Let’s be honest – salespeople are competitive by nature. Especially the good ones. And a little friendly rivalry can be a powerful thing. It’s what pushes us to chase that next big order, dream up a killer campaign idea or hustle to hit goals before quarter’s end.

But here’s the catch: Competition, when it’s not managed well, can turn from a motivational boost into a morale buster real quick.

But maybe there doesn’t have to be a loser?

The key is building a sales culture that channels competition in the right direction – toward innovation, teamwork and delivering the best for our clients – not toward turf wars and burnout.

Here’s what healthy competition actually looks like, and how the best leaders built it – followed by what can happen when you don’t manage it well.

When we recognize service, creativity, speed and mentorship, not just big numbers, we keep everyone engaged.”

Mason Linn, CAS

Manager of Distributor Sales, PPAI

Client-First Hustle

The best sales teams I’ve worked with compete to serve. That means going beyond just hitting a number. It’s about finding the best solutions for the client’s goals, timeline and budget. When we’re all focused on wowing the customer, everyone wins.

Collaborating Like Pros

Promo isn’t a one-person show. Whether you’re building a custom kitting program or sourcing something wild for a campaign launch, success usually takes a few brains. Great sellers share ideas and vendor tricks – not hoard them – because a win for one is a win for all.

Goals That Make Sense

This industry can be unpredictable. One month you land a whale, the next you’re doing 37 orders under $500. That’s why fair, transparent metrics are so important. People need to know what’s being measured – and why – so they can compete on an even playing field.

Shining A Light On All The Wins

Sure, the rep who just closed an order for 50,000 hoodies deserves a high five. But so does the one quietly building a loyal book of recurring mid-sized clients. When we recognize service, creativity, speed and mentorship, not just big numbers, we keep everyone engaged.

RELATED: Mason Linn, CAS: Leading Habits

Leadership That Lifts You Up

Nobody grows when they’re afraid to fail. The best sales leaders I’ve known are part coach, part cheerleader. They make space for smart risks, learning curves and honest conversations. That’s what builds a culture where people grow and stay.

When Competition Goes Sideways

But let’s face it – sometimes competition gets ugly. It starts subtly: Someone keeps a connection to themselves. Another undercuts a teammate to win an account. Before you know it, you’ve got a trust problem, and those are hard to fix.

Here’s where things can go south:

  • Client poaching and credit battles: If roles and territories aren’t clear, things can get messy fast. Internal competition shouldn’t turn into every rep for themselves.
  • Leaderboard tunnel vision: Recognition is great, but if only the top few reps get any love, you risk demoralizing the rest of the team. People stop trying – or worse, start bending rules to stay on top.
  • Ethical corners get cut: In the rush to win a deal, it’s tempting to overpromise delivery dates or ignore compliance red flags. That’s not only risky but bad business.
  • Sales vs. support showdowns: In this business, sales and ops have to be tight. If sales gets too aggressive, it can burn out account managers and production folks who are left cleaning up the mess. Work to promote easy dialogue between your teams.
  • Unseen work gets ignored: That rep who negotiates better margins? The one who retains a tricky client for three years? Their wins matter, even if they’re not flashy. If we only reward the big, loud wins, we’re missing half the picture.


When competition is healthy, it’s a rocket booster. When it’s toxic, it’s a wrecking ball.

The best individual sellers and well-managed sales teams in promo know how to walk the line. They push for results without pushing people over the edge. They celebrate the big wins, but also the small, smart, steady ones – together.

If you’re leading a team, take a look under the hood. Is your competition driving progress? Or drama?

Fix the culture, and the results will follow.

Linn is the manager of distributor sales at PPAI.