Making Your Organization a Sales Organization

Every business sells a product or service, hopefully one that is desired by the buying public. How they sell varies from industry to industry, profession to profession and business to business.But in order to achieve long term success, businesses must become sales driven. They must recognize that their sole purpose is to satisfy customer needs and desires on an ongoing, continuous, time after time basis. How do they achieve that purpose?

In theory, it is not hard at all. In practice, it takes focus and determination and strength of character and convictions. The first step is to have a clear vision of what you want to be as a business, what you want to achieve. As part of this an owner must clearly and consistently communicate that vision to the employees. Owners have to paint a clear picture of a believable future. And the future must be one that employees desire and believe in.

Part of what creates that belief is the values of the organization. They are the road the owner chooses, the path to completion of the vision. They say as much about what the organization stands for as anything else. And they are a major part of the brand. The values tell the employees, the vendors, the suppliers, the customers and the public where the organization's head and heart reside.

Do we want to achieve our success by trashing the competition, cheating our suppliers and scamming our customers? Or do we want to treat everyone with dignity, respect, honesty and fairness? Do we love nature and want to do what we can to preserve our environment or do we not care?  Our values as an organization speak to things like that.

Having great, strong values is very important but it does not end there. An organization must consistently exhibit behaviors consistent with those values. This means from the top down, not once in a while but every day. Employees look at their leaders and either believe or disbelieve in the values of the organization by the behaviors of the leaders. They must "walk the walk."

If the leaders model the right behaviors, employees will believe. And then they will be engaged. They will take pride in what they do and what the company does. They will be enthusiastic and they will be great representatives of the company in dealing with customers, suppliers and the public. They will be part of the company's brand, a very positive part.

Engaged employees lead to loyal customers. There is significant data to back this up. And to go one step further, they lead to more positive financial results.

So, step one in becoming a true sales organization is not to hire that "monster" salesperson. It is to build the foundation within your organization that makes good people believe in you and your company and want to work for you and serve your customers.

You can start that process today and begin paving the way for change.

Comments

[Scotts]

Totally agree, once you get your value right and show the sales people that what they are doing is right, then even a normal sales person will perform better cause they will believe that their leader is right and have more confident in themselves.

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