Commercial turnover represents one of the major challenges for French companies. With a rate of up to 50% in sales teams compared to 15% on average across all sectors combined.
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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