The breadth, knowledge, and ability of your salespeople equal the breadth, knowledge, and ability for them to grow the business. If you want to improve the performance outcome of your sales team, you must first educate them about the business and develop their complete awareness between their decisions and outcomes in sales.

A given? Not at all. Salespeople are expected to do one thing… SELL.  Far easier said than done. In many cases, salespeople are unaware, under-equipped and unsupported in their quest. A lack of a focused approach around teaching them the business of the business will likely leave them unfulfilled and under-performing against the target or expectation.

Thoughtstarter

The mandate to “just go sell” is far easier said than done.
Why do you think this is and what do you think about this statement?

Salespeople as Business People

The leaders of sales teams would be well advised to invest in developing their salespeople to be business people. The days of having a sales manager/director/team leader do everything for a salesperson prevents growth rather than maximizing opportunities. Having someone else do what a salesperson should have the awareness, skill, and presence to do supports a lack of accountability and a lack of performance.

The leaders of salespeople and sales teams need to have a focused approach around increasing the awareness and knowledge of their salespeople connected to the business. This is the process of developing salespeople as business people.

Here are five characteristics of sales teams where their business knowledge is advancing sales growth.

The Sales and Business Behavior That’s Expected is Rewarded

Incentive and bonus compensation are directly connected to the performance that’s expected. They aren’t used to try and manage salespeople. Expected behaviors are defined and the incentive is the result of demonstrating those behaviors.

Beyond Price, the Salespeople Consider Margin in Relationship with Customers

Each investment that’s made has an expected rate of return. Considering customers in relation to profitability is no exception. Every customer deserves to be treated well. Every customer should not be treated the same. Knowing the true profitability of each customer is important to salespeople who think like business people. Here’s a primary question they’re asking – “Who in my territory/area is costing me more to do business with than if I weren’t doing business with them?”

They’re Defining a Complete Business Relationship

They recognize that if it’s only about the transaction, there’s no true depth or mutual business respect in the relationship. This is about having the necessary conversations dealing with the complete business dynamic (credit, turns, marketing expense, etc.) rather than just the sale.

Selling Isn’t Done In Isolation

Beyond the people that make it complex, the number of variables that have to be dealt with in sales and business is only increasing. No matter how local, business is truly global. If a salesperson doesn’t understand the potential variables throughout the world that can impact their world, they will be selling in isolation and doing so at their own peril. Maximizing awareness and not selling in isolation comes as the result of educating salespeople at a higher level and knowing that they have the capacity and demonstrated ability to turn that into forward-thinking conversations with customers.

They Understand the Total Picture of the Business

What happens in the business landscape most often has a direct connection to the sales landscape. Think about the number of times something has occurred outside of your business that had an impact on your business. Did you later realize that this was something you should have seen coming? Think about each of the points above and ask yourself how you see those impacting your salespeople and your business.

It’s imperative that salespeople understand their role as business people. A failure to do so means that the future of your business is at risk, both in terms of sales growth and sustainability into the future.

Be Authentic. Be Purposeful. Make it Meaningful.

Brent

P.S. Let me know your thoughts in the comments.