales strategy areas:

1. Clearly Defined Sales Territory Success Metrics
   Be crystal clear about what defines high performance for your sales territory in terms of revenue, margin, win rate and portfolio mix. Make sure you can identify the two strategy success metrics that matter most.

   Assuming the metrics are fair and achievable, this sets the stage for you to create a sales territory management plan that makes sense.

2. Agreed Upon Ideal Target Client Profile
   Identify the profile of your best clients where you should win 75% of the time. Target customers who “fit” better than others consistently produce higher revenue, profits, satisfaction and win rates.

   Do not make the mistake of trying to win new customers until you know where you should win in terms of industry, size, geography, buyer, and problems to be solved.

3. Unique Value Proposition
   Once you know how your success is measured and who your best clients are, your next step is to clearly identify what sets you apart from the competition in the eyes of your target buyers.

   In order to grow your territory, you must be crystal clear about what differentiates you from the competition in the eyes of your target buyers.

Learn As Much As You Can
Once your sales strategy is clear enough, it is time to put your solution selling skills to practice in to learn as much as you can about your new target customers.

• Who are they?
• What problems are they facing?
• What can you uniquely do to help solve their most pressing business problems?
• How can you accelerate their success?
• When and how do they buy?

How to Gather the Right Information About Your Sales Territory
The way you gather information about your new sales territory will depend heavily on its history and context. Whether you’re stepping into a thriving region, cleaning up after a weak performer, or building from scratch, your approach will set the tone for your success.

• If You’re Following a Successful Predecessor
  If you’re inheriting a territory from someone who performed well, make it a priority to meet with them before you dive in. Learn what they know about the territory’s key accounts, decision-makers, and dynamics. If possible, ask for introductions to their top customers to ensure a smooth handoff.

  This not only helps you gain valuable insight into customer needs and expectations — it also reassures clients that their business will continue to receive consistent, high-quality support.

• If You’re Following a Poor Performer
  When a sales territory has been underperforming, your job becomes both diagnostic and strategic. Meet with your sales manager to understand the full story — what went wrong, what’s been tried, and what still holds potential. If the former sales rep is available, speak with them as well.

  Even a short conversation can shed light on hidden barriers, from product fit to customer dissatisfaction, helping you anticipate and avoid similar pitfalls.

• If You’re Building a New Territory from Scratch
  Starting fresh offers both freedom and pressure. There’s no existing customer base to rely on, but there’s also no baggage. You get to shape the narrative, set the pace, and build a foundation for growth.

  Success in a new territory comes down to focus, persistence, and intelligent planning.  Begin by working closely with your sales leader to understand how the territory was defined and where the best opportunities lie. Then, apply three business sales training best practices:

  • Research target industries.
  • Map potential accounts.
  • Develop a prioritized outreach plan.

The Bottom Line
Success in a new sales territory starts with knowledge. The more you understand your customers, your territory’s history, and the opportunities ahead, the better positioned you are to succeed. Leverage every resource available, and listen carefully to those who have experience with your target accounts. With solid information and thoughtful planning, success becomes a matter of strategy and discipline rather than luck.

To learn more about how to start a new sales territory to beat the competition, download 4 Big Signs Your Sales Territories Need Redesigning