Having an effective sales team isn’t just about individual talent — it’s about creating a consistent culture that drives performance. One of the most powerful ways to build this culture is through regular sales team rituals that provide structure, accountability, and opportunities for growth.
Let’s explore how implementing the right sales rituals can transform your event rental business and provide your team with the foundation they need to succeed.
You can check out our Associate Director of Sales Mallory Mullen’s full session on managing your event sales team below. But if you’re here for the TL;DR, we’ve got you covered in this article.
Why Sales Rituals Matter
Sales rituals are regular, structured activities that align your team and create habits of success. They eliminate guesswork about expectations and provide reliable touchpoints for accountability and improvement.
As Mallory explains: “These standing rituals make it easy for the team to know when I’m going to check into their progress.”
For event rental businesses that often experience seasonal fluctuations and changing client needs, these rituals provide stability amid the chaos.
7 Essential Sales Team Rituals
So, you want to improve your team rituals, but not sure where to start? Here’s how our sales team at Goodshuffle operates:
1. Weekly Performance Check-ins
Start each week with a dedicated meeting where team members report on their progress toward goals. This creates transparency and accountability.
At Goodshuffle, this is called “Quota Quest,” where the entire sales team gathers every Monday to report on their progress toward quarterly goals. This meeting serves multiple purposes:
- Creates visibility into everyone’s performance
- Encourages team members to help each other
- Identifies early warning signs when someone is struggling
💡 Implementation tip: Keep these meetings focused on numbers and short-term goals. Have each team member share:
- Current progress to goal
- Key wins from the previous week
- Challenges they’re facing
- Focus areas for the upcoming week
2. End-of-Week Wrap-Ups
Balance your week’s start with a Friday ritual that allows the team to reflect, learn, and prepare for the week ahead.
“Weekly rundown we do on Fridays. That is a little bit of a retro and a little bit of announcements of things that went out this week,” Mallory shares. This meeting combines looking back (what worked, what didn’t) with looking forward (upcoming opportunities, process changes).
💡 Implementation tip: Structure this meeting to include:
- Celebration of the week’s wins
- Sharing of lessons learned
- Important announcements for the coming week
- Time for team bonding and recognition
3. Individual Development Meetings
While group sessions build team cohesion, one-on-one meetings are crucial for individual growth and addressing personal challenges.
It may surprise you, but these meetings shouldn’t focus primarily on numbers. Instead, they should prioritize the person behind the performance. As Mallory notes: “In our one-on-ones, I actually don’t talk a lot of numbers. I’m checking in on how they’re doing mentally, what is going on in their life, what should I know about how their life outside of work is affecting their emotional landscape in work.”
💡 Implementation tip: Schedule these meetings biweekly or monthly, and follow this format:
- Personal check-in (how they’re doing overall)
- Strengths and growth areas from recent performance
- Long-term career goals and vision
- Action items and support needed
💡 Get 5-minute weekly tips from Mallory
4. Call/Demo Reviews
Nothing improves sales performance like direct feedback on actual client interactions. Regular review sessions where you listen to sales calls or observe demos provide targeted coaching opportunities.
For event rental businesses, these reviews can focus on how well team members are translating client needs into product recommendations, handling objections about pricing, or discussing logistical concerns.
💡 Implementation tip: If you’re a solo entrepreneur, Mallory suggests: “Record some of your calls and listen back to them. It was like nails on a chalkboard, listening to myself speak, but it made me hyper aware of my awkwardness, and then I was so uncomfortable with myself I would never do those things again.”
5. Strategic Planning Sessions
While daily and weekly rituals focus on immediate performance, quarterly strategic sessions help your team see the bigger picture and prepare for upcoming challenges.
These meetings might include:
- Reviewing sales data for seasonal trends relevant to event rentals
- Discussing upcoming inventory changes or new offerings
- Planning for major event seasons in your area
- Setting or adjusting quarterly goals
💡 Implementation tip: Block off several hours for these sessions and make them feel special — perhaps hold them off-site or provide lunch. The goal is to step away from the daily grind to think strategically.
6. Ad-Hoc Check-Ins
No matter how great your team rituals are, they aren’t the end-all-be-all of team connection and alignment. Don’t underestimate the power of regular, on-the-fly feedback, whether that’s letting someone know the language they used on a call really resonated or sharing quick tips as situations arise.
Mallory-Mullen-Sales
“With my reps, if I’m coaching them as the week goes on, those little itty bits are easier for them to make tweaks throughout the week.”
Mallory Mullen
Goodshuffle
As Mallory explains: “I have found that with my reps, if I am coaching them as the week goes on, here and there — like, ‘Hey, I noticed this language worked really well in an outreach to this customer,’ or ‘Hey, I listened to this call recording, and I’d recommend you use language that they speak instead of technical jargon’ — those little itty bits are easier for them to make tweaks throughout the week.”
