Building a successful sales culture takes more than just a talented sales team – it requires transforming an entire organization’s mindset. As companies scale globally, this challenge becomes even more critical. Few understand this better than Thomas Homsi, who drives global sales at Whitefriar, a Miami-based online reputation solution. Drawing from his experience leading sales across the United States, Europe, and Asia, Thomas shares practical insights on fostering a sales-driven culture that extends far beyond the sales department.
Here are his 3 practical strategies for building a sales mindset across every department:
1. Align Every Department with Sales Goals
Most companies stick sales goals on the sales team and call it a day. Thomas sees it differently. “Sales isn’t just a responsibility of a sales team – it’s every department,” he says, pointing out how money flows through every part of a business. He breaks it down simply: marketing needs to speak the customer’s language, product teams should build what the market actually wants, and customer success has to keep an eye on both keeping and upselling clients. “They should understand how their work impacts revenue and how we all get to keep getting paid,” Thomas notes. When the whole company pulls in the same direction, deals close faster.
2. Encourage a Performance-Driven Mindset
Talk is cheap. Results aren’t and that’s why Thomas pushes for what he calls a “performance-driven mindset” across every team. “A sales-driven culture thrives on accountability and results,” he explains. But he’s not just cracking the whip – he’s creating a system where everyone can win. His approach mixes competition with teamwork. Set clear goals people can actually measure. Track success in ways everyone understands. Give top performers their moment in the sun. “Celebrate wins, big or small,” Thomas advises. This creates an environment where people want to push for better numbers, not because they have to, but because they’re part of something bigger.
3. Invest in Sales Enablement and Training
You wouldn’t send a carpenter to work without a hammer. Same goes for sales. “A great sales culture starts with the right tools and training,” Thomas points out. He’s talking about more than just fancy software – though good CRM systems and AI analytics help. It’s about ongoing education that keeps people sharp. “Make training a continuous process, not a one-time event,” he insists. This constant improvement keeps teams ready to drive revenue at every customer touchpoint. When people have the right tools and know how to use them, magic happens.
Making Sales a Company-Wide Priority
In the end, sales done right is how a company grows. But Thomas is quick to point out that building a sales culture isn’t about turning everyone into salespeople. “A sales-driven culture isn’t about pushing people to sell,” he explains. “It’s about creating an environment where every employee understands their role in driving growth.” Get your teams lined up, reward good work, and give people what they need to succeed. Do that, and sales transforms from a department into the engine that drives everything forward.
Between his board roles, advisory positions and leading Whitefriar’s global sales push, Thomas keeps proving this approach works. His message is clear: when everyone in the company understands how they help close deals, those deals close themselves. Thomas keeps pushing this message across continents because he’s seen it work. Sales isn’t just about having a great pitch – it’s about building a company where every person, every department, and every decision points toward growth. When that happens, success isn’t just possible – it’s inevitable.
Visit Thomas’ website and connect with Thomas on LinkedIn to learn more about building effective sales cultures and driving global revenue growth.
