Organizations in which senior leadership publicly supports and sponsors the sales team typically have a healthy sales culture, and a healthy sales
culture is what drives the most revenue.
Regardless of whether senior executives have a sales,
operational or engineering background, they need to
foster a solid sales culture if they want the best sales
results. If supporting the sales effort isn’t your area of interest, no problem. Just identify someone at the top who
can be the champion of the sales department.
Then, they can implement the following ideas to
get the sales team more engaged and empowered to be
Annual sales meeting keynotes — there’s no better
place to motivate, empower and support the sales
team than at an annual sales meeting. When a CEO or
President gives a keynote to the sales organization and
commits to that team that senior leadership understands
what sales faces and will provide them with resources
to help them succeed, morale among the sales team will
Publicly celebrate wins — celebrating sales success via
company-wide newsletters, company-wide emails or some
other medium that reinforces the value leaders place on
the efforts of its salespeople. Further, this practice can
create a sense of competitiveness among the sales team
around who can get some time in the public spotlight,
which is another win.
Host forums in which salespeople asked for input —
people want to feel heard, and your salespeople are no
exception. By placing value on the marketplace intell-
igence sales can bring to the organization and actively
seeking input from sales relative to new products, trends
in the marketplace, competitive intelligence, etc., senior
execs are saying “you’re important to us,” which will
foster a higher level of engagement.
Create a culture of sales coaching — when salespeople
see that managers are encouraged by senior leadership to
invest in their people to help them get better, they come
to believe that the organization genuinely cares about
making them successful. Sales organizations in which
front-line reps are armed to advance their career are
among the most successful.
Invest in the sales team in a very real way — sales training, sales enablement technology and the development
of an inbound lead methodology are all great examples
of positive ways senior leadership can allocate budget
to support sales. By investing in your sales team — and
helping them to become more efficient and successful —
you’re creating a win-win scenario in which you’ll realize
more revenue and build employee loyalty.
Building a strong, healthy sales culture is something
that starts at the top of an organization. If senior leadership sees the sales department as a necessary evil or as an
afterthought, sales success may be elusive. Taking just a
few of these simple steps can be a powerful way of reaching the next level of sales team success.
Will Brooks is COO of The Brooks
Group — a sales training, sales management training and sales assessment
company based in North Carolina.
Contact Will at will@thebrooksgroup.
com or 366-615-8835.
How Senior Leadership Can Support
The Sales Effort
BY WILL BROOKS