Sales professionals are driven by results – but also by recognition and progression. A clear career path signals that the company invests in its people, giving them a reason to stay beyond the first commission cheque.
In our conversations, candidates repeatedly mentioned frustration with “flat” structures and unclear promotion criteria. When these aren’t defined, even high performers start to look elsewhere.
Recruiter insight:
If your job descriptions and interview process don’t clearly outline what success looks like beyond year one, candidates are more likely to walk away – even if your salary offer is competitive.
The role of trust and realistic targets
The second- and third-ranked motivators – realistic targets and a manager you trust – go hand in hand. Salespeople want to know that success is achievable and that they’ll be supported by leadership that values transparency.
A strong manager relationship is also one of the biggest predictors of retention. In fast-moving B2B sales environments, trust and communication outweigh flashy incentives.
Why OTE isn’t the deciding factor (anymore)
While OTE used to be the key driver for job changes, it’s now seen as part of a broader picture. In uncertain markets, stability, career growth, and realistic expectations often outweigh the lure of a higher number that feels unattainable.
In short: candidates are getting smarter. They’re comparing not just salaries, but the culture and leadership that come with them.
What employers can do differently
To attract and retain the best B2B sales professionals, companies should focus on:
- Outlining clear career frameworks in job descriptions and interviews.
- Setting achievable, transparent sales targets.
- Building strong leadership that prioritises mentorship and communication.
- Ensuring compensation matches long-term performance, not just short-term wins.
When candidates can see a future with you, they’re far more likely to choose your offer – and stay.
Key Takeaway
Money still matters – but meaning matters more.
In 2025’s competitive sales landscape, clarity, trust, and growth opportunities are what truly convince top performers to say yes.
Ready to build a sales team that stays?
At Totaco, we specialise in B2B sales recruitment across the UK and beyond. Our insights come from thousands of real conversations with candidates and clients – helping you hire smarter, faster, and with confidence.
Get in touch to discuss how we can help you attract (and keep) the right people for your team.