Sales Culture: Why It’s Important And How You Should Shape It: Part One Of Two

Sales CultureRegardless of the product or service that a business offers, selling this asset is the most important part of generating revenue for the company.

A sales management team needs to emphasize the importance of their department within the company, and define their role through the establishment of a culture that revolves around generating more business.

Heather Kivett, president of Resolution Systems, Inc., a sales training and consulting firm, defines a sales culture as a mindset that an organization has in order to place an emphasis on selling. This needs to outline how the sustainability of a business is based on driving revenue through the representatives.

According to the executive, the company needs to focus their resources on making sure that the sales department is successful, not at the expense of other areas, but in a way that emphasizes that these salespeople are what drives growth. While the administration, development of products and services, operations and upper management are vital to a business, these sectors do not bring home revenue.

“It is the salespeople that go out and do it,” noted the executive. “Otherwise we would be a vending machine and people would come out and buy the product or service without the need for personal correspondence and sales.”

The focus is on front-line revenue generation and because of this a sales culture means that the company is willing to focus continual attention on the development of sales.

“This means that you are always in school, always practicing, always learning, always coaching, always working on your game,” said Kivett. “Just like a professional athletic team, individuals within the department are always looking to get better.”

A Super Bowl-winning football team doesn’t assume they will win again next season automatically. The players and coaches focus on making next year’s squad better, not on aesthetics like repaving the parking lot and repainting the stadium.

“If the football players are looking at this stuff and not focusing on football, then the focus is on the wrong place, it’s an ancillary focused team,” noted Kivett. “A true sales-focused organization needs to make an investment in sales, the sales collateral, leadership, leads, development, training and coaching.”