How to build and maintain a high-performance sales culture

In today’s highly competitive global economy, building and maintaining a performance-oriented sales culture is key to the success of each company. The formation of a culture is not a matter of time, it takes time to evolve. The same is true for sales organization culture, and business operators must be aware that all decisions they make affect the company’s sales culture.

Building a sales culture requires two key elements: the vision and the leadership of the company’s executives. The organization wants to cover four key elements: sales process, sales management system, sales automation and marketing integration. The four elements are consistent in any high-performance sales culture.

High performance sales culture

1. Sales process. The sales process focuses on the company’s top-down (including sales president, sales manager, sales staff) to establish a common basis for sales best practices to enhance the performance of each salesperson. Best practices include sales execution, sales opportunity planning, customer planning, and regional planning.

2. Sales management system. Once the sales process is in place, the sales management system can provide sales managers with information about key sales opportunities and overall sales health so they can identify and correct individual and overall sales issues (diagnostics and coaching).

3. Sales automation. Once the sales process and integrated sales management system are in place, sales automation can capture and record important sales information to help each salesperson improve efficiency. Sales automation ensures that sales, sales, and sales executives have access to and access to high-quality sales information.

4. Marketing. Marketing must combine the company’s products and services with customer business issues to have a practical effect. Incorporate this element into the entire sales activity, ensuring an appropriate sales funnel and increasing sales effectiveness. Marketing can help salespeople become sales consultants, delivering specific product upgrades, advertising and promotional information, work aids (brand-driven pain chains, pain tables, reference cases, value propositions) in the sales process.

Business managers integrate these four elements into a successful operational process and form their high-performance sales organization culture. However, how do you do this?

The three choices of business managers

Option 1: Improve efficiency. Business managers complement sales processes with sales automation or customer relationship management to increase efficiency. This approach focuses on reducing the cost of the sales business and is the method most people choose, but please also note that its success rate is usually low.

There are several reasons for this. First, there is no customer relationship management system integrated with the sales management system, which is often difficult to integrate into the sales process of the enterprise. Second, the sales process may not be suitable in itself, but the problem is more complicated. Third, the above two situations may be simultaneously There is no erroneous sales process that is fully integrated with the customer relationship management system.

Option 2: Improve efficiency. Business managers who choose this option will use a sales management system to facilitate the sales process. This program focuses on increasing sales revenue and requires strict implementation for a long period of time (eg 6 to 12 months, which may take longer).

For many companies, Option 2 is more effective than Solution 1, because business managers can integrate their sales processes (hopefully efficient sales processes) with sales management without the cost increases and confusion of automation.

However, this program still has shortcomings, it is not a complete combination. Sales opportunities in the sales funnel cannot be discovered, analyzed, and reported in a timely manner unless they are integrated with the customer relationship management system. In addition, the quality of sales management reports can be affected or delayed due to incomplete or erroneous data.

Option 3: A balance between efficiency and effectiveness. This is a long-term solution that takes some time to get the four elements needed to build a high-performance sales culture on track. In this scenario, business managers choose to integrate sales processes, sales management systems, sales automation, and marketing.

After using this solution, visionary business managers often strike a balance between efficiency and performance. This approach can enjoy the benefits of the first two programs at the same time, and requires the four elements of high-performance sales culture to fully play its role.

Precautions. Because each company has a different situation, there is no such thing as a correct way. Obviously, the first option can reduce the cost of sales (with certain performance); the second option can increase sales revenue (and also have certain performance); the third option can provide continuous sales organization growth, efficiency and efficiency .