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How to create an awesome mission statement for your sales team

April 28, 2023

mission statement


Sales teams need a mantra – a clear picture of what your company offers. When you want to crystallize your company’s mission with a compelling phrase, that’s where a mission statement can help. 

Many companies do fine without a mission statement. But, when done right, it can offer a competitive advantage and articulate everything you care about. Or, in this case, help your sales team focus on the right goals.

A vision and mission statement creates a strategic guideline for your organization. They are an integral component of the core values of your business. They can set priorities and goals, thus creating a road map for the company’s future.

“No company, small or large, can win over the long run without energized employees who believe in the mission and understand how to achieve it.” – Jack Welch.

A mission statement for the sales team can empower employees. It is the heart and soul of your organization. It provides a cohesive team message that outlines the purpose and goals of the group so that the sales team can work effectively to achieve them.

But, to create a remarkable sales mission statement, you must first cover the basics. 

Many people are unfamiliar with the differences between vision and sales mission statements. This guide teaches you how to create mission statements for your target audience.

What is a mission statement?

Non-profit mission statements are one to two sentences explaining why the company exists and what it has to offer. A mission statement for the sales team is a brief and precise statement that emphasizes the team’s purpose. The message shows the team’s objectives and ethos.

A sales mission statement is very similar to a company’s mission statement. The only difference is that the former targets a smaller group. A team mission statement shows what the sales team accomplishments to expect. It talks about the company’s goals and vision so that the sales team can base their work around it.

“Without a mission statement, you may get to the top of the ladder and then realize it was leaning against the wrong building.” – Dave Ramsey.

Renowned businesses are often using a single sentence. But you can also do well with a short paragraph. The mission statement defines the company’s ethics, core values, and company spirit. It can be used to give investors some form of reassurance and inform the sales team.

To create a mission statement for your sales team, consider how your business affects the target audience, investors, and clients.

The mission statement helps give employees a sense of direction. For example, if the company is going through turmoil, the team can use a well-crafted mission statement to remain centered and focused.

With an effective mission statement, the sales team has a standard they should follow – like a pathway to success. A clear mission statement is necessary because it can break down the sales team’s goals and objectives. 

Company mission statements are different. A company’s mission statement encompasses the entire business. 

A team mission statement shows better precision as it targets one segment and leads with purpose – like a targeted message. It can help spread optimism and establish a clear vision that aligns with company values.

Mission statement vs vision statements

Companies need mission and vision statements. A vision statement describes the why. In contrast, a mission statement focuses on the how.

  • Vision statements are future-oriented. A vision statement gives a perspective on how the future will be. They denote the company’s mission by focusing on ethics, core values, and future goals. Companies that have a perspective can have a vision.
  • A mission statement focuses on the present. Using it as a daily management tool for your target audience. It is practical, coherent, and news-like. The mission statement’s purpose is to focus on the present goals that can be useful for the future.
  • A vision statement is here to motivate employees. The vision statement emphasizes the concept of your company and its impact on the world in the future. A vision statement can be an excellent motivation tool for new hires and experienced employees. A concise vision statement is usually minimal. You can’t use a vision statement for daily operations.
  • Mission statements are here to inform employees. A mission statement refers to the means of achieving the company’s goals. It can be written in a longer paragraph to point out all the tangible objectives of the sales team.

For organizations, this is why a CEO’s vision is crucial for a company. Take Steve Jobs, for example. He is considered a visionary legend because his perspective came true. He earned his place in the history of computer design by accomplishing long-term opportunities, such as the innovations of the iPod, iPad, and iPhone.

The thing is, even small businesses can benefit from having mission and vision statements. Employees need them to have direction and can maintain focus. If a company intends to survive in today’s marketplace, having a clear mission and mission is a prerequisite.

If the company’s vision doesn’t line up with its mission, there is no team cohesion, measures for success, current objectives, or future direction. This can have a negative impact on the company’s reputation. 

In other words, vision and mission statements provide a deeper understanding of company spirit, goals, and ways to achieve success.

How to write a mission statement for your sales team?

To write a mission statement, you should:

  • Explain what the company offers.
  • Identify the core values of your business.
  • Use concise and clear language.
  • Emphasize the unique strengths.
  • Stay clever and actionable.  

“Make your team feel respected, empowered, and genuinely excited about the company’s mission.” – Tim Westergren.

According to a LinkedIn survey, many American companies are turning off almost two-thirds of potential new hires because they lack purpose. Experts surveyed over 1,000 workers and 500 HR professionals and recruiters.

