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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We value our relationship with LSA Global. We came to LSA because we wanted to improve overall behavioral based interviewing capabilities of our managers to increase the probability of both hiring top talent and future leaders. LSA designed a highly customized solution for our business and culture. We are currently rolling out this solution to our leaders. I would highly recommend LSA Global as a top quality resource.

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