What is sales turnover?
The Sales turnover refers to the staff turnover rate within sales teams. It measures the departure of salespeople (voluntary or not) over a given period, generally one year.
The commercial function has specific characteristics that explain a naturally higher turnover: constant pressure to achieve goals, variable remuneration, direct exposure to the market and strong demand from competing recruiters.
Why it is a strategic issue
Each departure from a salesperson leads to a cascade of consequences:
- Immediate loss of customer skills and knowledge
- Slowdown in activity for 3 to 6 months
- Recruiting and training costs
- Potential demotivation of the remaining teams
- Impact on employer reputation
Key figures for commercial turnover in 2025
Turnover rate by sector
Sources: INSEE, sectoral studies 2024
The evolution of expectations
The figures reveal a profound transformation in the aspirations of salespeople:
- 40% of managers are considering changing businesses within the year
- 52% of sales representatives see change as an opportunity
- 55% of employees are constantly listening to the market
- 53% of salespeople prioritize the benefits of the position over remuneration
How do you calculate your turnover rate?
The reference formula
Turnover rate (%) = [(Departures + Arrivals) ÷ 2] ÷ Effective January 1 × 100
Concrete example
Situation: 20 sales representatives on January 1, 4 departures and 3 arrivals during the year.
Calculation: [(4 + 3) ÷ 2] ÷ 20 × 100 = 17.5% turnover
How to interpret your result
- Less than 10%: Very weak - watch out for stagnation
- 10% to 20%: Normal - healthy balance
- 20% to 35%: High - alert signal
- Over 35%: Critical - urgent action required
The 5 main causes of sales turnover
1. Failing managerial relationships
It is now the number one starting factor. The numbers speak for themselves:
- 40% lament a lack of proximity with their manager
- 26% want more kindness
- 50% consider the relationship with the hierarchy to be essential
Common mistakes: Micromanagement, lack of recognition, only top-down communication, lack of constructive feedback.
2. Lack of autonomy and over-surveillance
68% of salespeople want to change companies due to lack of autonomy. Modern teams aspire to:
- Organize their prospecting according to their methods
- Manage their time and priorities freely
- Take initiatives without systematic validation
- To be judged by the results, not the means
3. Lack of development prospects
41% of salespeople cite the prospects for development as a priority criterion for choice.
Warning signs to watch out for:
- No formalized career plan
- Non-existent continuing education
- Promotions based solely on seniority
- Glass ceiling visible quickly
4. Unrealistic goals and excessive pressure
Pressure is inherent in the job, but when it becomes toxic, it pushes at the start.
Sources of stress identified:
- Objectives disconnected from market reality
- Constant increase in quotas without resources
- Time-consuming reporting that impinges on sales
- Culture of “always more” without recognition
5. Opaque and unsatisfactory remuneration
Although remuneration is no longer the number one criterion (44% vs 53% for the interest of the position), it remains an important starting factor.
Major friction points:
- Complex and opaque commission plans
- Commission payments errors or delays
- Goals perceived as unattainable
- Significant differences with the market
Key figure: 41% of salespeople are not satisfied with their commission model.
The financial and organizational impact of turnover
Direct and indirect costs
Beyond the numbers: Loss of critical customer knowledge, team demotivation, deterioration of the employer image and increased recruitment difficulty.
8 concrete solutions to reduce turnover
1. Training managers in modern leadership
Why it's crucial: A great salesperson does not automatically make a good manager.
Recommended program:
- Managerial communication (2 days)
- Sales team coaching (2 days)
- Recruiting techniques (5 days)
- Conflict management and feedback
Expected result: Caring managers, talent developers and creators of a motivating environment.
2. Create excellent onboarding
The 4 decisive weeks:
Week 1: Immersion culture + installation tools
Week 2: Intensive product training + best practices
Week 3: First steps in the field with support
Week 4: Progressive autonomy + stage point
Success example: Some companies provide 300 pre-qualified accounts from Day 1, allowing 40+ appointments to be obtained in 2 weeks against the expected 15.
Measured impact: 78% of candidates refuse an offer after a bad recruitment experience, and 20% want to leave on the first day if onboarding is a failure.