Based on the results, 64.7% of people looking for a job stated that not agreeing with or knowing a company’s purpose, value, or mission was a deal-breaker for them.

Whereas 52% stated they were actively searching for a job in a company whose vision and mission match their own values.

Simply put, a real disconnect exists between what professionals look for and how a company presents itself. Today’s workers and professionals are more aware of how purpose, mission, and value can affect their everyday life. So, they are looking for a company that can articulate those values and missions.

A mission statement can help you convey the right message.

For example, your business wants to improve workflow and processes. There is a need to encourage employees to use the latest technological advances. Like CRMs to track customers or gamification software to boost engagement and build team unity.\

Gamification uses non-game mechanics to promote user engagement, internal and external eLearning, performance management, motivation, and customer loyalty. You can use gamification to grow your business, improve collaboration, and offer instant feedback and better performance.

In such cases, you can write a mission statement that says “to stay competitive and improve processes by using innovative technologies.” From ensuring sustainable energy to VR meetings, there are plenty of innovative technologies for your sales team to explore.

The mission statement should spread ideas that matter. It should be coherent, practical, and achievable. The steps below can help you create a strong mission statement.

Step #1: Explain what the company offers

Your business exists for a reason. You want your sales team to understand that reason. This means the mission statement should answer basic questions such as:

  • Why the team exists?
  • What are the long- and short-term goals the team is pursuing?
  • Who does your sale team serve?

Let’s say your business sells foods and ingredients. A good mission statement clearly identifies the product (i.e. healthy, organic, locally sourced), emphasizes the sheer value of that product (i.e. point out why the customers want it), and how the sales team can help.

Everyone on your sales team should participate in developing the team’s mission statement. They should actively discuss their responsibilities and roles for the customers.

But, to create a great mission statement, you must take those you serve in mind. Is it customers, stakeholders, or the company? This must be clearly identified in the mission statement. For that, you need to know your audience. Here are some examples to get inspired.

The KFC service values read, “we have a passion for food and serve it with pride. We believe that you should come to work as the best version of yourself and treat every guest like a friend. And it’s our job to ensure that every guest leaves happy.”

The first sentence is concise and easy to understand, while the rest of the content clearly outlines who KFC serves and how they want their staff to treat the customers.

Step #2: Identify the core values of your business

Your organization’s core values are the very DNA of your business. The core values are what set your business apart from the rest of the competition.

Now, many corporate mission statements are huge and flamboyant. Of course, these are massive corporations that can afford it. So, they will do whatever it takes to create idealistic statements that can topple the competition.

The values shouldn’t be generic for a good mission statement, like achieving excellence, collaboration, or diversity. Take the Adidas sales mission statement, for example. It reads “to be the best sports brand in the world.”

Adidas is one of the top retailers of sports shoes and apparel. Although their mission is great for a company to aspire to, you need something laser-focused. Remember, your sales team isn’t Adidas. So, the sales mission should be more tailored to the capabilities and achievements of your business.  

The mission should be innovative, sustainable, credible, and customer-oriented, preferably in your local area or based on your target audience. You can use the mission statement to discuss what the sales team should focus on – delighting existing clients or attracting new members. It should focus on employee respect and customer trust.

Step #3: Use concise and clear language

Readability is crucial. Most mission statements are ambiguous. Even if you want to make it sound professional, you can write poor material that leaves the reader needing clarification. So, the mission statement fails to convey its message.

A good mission statement has no fluff, corporate jargon, or long sentences. Mission statements demand clarity, simplicity, and excellent readability. Here are some statement examples that you can learn from.

  • Old statement: “The mission of The Women’s Center is to improve significantly the psychological, career, financial and legal well-being of women, men, couples and families, regardless of their ability to pay.”
  • New statement:  “The mission of The Women’s Center is to significantly improve the mental health and well-being of all members of the community through counseling, education, support, and advocacy.”

Step #4: Emphasize what puts the company in the spotlight

The mission statement for the sales team should point out the company’s unique strengths. It should include a winning idea that helps your business stand out. This is the reason customers come to you rather than your competition.

Take a look at Ray Ban’s mission statement – “To protect the eyes and enhance the faces of men and women worldwide by manufacturing and selling quality, stylish sun, and prescription eyewear.” Ray-Ban is an industry leader in designer eyewear.

Within the statement, we can see the focus on targeting customer needs. The company serves a wide range of audiences. This allows the brand to create more compelling statements for a vast target market. But not all statements are as elaborate as this one. Others prefer simplicity.

