When Sales Culture Aligns with Your Strategy Rapid Growth is Possible

stick figures are pulling up an arrow that indicates growth

When your sales culture aligns with your sales and business strategies, the only way for that sales arrow to go is up.

Most organizations focus a great deal of energy on making sure their sales reps are working as hard as they can to meet revenue and margin targets. Sales leaders measure all kinds of sales activities. In fact there is no shortage of data. CRMs provide a wealth of information about such sales concerns as current and potential customers; past, current and potential deal size; frequency of customer contacts; and names and roles in customer organizations. But the information alone is of little value unless it is used properly.

We maintain that unless you can align the culture of your sales team with the strategy of the organization, your sales people may not be putting their efforts in the right direction with the right clients. They may be efficient, but not effective.

The goal should be sales optimization. Decisions should be made that chart the course toward sales behaviors that drive the right deals with the right customers for the right reasons. For the most productive sales culture, you need to allocate resources where the greatest opportunity for profitable growth resides.

Here are three capabilities you must build into your sales culture so you are aligned with business priorities and set up to optimize business results:

  1. Hold frequent, informal performance conversations that focus on the activities that are proven to produce the right deals.
    Sales managers, you need to set aside time to observe and coach your sales team members. Our research shows that effective sales coaching makes a 4-to1 difference in terms of performance. A performance review once a year is of little value compared to behavioral tweaks on a regular basis that are aligned with the overall sales strategy. This is your opportunity to help your sales reps spend their time where they will be most productive. This means prioritizing clients, improving customer interactions, providing value with every customer contact, helping to overcome obstacles, and ensuring the customer’s situation is well understood and the solution is highly relevant to the customer’s needs.
  2. Be sure the sales strategy is updated to reflect actual market conditions and sales opportunities.
    In far too many companies, the sales strategy is woefully behind current realities. A sound sales strategy will help sales reps make decisions that keep them on track to win in a way that makes sense. However, adjustments may need to be made to stay in tune with externally driven buying patterns, selling cycles and competitive shifts. A smart sales strategy creates agreement and alignment about target clients, differentiation, success metrics, sales processes, sales barriers and action plans.
  3. Select the right customers.
    You should have an ideal target customer profile…one that is your ideal buying partner in terms of size, maturity, need and ability to buy. Too many sales people waste time on clients who don’t fit the target client profile. Find clients who don’t exceed your cost-to-serve limits. Either they are not ready to make a buying decision or, when they do, they are too expensive to serve in terms of your investment of time and resources.

Build a high performing sales culture by encouraging the critical few winning behaviors, by aligning with the organization’s strategy, and by sticking with ideal target customers.

Learn more about creating a purposeful and aligned organizational culture

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LSA is an instrumental training outsourcing partner in helping us to build management capacity and strategically invest in our people. Their flexibility, depth, and breadth of expertise allows us to deliver top quality solutions that are directly tied to key business plans. Their ability to custom design, deliver, and evaluate our Management Curriculum has been excellent. They are true business partners and a pleasure to work with.

Margaret M. Mader
Vice President, Human Resources

Hyperion

The Next Generation Management Development courses have helped me communicate more effectively with my peers and teammates. By utilizing effective communication techniques such as clarifying and confirming, and asking open ended questions, I have been able to clarify and understand information in situations where I would have otherwise asked limited questions and made false assumptions.

Robert Breckner
Firmware Engineering Manager

Thank you to LSA Global for their partnership and support in helping us to design and roll-out our valuable management development training program. I personally have partnered with LSA Global at four of my previous companies. It continues to be a delight working with LSA. We look forward to partnering with them at Blackhawk Networks for future training and consulting needs.

Suzanne Kinner
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Blackhawk Network

We consider LSA Global our outsourced learning and development partner. We worked closely with LSA to customize a management development program to meet our growing business needs. I would highly recommend LSA to any company wanting to deliver quality learning solutions.

Terri Wright-Scheer
Vice President Human Resources

“We turned to LSA to help us custom design and deliver a leadership and management development curriculum to help drive performance. They have done an excellent job diagnosing the business situation, designing an approach that fits our culture, and delivering a first class solution.”

Sally Buchannan
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In the Next Generation Management Development courses, I was trained with skills and tools that have made me and my team more productive, motivated, and successful at communicating with other departments.

 

Kevin Ashman
Firmware Engineering Supervisor

I highly recommend LSA Global to anyone who is looking to improve individual or organizational effectiveness through their top quality programs and broad range of expertise.

Greg Pappas
VP of Human Resources

LSA helped change our entire culture around meetings, making them more effective and efficient, thus enabling us to concentrate on driving more business.

Terry Wassman
VP of Human Resources

I had been working with LSA for many years with my prior company. Currently, I’m with a company who hadn’t done much basic management skills training. After identifying and presenting a program recently, our managers are excited and talking in the halls about the great experience. LSA saves us time in delivering the right training for our needs.

Phyllis Moracco
HR Director

In my years working with LSA, it seems like I’ve had a personal consultant at my fingertips to help me identify just the right solution to satisfy our needs. The entire LSA team has become a trusted friend of Actel — assuring we provide state-of-the-art learning to meet our complex, high-tech business and people needs.

Linda Mitchell
Training Manager

We partnered with LSA Global to help us invest in our people in the areas of performance coaching, diversity, and inclusion. They focused on helping us succeed and were very flexible in meeting our specific needs. LSA Global exceeded my expectations from a speed, quality, and value standpoint. I would recommend LSA Global to anyone looking for a true business partner.

Anita Luckinbill
Director, Human Resources

LSA custom designed a Management Development program that is absolutely “on target” for our technical managers. Their facilitator has done a superb job delivering the material in a way that is fast paced, highly interactive, and fun. She presents practical solutions to the people situations that our managers face every day. I regard LSA as an excellent partner that understands our business needs and a virtual member of our HR department.

Judith Onton
Vice President Human Resources

For our go to training outsourcing partner, LSA provides exactly what we want. As always, they deliver outstanding work!

Elizabeth Siebert
Director, Organizational Excellence & Development

Intuit

I am very impressed with the quality of work and talent. LSA did a great job of listening to my needs and providing the exact management training program expertise I needed to get the job done.

Don Pryor
Director, Business Planning & Analysis

I have worked with other training companies and found it to be more of a seller/buyer relationship than one of matching the right expertise to our business issues. That’s what LSA does – ask the hard questions, listen, and understand our business needs. We receive the benefit of their expertise from assistance with personal development plans to enhancing team performance, to looking at enterprise-wide challenges. It’s all about helping our business succeed as we grow. Right now, LSA is providing great ideas, a fresh approach, and valuable guidance as we develop our management team and accelerate our client relationship management results.

Kristin Westland-Kaune
Director, Team Development

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