3. Making remuneration transparent and motivating
Concrete actions:
- Simplifying commission plans
- Offer real-time visibility on the achievement of goals
- Automate calculations to avoid errors
- Ensuring fast and fair payments
Key figure: 84% of salespeople using a dedicated commission management tool are satisfied, compared to only 54% with Excel.
*CAT*
4. Set SMART and achievable goals
The method applied:
- Specific: “5 new business customers” vs “increase sales”
- Measurable: Clear KPIs (sales, deals, average basket)
- Ambitious: To stimulate the challenge
- Realistic: Based on history and resources
- Temporal: Monthly, quarterly, annual milestones
Recommended mix: 60% individual goals + 20% team + 20% personal development
To find out more you can read our article on the SMART method
5. Offer flexibility and autonomy
The new expectations: Businesses offering flexibility reduce their turnover by 25%.
Concrete solutions:
- Hybrid remote work (2-3 days/week)
- Adaptable schedules
- Free organization of the schedule
- Lean reporting that focuses on the essentials
- Remote possible for some profiles
6. Develop a strong and inclusive culture
The 4 essential pillars:
- Systematic recognition
- Celebrating victories
- Highlighting successes
- Varied rewards programs
- Full transparency
- Open communication on results
- Sharing the strategy
- Involvement in decisions (77% want it)
- Team spirit
- Collective challenges
- Regular team building
- Active mentoring
- Innovation encouraged
- Listen to feedback from the field
- Right to make mistakes
- Piloted experiments
7. Investing in the right tools
Optimal tech stack:
- Powerful CRM: Salesforce, HubSpot, Pipedrive
- Automated prospecting: LinkedIn Sales Navigator, Kaspr, Lemlist
- Conversational intelligence: Modjo, Gong
- Commission management: Dedicated transparency solutions
Impact: Well-equipped salespeople are 35% more productive and 2× more likely to stay.
8. Gamifying the retail experience
Why it works: Gamification turns goals into engaging experiences.
Measured benefits:
- Visualization of progress in real time
- Positive emulation in the team
- Recognizing efforts, not just results
- Strengthening cohesion
Available solutions: Platforms like Maslo.app allow you to create gamified commercial challenges with real-time rankings, badges, challenges and dynamic animations and also gives access to the largest salary marketplace in Europe!
Results: +20% in motivation and -15% in turnover observed.
Between scourge and opportunity
A turnover of 0% is not desirable
Moderate renewal (10-15%) brings benefits:
- New blood and new ideas
- Innovation dynamics
- Skills adjustment
- Healthy emulation
Indicators to monitor as a matter of priority
- Turnover of top performers: Should not exceed 5%
- First year turnover: Reflects the quality of onboarding
- Average length: Objective 3-5 years minimum
- Retention rate at 1 year: Must be > 80%
Early warning signals
Identify the warning signs:
- Sudden drop in performance
- Disengagement in meetings
- Decreased proactivity
- Increase in absences
- Fewer team interactions
Preventive action: A well-timed retention interview can save 70% of planned departures.
Take action now
Sales turnover is not inevitable. It is a symptom that you can deal with effectively.
3 immediate priority actions:
- Measure your current turnover and identify specific causes
- Interrogate your sales representatives via an anonymous satisfaction audit
- Launch an action plan on 3 priority levers over 6 months
Conclusion: Your salespeople are the engine of your growth. Investing in their loyalty generates a measurable ROI: cost reduction, team stability, improved commercial performance and strengthening your employer brand.
Frequently asked questions
What is the average turnover rate among salespeople?
Between 35% and 50% depending on the sector, i.e. 2 to 3 times more than the national average (15%).
How much does it cost to leave a salesperson?
Between €5,000 and €8,000 directly, up to 33% of your annual salary including all costs.
What is the main cause of departure?
Failing management (50%), in front of the lack of prospects (41%) and remuneration (44%).
How do I retain my best salespeople?
Focus on 3 pillars: caring management, transparent remuneration, clear perspectives.
Does gamification really reduce turnover?
Yes, studies show +20% engagement and -15% turnover with well-implemented gamification solutions.
