Defining Your Company's Sales Culture Article

7/21/2010 11:04:00 AM

    Every organization has a distinct culture. Some are casual and relaxed while others are more professional and competitive. It is difficult to say which produces greater revenues, but what is clear is the culture must be one that supports the sales department. A quick assessment can help you determine if your company is focused on bringing in new business. 

    Answer the following questions:

• Is one person or department bringing in all the new business?
• Is your sales cycle too long?
• Is your pipeline of leads running low?
• Do you think you could generate a higher return on investment from your sales department--in other words, is sales reaching out to other departments for support?
• Is your sales message consistent with your mission and vision?
• Are your employees--perhaps even the CEO--limited in product knowledge?

    If you answered 'yes' to any of these questions, it's likely that the sales responsibilities are not incorporated throughout the organization.

Implement the Seven Business Functions

    Without the right tools, resources, processes, and support structure in place, sales success is likely to be intermittent and unpredictable. To make sales systematic, the sales function must be fully integrated into the organization and supported by every department and business unit. It is about creating a sales culture that permeates every layer and aspect of the business operation--from product development to customer service. Seven organizational functions contribute to a successful sales process, including:

• Product Development
• Marketing
• Proposals
• Pricing
• Lead Generation
• Sales
• Account Management/Customer Service

    In order to create a sales culture, the entire company must be behind the process as an organizational objective. Businesses should assess current processes, identify areas for improvement, and implement a strategic business process. Bringing all departments on board to review their operations is a tedious process that can be challenging. Encouraging employees to remain objective is the key to ensure that any changes are smooth and seamless. They should also be reminded of the rewards of developing a sales culture, which are a shorter sales cycle and increased revenue.

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By Shelley K. Plemons

Business North Texas.com