Sales Driven Culture
Should your company embrace a sales driven culture? If you are looking to grow profitable revenue faster, then this is a fair question to ask – especially if you have historically been a technology, engineering, or product-driven culture. One is not necessarily better than the other. It just depends upon your business strategy and marketplace.
The Definition of Sales Culture
Much has been written lately about the importance of a strong culture in driving success. Think of a sales driven culture simply as how and why sales-related things really get done – the way sales people think, behave and act. According to a recent report from the Harvard Business School, culture can account for up to half of the differential in performance between organizations in the same industry.
Sales Culture Accounts for 40% of the Difference
We agree that a sales driven culture can make the difference between thriving and just surviving. Our organizational alignment research found that culture accounts for 40% of the difference between high- and low-performing sales teams in the areas of revenue growth, margin, customer satisfaction, customer retention, sales leadership effectiveness and sales rep engagement.
New Thinking About Sales Cultures
What is new in culture-oriented thinking is the idea that basing an entire company upon a sales driven culture can give an organization a significant competitive edge. The philosophy behind this approach is that no matter how superior your products or services may be, if you can’t convince someone to buy them in a way that makes sense for them and their unique situation, your business will stumble.
Combined with speed at which technologies and products are being disrupted, the ability to sell is taking on a more meaningful role. There are hundreds of companies with good or great products that are losing market share to competitors with superior sales and marketing capabilities.
Four Steps to Create a Sales Driven Culture
If you are ready to think of your company as first, last, and always a sales-oriented organization to help your customers to succeed, here is how you can go about embracing a sales driven culture.
Step up to the challenge of ensuring that each and every worker supports the external focus of your mission to help your customers to succeed in the way they think and the way they behave.
We are not advocating a dishonest sales strategy and personally do not believe that a win-at-all-costs sales culture is healthy or sustainable. We are advocating however that you work to resolve internal conflicts with a ruthless eye toward improving your ability to help external customers to succeed, acquire new customers, and retain and expand current customers.
Agree upon what sales needs to get and from whom in order to help their customers to be successful. Then agree upon what the sales function needs to provide to each and every department so that everyone is set up to perform at their peak. Then monitor progress and hold people accountable to deliver.
The Bottom Line
If you can help current and prospective customer succeed better than the competition, your organization as a whole is more likely to flourish. If you accept this, take the leap toward externally leaning your entire organization’s culture toward sales.
To learn more about what it takes to create a sales driven culture, download Sales Leadership Lessons from the Field– How Much Pressure to Grow Can Your Sales Force Handle?
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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.
Director, Business Planning & Analysis
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.
Firmware Engineering Supervisor
The refreshing thing about LSA is that they focus on understanding our business situation and helping me succeed instead of selling a product. With over 150 experts, they are an invaluable resource that helps me deliver higher quality results faster. I recommend them to anyone looking to improve the performance of their workforce.
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Our company engaged LSA to do a specialized “train the trainer” program, and the consultant’s performance outdid our exceptionally high standards for such a program. Very crucial to the success of this program was the work done upfront to discuss our needs and to interview key members of our organization so that the program specifically met our goals. Our facilitators continue to comment on the success of the program. Thanks also for the follow-up.
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“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.”
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What a personal and professional pleasure it has been to Partner with LSA. They are truly a strategic partner with Wyse. For more than 5 years, LSA has been engaged in delivering various training and development solutions for Wyse, from custom on-site programs targeting specific core competencies, to working individually with clients to build job skills, and offering invaluable services to me and my team as we continue to build our learning programs. LSA’s representatives do more than sell a product, they offer a full service solution: they understand our business, our strategic initiatives, and the needs of our customers.
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