Minimising Conflict Between Sales and Operations: A Guide to Stronger Internal Relationships

Sales and operations teams often find themselves at odds, whether it’s due to missed deadlines, misaligned client expectations, or other pressures. But conflict doesn’t have to be destructive. In fact, when managed correctly, it can strengthen relationships and improve business outcomes. I will share some insights on how to navigate conflict in a respectful manner, minimise fallout, and build trust across teams. 

Why Do These Conflicts Happen?

Friction between sales and operations teams usually stems from:
- Different priorities: Sales wants speed and flexibility; operations needs structure and consistency.
- High-pressure environments: External factors like customer demands and revenue targets add stress.
- Poor communication: The lack of communication, setting assumptions and misinterpretations fuel misunderstandings.
- Emotional reactions: When tensions rise, emotional responses often replace logical solutions.

But here’s the key: conflict itself isn’t the problem, it is how you handle it determines whether it strengthens or weakens your business. When approached with emotional intelligence, open communication, and a commitment to finding solutions, conflict can actually drive innovation, uncover hidden inefficiencies, and build stronger interdepartmental relationships. However, if left unchecked or handled poorly through blame or avoidance, it can lead to resentment, decreased morale, and ultimately, lost business opportunities. 

How to Resolve Conflict Effectively

1.Prepare Before Entering a Conflict Resolution Discussion

- Acknowledge your own emotions: Are you frustrated, defensive, or impatient? Recognise it before engaging.
- AcknowledgeTHEIR emotions: people want to be heard

- Align with shared goals: Remember, both teams ultimately want the same outcome: business success.
- Envision a positive resolution: Enter the discussion with a mindset focused on solutions, not blame.

2️. Set Clear Ground Rules for Conflict Resolution

Before diving into a discussion, agree on a process to keep things productive:
- Define meeting times, duration, and follow-ups to ensure structured communication.
- Commit to sticking to facts not assumptions, opinions, or hearsay.
- Establish clear success criteria so that both parties know what a resolution looks like.

3️. Communicate with Precision and Respect

- Avoid vague or emotional accusations. Instead, state specific facts and examples (e.g., “The product was not dispatched on Tuesday as promised, which caused X issue”)
- Restate the other party’s position to confirm understanding before responding.
- Find common ground even small agreements build momentum for bigger resolutions.

4️. Shift the Focus to Interests, Not Positions

Most conflicts escalate when people focus on their positions (e.g. “Sales always overpromises!” vs. “Operations are too rigid!”). Instead, shift the focus to interests such as customer satisfaction, efficiency, and business growth.

Example: Instead of arguing over deadlines, align on shared interests…"How can we ensure on-time deliveries without compromising product quality?”

5. Hold Everyone Accountable (including you) & Follow Up

- Document agreements to avoid misinterpretations later.
- Set clear follow-up dates to track progress and ensure commitments are met.
- Recognise improvements and celebrate small wins to reinforce positive behavior.

Turning Conflict into a Competitive Advantage

Handled correctly, conflict isn’t just a hurdle…it’s an opportunity. Sales and operations teams that learn to navigate disagreements constructively will build stronger relationships, create better customer experiences, and ultimately drive greater business success. We OFTEN cover this when we work privately with businesses around the world, or with managers on our Sales Mastery Academy. 

Want to learn more about improving team alignment and boosting sales performance? Let’s start a conversation! Reach out to us today [email protected]