The Sales turnover refers to the staff turnover rate within sales teams. It measures the departure of salespeople (voluntary or not) over a given period, generally one year.
The commercial function has specific characteristics that explain a naturally higher turnover: constant pressure to achieve goals, variable remuneration, direct exposure to the market and strong demand from competing recruiters.
Why it is a strategic issue
Each departure from a salesperson leads to a cascade of consequences:
- Immediate loss of customer skills and knowledge
- Slowdown in activity for 3 to 6 months
- Recruiting and training costs
- Potential demotivation of the remaining teams
- Impact on employer reputation
Key figures for commercial turnover in 2025
Turnover rate by sector
Sources: INSEE, sectoral studies 2024
The evolution of expectations
The figures reveal a profound transformation in the aspirations of salespeople:
- 40% of managers are considering changing businesses within the year
- 52% of sales representatives see change as an opportunity
- 55% of employees are constantly listening to the market
- 53% of salespeople prioritize the benefits of the position over remuneration
How do you calculate your turnover rate?
The reference formula
Turnover rate (%) = [(Departures + Arrivals) ÷ 2] ÷ Effective January 1 × 100
Concrete example
Situation: 20 sales representatives on January 1, 4 departures and 3 arrivals during the year.
Calculation: [(4 + 3) ÷ 2] ÷ 20 × 100 = 17.5% turnover
How to interpret your result
- Less than 10%: Very weak - watch out for stagnation
- 10% to 20%: Normal - healthy balance
- 20% to 35%: High - alert signal
- Over 35%: Critical - urgent action required
The 5 main causes of sales turnover
1. Failing managerial relationships
It is now the number one starting factor. The numbers speak for themselves:
- 40% lament a lack of proximity with their manager
- 26% want more kindness
- 50% consider the relationship with the hierarchy to be essential
Common mistakes: Micromanagement, lack of recognition, only top-down communication, lack of constructive feedback.
2. Lack of autonomy and over-surveillance
68% of salespeople want to change companies due to lack of autonomy. Modern teams aspire to:
- Organize their prospecting according to their methods
- Manage their time and priorities freely
- Take initiatives without systematic validation
- To be judged by the results, not the means
3. Lack of development prospects
41% of salespeople cite the prospects for development as a priority criterion for choice.
Warning signs to watch out for:
- No formalized career plan
- Non-existent continuing education
- Promotions based solely on seniority
- Glass ceiling visible quickly
4. Unrealistic goals and excessive pressure
Pressure is inherent in the job, but when it becomes toxic, it pushes at the start.
Sources of stress identified:
- Objectives disconnected from market reality
- Constant increase in quotas without resources
- Time-consuming reporting that impinges on sales
- Culture of “always more” without recognition
5. Opaque and unsatisfactory remuneration
Although remuneration is no longer the number one criterion (44% vs 53% for the interest of the position), it remains an important starting factor.
Major friction points:
- Complex and opaque commission plans
- Commission payments errors or delays
- Goals perceived as unattainable
- Significant differences with the market
Key figure: 41% of salespeople are not satisfied with their commission model.
The financial and organizational impact of turnover
Direct and indirect costs
Beyond the numbers: Loss of critical customer knowledge, team demotivation, deterioration of the employer image and increased recruitment difficulty.
8 concrete solutions to reduce turnover
1. Training managers in modern leadership
Why it's crucial: A great salesperson does not automatically make a good manager.
Recommended program:
- Managerial communication (2 days)
- Sales team coaching (2 days)
- Recruiting techniques (5 days)
- Conflict management and feedback
Expected result: Caring managers, talent developers and creators of a motivating environment.
2. Create excellent onboarding
The 4 decisive weeks:
Week 1: Immersion culture + installation tools
Week 2: Intensive product training + best practices
Week 3: First steps in the field with support
Week 4: Progressive autonomy + stage point
Success example: Some companies provide 300 pre-qualified accounts from Day 1, allowing 40+ appointments to be obtained in 2 weeks against the expected 15.
Measured impact: 78% of candidates refuse an offer after a bad recruitment experience, and 20% want to leave on the first day if onboarding is a failure.
