In any business, the sales department plays a pivotal and crucial role in the success of the business. The unique and important role of sales is to bridge the gap between the potential customer’s needs and the products/services that the organization offers that can fulfill their needs.
Here are some of the key ways in which sales impact the organization’s success:
Sales Lead Conversions
As earlier mentioned, salespeople bridge the gap between customer needs and the product/service that fulfills that need. Often, salespeople are dealing with already warmed up prospects who have an existing awareness of the company through marketing and advertising efforts, and it’s the job of the salesperson to close the deal by introducing further information and helping the customer make those connections.
Because salespeople interact directly with the potential customer, they have the advantage of being able to glean personal knowledge that will aid them in delivering their sales pitch and tailoring their offerings to their audience.
This is often an attractive aspect for customers, as they may view the salesperson as the expert, which builds credibility and therefore trust.
Sales play a key role in the building of loyalty and trust between customer and business.
Trust and loyalty are the main reasons why a customer would choose to recommend your company to a friend or family member or write a great review of your product or service online.
Recommendations and reviews have always been valued by prospects and customers, as they come from a third party and the perception is that the reviews and recommendations are independent of the seller and therefore carry more credibility.
In the digital age, they are extremely influential, due to the reach and power of social media and online media. During sales interactions, encouraging the customer to recommend a friend or give positive feedback can have an impact on the growth of the business through increased brand awareness and sales.
Selling is a personal interaction between one human and another, which is a powerful thing. Never under estimate the personal connection between two people, and the potential effect this can have on your brand’s reputation.
Excellent salespeople are those that not only make the sale but create a long-lasting impact on the customer. Long term customer relationships lead to repeat custom, referrals and increase the brand’s reputation by word of mouth.
One of the keys to customer retention through sales is to perform sales follow-ups. Setting up after-sales calls or meetings is a great way to maintain and build a positive relationship and gives the customer an opportunity to feedback their experience of the product or service.
If the customer has a complaint or issue, it can be dealt with quickly and professionally. Too often, unhappy customers will not complain, they will simply switch their custom to another provider and won’t recommend your services or products to others.
It’s more cost effective to retain customers than to win new ones, so look after your existing customers well.
In conclusion, the power of sales in the continued success of an organization is not to be underestimated or under-used. Take advantage of the impact sales can have, not only on the revenue but on brand reputation, long term customer retention, and business growth.
There are many ways to increase sales without incurring additional costs. And although the approaches may vary depending on the industry and company, here are 10 tips to help you increase your sales and generate revenue:
1. Build confidence
Confidence boosts productivity: When employees are confident about their future, they perform better. But in tricky economic times, people tend to be concerned–not surprisingly–about their continued employment.
You can’t necessarily guarantee a person a job and probably shouldn’t. But you can take steps to bolster their confidence in the company, the industry, and management’s commitment to them.
2. Turn sales leaders into sales coaches
Identify successful leaders within the sales group and develop ways for them to act as coaches with the other sales team members. Leaders will enjoy the recognition they get from sharing their special sales techniques and best practices. And other team members should be able to use the advice to increase their sales.
Learn more about how to increase sales through sales leadership here:
Also, during this process, look for sales techniques or tips that have global application. When you find them, present them to the entire sales team–giving credit, of course, to the sales leaders.
3. Make Your Process More Efficient
Focus on increasing efficiencies of the sales process. Does the company have the proper sales strategy in place?
Some of the biggest gains in increased sales will come from improving or streamlining the sales process, so make sure your policies allow sales reps to make the sale while spending the least amount of time in front of the customer.
A few best practices: Give reps pricing options, for example, so that they don’t have to wait for company approval to close sales. Create a rep hotline to get your sales reps fast answers to any sales questions. And expedite any brochures or sample orders that your reps need to make a sale.
4. Boost Morale
Morale is similar to confidence: A sales team with high morale will always outperform one with low morale, getting more work done with fewer resources and a better attitude.
Strong team morale is the result of good management. Here are a few steps you can take to boost morale:
- Be trustworthy; always keep your word.
- Convey in words and actions a concern for the welfare of your sales team.
- Demonstrate a commitment to excellence in all aspects of the business.
5. Encourage Teamwork
Individuals on a team will get more work done in less time than individuals working in a nonteam environment. Team members care about each other and the outcome of their combined performance.
To encourage teamwork, create an environment in which individuals care about each other and the group performance. Avoid favoritism and recognize teamwork. For instance: Present a teamwork award, with the winner selected by popular vote of the entire sales force–and be sure to clearly explain what the person did to gain this recognition.
Also, teamwork and morale tend to go hand in hand. The same techniques used to bolster high morale work to enhance teamwork.
6. Set up a sales incentive program
Give your sales staff a reason to get out there and sell, sell, sell. Why do so many businesses that rely on their sales staff to drive sales have incentive programs in place? Because offering their sales staff the trips and/or TVs for x amount of sales works.
7. Encourage your sales staff to upsell
Essentially, upselling involves adding related products and/or services to your line and making it convenient and necessary for customers to buy them.
Just placing more products near your usual products isn’t going to do much. How to increase sales? Persuade the customer of the benefit.
8. Give your customers the inside scoop
If you have a promotion or sale coming up, tell your customers about it. They’ll come back – and probably bring some friends with them too, increasing your sales even more.
Keep in mind that you can give your customers the inside scoop by emailing, calling them, or posting on social media too.
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