Want more statement examples from socially conscious businesses? Here is one from Classy – an online fundraising platform that provides non-profits with simple and effective solutions to manage their fundraising efforts. The statement says, “mobilize and empower the world for good.”

The statement sums up the company’s purpose in one sentence. It shows value and impact without the use of complex wording or long sentences. The platform focuses on creating meaningful relationships and improving the health and wellness of people.

Step #5: Stay clever and actionable

The statement should rally your sales team. It should tell what your business does for clients, staff, and the community. It should be informative, useful, and action-oriented and be a compass for what the sales team should strive for.

Look at Starbucks’s mission statement: “To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.” It is clear what the company’s mission is. The brand puts a strong emphasis on its consumers. The statement is firm and is meant to boost the human spirit.  

Here are some more statement examples. Oreo’s mission statement reads, “we want our consumers to regard us as their primary snack food. We want our customers to know that we have their wants and needs in mind along with working to create products that will cater to their health-conscious lifestyle”.

The company’s purpose is to make its customers feel satisfied. The goal is for consumers to make weekly and monthly purchases, buying one to two packs at a time. By offering a range of products and excellent customer service, the company can mitigate any pressures regarding health and wellness.

Tips for writing an awesome mission statement

Find the right balance between optimism “Our goal is to be #1 in the industry” and overt realism “We aim to provide quality service and products.” 

Neither of these statement examples helps distinguish your company. But, when you combine them and offer precise goals and actions, you can get a compelling message.

A well-made mission statement should be:

  • Believable – The best mission statements are the ones that are plausible, reasonable, and realistic. Define what the company does and whom it serves, and demonstrate the common goals.
  • Structural – For a statement to be effective, it must be concise. It shouldn’t be filled with meaningless and vague buzzwords. It should guide the decision-making process and keep the company on track. Keep it brief and add additional information elsewhere. For example, you can write your mission statement on your website right next to the vision statement. Then add more information such as the “about us” section, what does your company stand for, etc.
  • Inspirational – Successful mission statements connect with people on an emotional level. They show that the staff is invaluable to the business. Naturally, employees are more driven when they are valued and acknowledged for their endeavors. You can highlight their contributions in the mission statement and show how they can benefit your company.
  • Meaningful – The mission statement for the sales team should pay attention to what’s really important to the company. Is it offering a compelling shopping experience, revolutionary price, or functional home furnishing products? Whatever your company offers, it should be included in the statement.
  • Creative – Consider expanding the mission statement with illustrations, social media posts, ads, and blog posts with which your sales team can interact.

When you are done, ask the team how they feel about it. Is there something they don’t like? Remember, a mission statement can always be changed, especially when the company grows. You can rewrite it to represent the new company goals.

Top mistakes to avoid

Even the best companies can make a mistake.

An organization must create a strong foundation when it wants to perform at the highest level. To do that, everyone on your sales team should start on the same page. Better yet, customers should know what to expect from your business. So, as time goes on, you can build trust.

The staff appreciates a company that clearly articulates its goals. The mission statement can help propel your staff forward. But, when done poorly, you can’t expect to gain the same results. Here are a few mistakes you shouldn’t make when writing a mission statement.

Mistake #1: Having a mission that’s too general and boring

Most leaders have a mission, purpose, and vision. But, when they want to spell them out, they result in platitudes, cliches, and concepts that can mean many different things. They are safe but add no value.

Here are some mission statement examples to avoid:

  • “Our goal is to make the world a better place.”
  • “We want to be the best in the eyes of our clients.”
  • “We want to provide superior products at competitive prices.”
  • “Our aim is to deliver a better, bigger, and safer railway.”

These statements don’t work because they outline what every other company has ever done. It has no clear principles, guiding objectives, or powerful motivators. It is basic, short, and with very little nuance on how the staff can achieve these goals.

Many big consumer goods companies use statements like “to apply ethical principles.” Applying ethical principles should be given and shouldn’t be mentioned in the statement. Another example is “to be an industry leader.”  

Again, it is normal for a business to want to outperform its competition, but this, too, is to be expected and shouldn’t be mentioned in the statement. When your sales team has a meaningful mission statement, they can reflect on it with everything they work on.

Mistake #2: Not getting input from your sales team

Employees like to be included. But, if you draft a mission statement in a vacuum, workers are less likely to execute it.

When you involve your sales team in the process, you give them a sense of purpose. They can give valuable insight, material, marketing, or communication tips. You can integrate these things into the statement and make it feel more meaningful.

Here is an extra tip from other mission statements that work. When writing the mission statement, ask this:

  • What kind of community do we want our company to build?
  • How can we show that we believe in our clients?
  • Where do we want the clients to be x years from now?
  • What weaknesses or strengths do our clients have that we can solve?

