How to Implement a Sales Culture in your Business

Culture can be defined as ‘the ideas, customs, and social behaviour of a particular people or society’. The people or society within your business have a culture, and if it is not one which is sales oriented you will be defeated by the shrewder players in the market. It doesn’t matter how good your product […]

Culture can be defined as ‘the ideas, customs, and social behaviour of a particular people or society’. The people or society within your business have a culture, and if it is not one which is sales oriented you will be defeated by the shrewder players in the market. It doesn’t matter how good your product is or how happy your logo looks – the mechanics at the heart of the machine must pump their pistons towards raw salesmanship or risk going defunct.

Isolation

In many companies, particularly agencies, the sales team are isolated from the rest of the business. When the producers of the product have little access or coordination with the processes of the sales force, you find yourself with an organisation heading in multiple directions as opposed to one united front. Do not segregate the sales people, who are essentially responsible for the growth and survival of the business, from the other parts of the company. Having a togetherness and a unity of communication and structure, will enable the business to identify opportunities and risks, and share the information to improve performance.
Support the Troops

Every person at every position of the company will feel that they have the most significant role. In some ways that’s true, it’s like a football team where every player is essential but at the end of the day, it’s the people who score the goals who bring home the bacon. To bring that back down to the earth of our context, that’s the sales team and they need all of the artillery and ancillary activity they can get. It is important that everybody in the organisation has business development in mind whatever they are doing and it is vital that there is a clear line of communication towards the sales team.


Technology

While a fundamental method of creating a sales culture would be to arrange regular meetings and catch-ups between different functions of the organisation and the sales team, there is also the significant matter of the technology within the company. It would be strongly advisable for all areas of the business to have access to the same software and information storage which the sales team uses. Even for the sake of note-sharing and understanding clients’ needs and their latest communications with the company, it makes it easier, faster and more efficient if all the relevant eyes have access to the information when and if they need it. The end goal is for everybody to be batting in the same direction and technology is a great way of doing that, even if it’s something as simple as a group communication tool like Slack.

A culture is something which is bred in and cultivated rather than installed. You should think about your hiring process and the way in which people are trained – are they being taught about the importance of sales within your business or merely how to do their duties with an unhelpful tunnel vision?

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