💡 Implementation tip: Use Goodshuffle Pro’s Team Messages feature to share feedback that might benefit everyone. Mallory points out, “Anytime I’m giving one person advice, I try to make sure that gets multiplied across the sales team.” This creates a valuable knowledge base that benefits the entire team and remains accessible when you need to reference it later.
💰 How to hire & pay your team
7. Celebration Rituals
Don’t forget to create rituals around celebrating wins, both big and small. In the event rental industry, where timelines are tight and demands are high, taking time to acknowledge achievements builds morale and reinforces successful behaviors.
Celebration rituals might include:
- Recognizing the first signed contract of the month
- Highlighting instances where team members helped each other
- Acknowledging when someone turns around a challenging client situation
- Celebrating when the team hits their collective goals
💡 Implementation tip: Consider creating a dedicated channel or space for celebrations, whether digital or physical. Encourage team members to recognize each other’s wins, not just waiting for leadership to do so.
Balance Structure and Flexibility
While these rituals provide essential structure, the events industry requires adaptability. During peak seasons, you may need to abbreviate certain rituals or combine them to respect everyone’s time while still maintaining accountability.
The key is consistency in purpose, even if the format sometimes shifts. Your team should always know what’s expected, where they stand, and how they can improve — regardless of how busy the season becomes.
Remember that the ultimate goal of these rituals isn’t the meetings themselves but the culture they create: one of transparency, continuous improvement, accountability, and mutual support. When your sales team has this foundation, they’ll be equipped to handle whatever challenges your event rental business faces.
💡 Get 5-minute weekly tips from Mallory
Use Goodshuffle Pro to Support Your Rituals
Your software should support your team’s rituals.
Part of that is using the right tools and views for the right purposes. So, a software that supports different views and information consolidation (like Goodshuffle Pro), saves your team time. They don’t have to worry about copy-pasting info from one platform to another.
It starts with separating your tools into two buckets: Tactical and strategic.
You and your team will rely on tactical tools daily or weekly. They help you focus on team and individual goals, consolidate important information, and build out a playbook for your processes.
Strategic touchpoints happen less frequently (think monthly, quarterly, or even annually). This is your time to focus on things like goal tracking and year-over-year performance.
Goodshuffle Pro provides several tools that make sales management more efficient:
Project Page Configuration
Set up your Projects page with consistent headers that highlight what matters most. The recommended layout includes:
- Last message sent/opened
- Quote expiration
- Billing status
- Date created
- Project total
This allows you to quickly identify follow-up opportunities and monitor pipeline health during your team rituals.
Dashboard Performance Tracking
Leverage the dashboard to get a visual snapshot of your pipeline during team meetings:
- Color-coded projects show status at a glance
- Monthly performance trends help identify issues early
- Filter by salesperson to track individual performance
Finances Tab for Revenue Analysis
When diving deeper into performance during quarterly planning sessions, the Finances tab provides insights into:
- Salesperson performance month-over-month and year-over-year
- Payment collection effectiveness
- Refund patterns
How to Make Your Rituals Stick
Even the best-designed rituals can fall apart without the right approach to implementation:
1. Consistency is Key
“Your job is to repeat yourself again and again, and again, and again, and again,” Mallory emphasizes. Your team needs to hear consistent messaging about expectations and processes.
2. Keep It Simple
As Mallory warns: “When you’re having to update information in 4 different places… I don’t care who you are — whether it’s a salesperson, a production manager, a driver — they’re going to want to punch their computer.”
Streamline your rituals to focus on what truly matters and integrate them with tools your team already uses, like Goodshuffle Pro.
3. Balance Accountability with Support
Effective sales rituals should hold people accountable without creating a culture of fear. Balance performance tracking with genuine support and recognition of achievements.
4. Document What Works
Create playbooks that capture successful approaches, scripts, and processes. This ensures that when you discover what works through your rituals, you can replicate that success across your entire team.
📝 Learn how to standardize processes
Create Your Own Rituals
For event rental businesses, implementing effective sales rituals can be the difference between chaotic, inconsistent performance and sustainable growth. These structured touchpoints provide the framework your team needs to stay focused, accountable, and continuously improving.
As Mallory reminds us: “Remember, your people are so important. Just like you don’t have a company without sales, you don’t have a business without your people. Take time to invest in them, and they will return that investment in dividends to your business.”
By establishing the right rituals for your team, you create a foundation for success that will serve your event rental business through both busy seasons and quieter periods, helping you build a sales culture that consistently delivers results.
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