Using focused questions can help you create a well-defined statement. These are not superficial questions, and they do offer purpose.

Mistake #3: Not being sincere or honest

If you don’t believe in your mission, no one else will. The statement must be genuine and believable. It exists so that your staff can fulfill it. You set yourself up for failure when you settle for something mediocre or far-fetched.

For example, you can give the best mission statement globally – but if your staff isn’t living it out, you’ve achieved nothing. The biggest problem with statements such as these is failing to show actual results.

You can write all sorts of things and make the mission look perfect on paper. But, if it contradicts your current company culture, it can be ineffective. So, instead of just telling people the mission, show them. Actions speak louder than words.

Mistake #4: Using business lingo

Some business leaders use a lot of jargon. It is supposed to make the statement sound smarter and more well-defined; it also increases brand loyalty, right? Not quite. Though professional language can appear highly sophisticated, it is best to avoid it.

Business jargon may be common in the marketing industry, but it doesn’t tend to attract a general audience. It shows authority but is less likely to convey the message. When writing a piece of content, like a mission statement, jargon creates a language barrier.

Corporate jargon is imprecise and takes more time to understand. This is why most people prefer simple and concise sentences.

When writing your own mission statement, state your intent clearly. It shouldn’t come off as pretentious to the sales team. Opt for relatable and authentic vocabulary that can make people feel at ease. Here are some mission statement examples you can draw inspiration from.

LinkedIn mission statement states, “connect the world’s professionals to make them more productive and successful.” Instead of using business lingo, LinkedIn has gone with a clear and simple statement that is easy to comprehend for different age groups.

TED talks mission is to “discover and spread ideas that spark imagination, embrace possibility and catalyze impact.” This is another excellent statement example that creates momentum and doesn’t rely on any idioms or slang to create an impact.

Mistake #5: Including exaggerated goals

To try and inspire the sales team, some leaders make the mistake of going overboard with the mission statement. They include unbelievable and exaggerated claims that are impossible to achieve.

It is absolutely normal to be hopeful and to want your business to succeed. But you can’t cross the line between sheer fantasy and practical reality.

For example, let’s say you recently opened up for business. Writing a mission statement that says, “our goal is to become the best provider in the city,” then is a bit of a stretch. Focus on your local area first, revisit your goals, and plan for the next 3 to 5 years.

See how well the business is doing and work on improving the mission statement along the way. The statement must be tangible and focused on the people that work in that business.

Mistake #6: Not leaving space for improvement

The mission statement can be subject to change. It should morph and adapt to the growth of your company. Over the years, the customers might shift, your environment can change (like due to an environmental crisis), and the company’s purpose can change. So, you should always be willing to make that change.

Here is an example.

March of Dimes was founded back on January 3, 1938. It was originally created to help polio victims. With the introduction of vaccines in the 50s and 60s, polio was brought under control. As a result, the organization changed its mission to focus on preventing infant mortality, premature birth, and birth defects.

To make an effective mission statement, urging the staff to review it every 1 to 3 years. If you plan on making a major transition or your company is going through a drastic change, you can change the statement much sooner.

Speaking of time, when is the best time to change the mission statement?

If your company has changed, incorporated, or completely removed one or multiple programs, you can change the mission statement. Perhaps, you are targeting specific demographic areas or are expanding your client base. Whatever the case, the mission statement should reflect these changes.

Another reason to change the mission statement is the current scope of your business. For example, you’ve gained more funding, new staff members, or lost some resources. You can reassess the mission statement and see how resources are being used to move forward.

The Bottom Line

Every for-profit and nonprofit organization wants to gain more revenue both directly and indirectly. That’s where having a mission and vision statement comes into play. The mission statement outlines the company’s industry position and goals. It helps employees stay focused.

A mission statement for your sales team is much more centered than a company mission statement. It pays close attention to the team’s targets and ensures that your employees make the right decisions for the company’s future.

An excellent mission statement is precise, actionable, and flexible. It doesn’t use complex business jargon or exaggerated goals. It includes input from your sales team and is tailored toward a wide range of audiences.
If you need help to level up your sales team’s performance and create a motivating culture through coaching, recognition, and gamified competition, Spinify can help. Spinify is a tool that uses psychology to empower staff to deliver optimal performance. It can keep your team motivated daily, weekly, and monthly. Contact us today or visit our LinkedIn page to find out more.

Put those insights into practice.

Set your team up for success by improving their performance through gamification.

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