3. Making remuneration transparent and motivating
Concrete actions:
- Simplifying commission plans
- Offer real-time visibility on the achievement of goals
- Automate calculations to avoid errors
- Ensuring fast and fair payments
Key figure: 84% of salespeople using a dedicated commission management tool are satisfied, compared to only 54% with Excel.
*CAT*
4. Set SMART and achievable goals
The method applied:
- Specific: “5 new business customers” vs “increase sales”
- Measurable: Clear KPIs (sales, deals, average basket)
- Ambitious: To stimulate the challenge
- Realistic: Based on history and resources
- Temporal: Monthly, quarterly, annual milestones
Recommended mix: 60% individual goals + 20% team + 20% personal development
To find out more you can read our article on the SMART method
5. Offer flexibility and autonomy
The new expectations: Businesses offering flexibility reduce their turnover by 25%.
Concrete solutions:
- Hybrid remote work (2-3 days/week)
- Adaptable schedules
- Free organization of the schedule
- Lean reporting that focuses on the essentials
- Remote possible for some profiles
6. Develop a strong and inclusive culture
The 4 essential pillars:
- Systematic recognition
- Celebrating victories
- Highlighting successes
- Varied rewards programs
- Full transparency
- Open communication on results
- Sharing the strategy
- Involvement in decisions (77% want it)
- Team spirit
- Collective challenges
- Regular team building
- Active mentoring
- Innovation encouraged
- Listen to feedback from the field
- Right to make mistakes
- Piloted experiments
7. Investing in the right tools
Optimal tech stack:
- Powerful CRM: Salesforce, HubSpot, Pipedrive
- Automated prospecting: LinkedIn Sales Navigator, Kaspr, Lemlist
- Conversational intelligence: Modjo, Gong
- Commission management: Dedicated transparency solutions
Impact: Well-equipped salespeople are 35% more productive and 2× more likely to stay.
8. Gamifying the retail experience
Why it works: Gamification turns goals into engaging experiences.
Measured benefits:
- Visualization of progress in real time
- Positive emulation in the team
- Recognizing efforts, not just results
- Strengthening cohesion
Available solutions: Platforms like Maslo.app allow you to create gamified commercial challenges with real-time rankings, badges, challenges and dynamic animations and also gives access to the largest salary marketplace in Europe!
Results: +20% in motivation and -15% in turnover observed.
Between scourge and opportunity
A turnover of 0% is not desirable
Moderate renewal (10-15%) brings benefits:
- New blood and new ideas
- Innovation dynamics
- Skills adjustment
- Healthy emulation
Indicators to monitor as a matter of priority
- Turnover of top performers: Should not exceed 5%
- First year turnover: Reflects the quality of onboarding
- Average length: Objective 3-5 years minimum
- Retention rate at 1 year: Must be > 80%
Early warning signals
Identify the warning signs:
- Sudden drop in performance
- Disengagement in meetings
- Decreased proactivity
- Increase in absences
- Fewer team interactions
Preventive action: A well-timed retention interview can save 70% of planned departures.
Take action now
Sales turnover is not inevitable. It is a symptom that you can deal with effectively.
3 immediate priority actions:
- Measure your current turnover and identify specific causes
- Interrogate your sales representatives via an anonymous satisfaction audit
- Launch an action plan on 3 priority levers over 6 months
Conclusion: Your salespeople are the engine of your growth. Investing in their loyalty generates a measurable ROI: cost reduction, team stability, improved commercial performance and strengthening your employer brand.
Frequently asked questions
What is the average turnover rate among salespeople?
Between 35% and 50% depending on the sector, i.e. 2 to 3 times more than the national average (15%).
How much does it cost to leave a salesperson?
Between €5,000 and €8,000 directly, up to 33% of your annual salary including all costs.
What is the main cause of departure?
Failing management (50%), in front of the lack of prospects (41%) and remuneration (44%).
How do I retain my best salespeople?
Focus on 3 pillars: caring management, transparent remuneration, clear perspectives.
Does gamification really reduce turnover?
Yes, studies show +20% engagement and -15% turnover with well-implemented gamification solutions.
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