4 MIN READ
So what can you do to mitigate your risk against a broken sales culture?
Connect the dots
The best leaders help sales people understand where their contribution is having an impact. As human beings most want to feel a sense of purpose with the road ahead. That way ,when things are hard they understand that their work is not just about them. They have a level of accountability not only to their Manager but also to their company, fellow employees and customers.
Their role becomes more than selling a product. It’s purpose evolves into adding value to customers and impacting company growth. Their actions help pave the way for other opportunities where the entire team wins. Understanding their purpose and how it plays into the big picture goes a long way.
Integrated approach to revenue growth.
This lines up similarly with aligning sales and marketing. Focus on achieving an integrated approach to revenue growth. Make sure Sales & Marketing have clear goals and there is no mystery to the rules of engagement. The best teams create a cadence framework for communication and knowledge share. Be diligent making it a weekly or bi-weekly commitment. Lastly when doing your annual or quarterly planning create some shared goals between the 2 departments get them working together as a team.
Create a schedule that incorporates a mixture of friendly competition, communication and spotlight on the small wins you see on a weekly basis. Celebrate activity metrics, new sales even birthdays…anything to give the sales floor an energy boost. In my time, I’ve always liked changing the seating plan 2-3 times a year so reps gain access to other people on their team. They can hear how their peers sell and manage their day. A great form of passive learning and team building.
Invest in your team.
From a skills perspective, this can be as simple as implementing an internal training regimen to get better at product demos or purchasing. Alternatively purchase a training program from a company that can have an impact on your current skill gaps. Doing something is always better than the status quo.
If you don’t have the cycles to spend with sales and aren’t ready for a full time sales leader, consider fractional or virtual leadership. Fractional leaders give you access to senior talent on a contract basis. These options can be a great opportunity to fill in any gaps you may have as you focus on other areas of your business.
Whatever you decide to do moving forward, remember when it comes to people management, effort directly equates to impact. If you are facing any of these or other challenges you can get more insight on ways to impact your revenue growth here.