A strong sales culture in companies is responsible for improving processes, at all stages, and increasing productivity. It’s important to establish a results culture to focus on the customer and drive sales month after month. For this, some strategies are essential.
What company doesn’t want to have excellent customer service at all times?
Or better and better products and services, really focused on your customers’ needs?
It’s all part of companies that really want to be successful.
They want not only to attract and retain customers but also to delight them. Make them true brand evangelists.
And it all starts with strong inner work. With a solid sales culture and people with a head-on constant improvement.
But, after all, how to create one? How to be disciplined internally and externally with increasingly better solutions and deliveries?
These are topics we will cover from now on.
Sales culture: the example needs to come from above
Companies that manage to improve their solution and its delivery have a philosophy that permeates from the CEO to the newly hired intern: a strong sales culture.
They are focused on the customer: on thinking of products that solve their pain and challenges and have excellent service at all times.
But, it is something that goes beyond. After all, it doesn’t matter how good the solutions offered are if you can’t convince someone to buy.
There is, of course, no reason to keep producing or developing if you just can’t sell.
The company will, little by little, no longer have investment capacity, after maintaining its assets and, finally, it will become irrelevant.
And you obviously don’t want that. Nobody wants it.
Therefore, it is important that the example comes from above. From the top.
Leadership must be through gestures, not just words.
So, see: a sales culture will only be strong and true when managers and leaders show, with their actions, how day-to-day should be.
Keep this in mind and, as cliché as it may sound: “be the change you want to see”.
The benefits of a strong sales culture
There are numerous benefits to aligning your company with a strong sales culture focused on delivering better results.
The biggest one is, without a doubt, having excellence and maximum productivity in all departments.
The reason for this is even simple and obvious. A company that has a strong sales sector cannot remain bad or mediocre in other areas.
If that happens, the sales made, in a short time, will become churn . Too many dissatisfied customers contribute to a negative company image.
So, one sector pulls the other. The improvement of one area causes the other to be forced to improve.
And it is important that the sales area is that reference.
Because, when a sale is made, as many sectors are immediately mobilized – and they need to maintain the high standard established for the customer in the act of purchase.
How to create a successful sales culture in companies? See 7 strategies
Creating a sales culture will not happen overnight.
Nor will it be developed after one or two training sessions or the hiring of any specific tool.
All these elements count and converge to strengthen the culture – but alone they are not enough.
It is important to put some strategies in place to make this a truly successful mission.
We separate 7 actions for your company to perform.
1 – Define the mission
Perhaps the company had a well-defined mission, vision and values for a long time.
But to create a really strong sales culture, there is – to be honest – only one mission that matters.
Create solutions, serve and sell more and better, satisfying the customer at all times.
This needs to be like a mantra. An everyday motto for anyone within the organization.
It is also a guide for any important decision-making: align the customer’s expectations and the benefits that the company can have with each of the options – and choose the best one.
2 – Communicate clearly
Good results come from good communication. The same goes for bad results: communication didn’t flow.
So, being aware of this, it is up to the sales head or sales manager to manage it closely.
Talk to the entire sales team – collectively and individually.
Just communicating the “new mission” to everyone, generically and unilaterally, is not the best way out.
It is necessary to talk to everyone, know about the difficulties that each seller has, the challenges, the needs – and try to solve them as soon as possible.
It is equally important to know if everyone is “on the same beat”.
In other words, an effusive and passionate CSO speech will be useless if the sales leader , or any other member of the team, does not share the same enthusiasm and the same professional engagement .
So communicate and make sure you have everyone engaged and committed to what was proposed.
3 – Engage constantly
Engagement! This word is very important when your mission is to build an increasingly stronger sales culture.
When creating a sales culture, no one can get in the way.
What does that mean? There cannot be a single employee who does not receive constant support and feedback from their managers.
Holding meetings is important – and always will be. But again: one-on-one conversation is essential.
Only there will you be able to gather more accurate information; it’s where people feel most comfortable talking.
It also opens up space for employees to give their opinions, proposals and feel part of the whole, of the collective, contributing to growth.
You engage your team when you show them that you are not just “manpower”, that they have room to be strategic and analytical all the time.
If people know the company, the products, the customers and the goals, they will certainly have a lot to contribute.
4 – Align goals
Aligning goals and objectives is another essential element to being profitable through acquiring, nurturing, qualifying and retaining customers.
It obviously needs to be realistic, within the company’s possibilities.
That is to say: it has to be compatible with the ability to generate leads ( are marketing strategies effective today?)
If the answer is “no”, it is something to be corrected before raising the goal, for example.
Another point: will the target be by value sold or simply by number of deals closed?
Be clear about this and record it in the company’s sales playbook to be not only accessible to everyone but also clear to the entire team.
5 – Eliminate internal conflicts
Internal conflicts, especially in a large sales force, are natural.
Especially if there is competition internally (which needs to be healthy, by the way).
The pressure to reach the goal exists, so it’s up to the sales head to deal with conflicts and stresses that may exist.
And when they do, it’s important to get back to your mission to strive for excellence at every step.
What, from all this, can the company extract as positive to improve processes and management?
Do this quickly and assertively so as not to discourage your team and to avoid bigger problems.
A good sales culture overcomes this problem and comes out stronger from obstacles that have arisen – whatever they may be.
6 – Improve all the time
A sales culture, focused on your customer’s needs, only remains strong if there is constant improvement on the part of everyone.
Excellence is a constant demand, which cannot be postponed. The environment is favorable, you pay attention to the necessary sales metrics.
So, it’s time to get the most out of everyone on your team – no excuses.
The first point goes through the sales head. You must be active, work daily to strengthen and improve the skills of sellers and SDRs .
It’s not just about being a good manager, it’s about being a good coach capable of developing people.
You must always be willing to defend the needs of your team and, at the same time, demand and extract the most from each one.
Identify talents, prepare them and let them work in the best possible way for the company and for the client.
It is critical to understand and have clear metrics regarding quantity of activity x quality of activity = results.
That’s why it’s so important to have the performance metrics for each team, the conversion rates in each of the steps in the funnel .
It is also important to know the performance of each product and service, the best customer acquisition channels… in short, all the data relevant to the business.
Manage your team’s demand and time
Team metrics are especially important for assessing the quantity and quality of each salesperson’s activity.
Are there idle sellers? Overloaded? Are there many opportunities stuck at the same stage of the funnel?
All of this needs to be quickly analyzed and corrected.
After all, team members need to be excellent relationship builders – both inside and outside the company.
For a sales culture to work, no one can fall behind – or slow down.
If a salesperson is like that, then your entire team will end up having their rhythm.
Therefore, the sales head needs to identify the needs that this person has and invest in a lot of sales training .
7 – Reinforce the culture
A sales culture is only maintained because it is reinforced – directly or indirectly.
For it to always work, you need to make decisions based on your values statement.
So, ask yourself:
“Does this decision help the company to acquire, nurture, retain and delight customers?”.
From there, you and the entire company will have a more paved path to know what must be done and what is still less than ideal.
So, how can we help you?
If you were in doubt about the article or want to learn more about how to have a strong sales culture in your company, talk to a consultant .
Enjoy and read two articles that will help you improve the business process.
The first talks about the importance of process automation within the sales area.
The second talks about what CRM is and how companies sell more and better with it.