Download key elements of positive sales culture

CREATING A KILLER SALES CULTURE
The Key Elements of a Positive
Sales Culture
Your business has a culture. For better or worse, it affects the way your clients and prospects
perceive you, and sets the tone for employee success. But simply wanting to sell more stuff
isn’t enough.
A positive sales culture consists of: (1) sales reps that actively seek out new clients, (2) a
functioning sales regime with a dedicated staff and specific sales processes, and (3)
mechanisms for continuously practicing, refining, and improving the sales craft. To achieve
these objectives, positive sales cultures often contain the following key elements:
Rituals (Sales Processes)
A positive sales culture practices two kinds of rituals:
•
Basic processes to generate leads, land sales, and retain clients (e.g., reaching prospects and clients by
phone, email, social media, mail, referrals, events, marketing, and client experience).
•
Internal rituals to evaluate, refine, and strengthen the processes listed above (e.g., goal-setting,
meetings, brainstorming, employee education, role playing, and outsourcing).
Tools (Technology)
Using high-quality tools enhances your ability to generate new business, and shows your team you’re
committed to investing in their success. Common sales tools include prospecting databases (like BWise),
customer relationship management (CRM) software, and collaboration software, among others.
Language (Communication)
Language is an important element of a positive B2B sales culture for two reasons. First, a unique sales
verbiage that’s shared among your staff can help create a feeling of camaraderie and teamwork. Second,
ongoing communication is essential to understanding what’s working, what isn’t, and how everyone can
help the team succeed.
Social Structure (Intra-Office Dynamic)
Here are some of the most important social components of a positive business development culture:
•
Flat Society: sales cultures are stronger when management engages in sales, indicating that entire staff
is in the same boat and working toward a common goal.
•
Respected Reps: when your sales reps are your top earners, they’re more likely to be viewed by the rest
of the clan as respected professionals, and the craft of sales is more likely to be held in high regard.
•
Inclusive Gatherings: regular meetings that include marketing and client services groups as well as your
sales team help the community coalesce around a common goal.
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