There are many departments and roles required to run a successful business. However, many businesses find that they have the most success when there is a focus on sales taking a leading role in the organization. Customer experience teams fall under this category because they are a major extension of the sales process.

Why is that?

Well there are several reasons, but here are the three most prominent ones.

Your Sales Team Knows Your Customers

Your sales staff knows the demographics of the people who call them and who they call upon. They know who responds best to cold calls, promotions and other marketing activities. They can identify how your customers find you and what attracts them to your business. The sales team understands the amount of service that each client needs and what services are in the highest demand. They also know the common questions or complaints that customers and prospective customers have with regards to your company.

For example, your sales staff might be able to tell you that many customers have difficulty understanding a certain promotion. This information could then be used to streamline the promotion or adjust your terminology in order to make it more straightforward and increase the revenue that your company generates as a result of this promotion.

The information you get from your sales team regarding your customers can be used to structure many different aspects of your business and increase the growth of your company. However, this can only happen if you empower your sales team to pass on that information and if you actually take their feedback into consideration when making certain business decisions. It’s crucial that your organization is structured so that feedback and insight provided by members of the team can be utilized to affect change.

Your Sales People Hold Themselves Accountable for their Success or Failure

When you structure your business to place sales at the forefront, you empower your sales team to impact the direction of the company. This has a number of benefits.

  • The sales teams works more effectively because they take responsibility for their own success. Since you are giving them the ability to affect change in the organization, they’ll recognize that they’re accountable for their success and largely for the success of the company.
  • Your sales people will have less excuses if performance is down. You won’t have very many complaints from sales about how “We’d sell more if marketing was doing a better job” or “I can’t sell this product to a client. It has the following flaws…”
  • Your sales team will take ownership of your product and service and help you improve the value you provide to your customers. Because they will feel like they have input on ensuring your company’s success, your sales team will inform you of any issues with marketing, the product, or any other aspect of the business, and they will suggest and help implement solutions. This will increase the degree of accountability that they feel for their own successes (and failures), and encourage them to be more committed to your organization and their roles.

Salespeople are Brand Ambassadors

For many customers, salespeople are the face of a company. They are the main (or sometimes only) personal contact that many people have with your business. This means that sales people can form relationships with your customers. They have many opportunities to represent the company in a positive or negative way. By empowering your sales people you are keeping them engaged, motivated, and enthusiastic about helping your business grow and representing you in a positive light. Social media plays a big role in how your Sales Brand Ambassadors portray your business to their network. Here are some great tips on how to use it to benefit your employees and your corporate image.

Since salespeople already have such a big impact on the success of your organization and how it is perceived, it makes sense to place them at the forefront of your business as well.

Is there a large enough focus on sales in your company?