Do your salespeople understand your business strategy?
Could your sales people summarize your company's 3-year or 5-year strategy, if asked? Could your sales managers do it?
Would all of your individual sales team members, and their sales managers, be able to recite it in a consistent way? Would they be able to pick up the key words and phrases that capture the direction of your plans, as well as the essence of your aims and values?
Multiple surveys suggest that sales teams who have visibility of their companies short / medium / long term strategy plans and who understand and can clearly articulate those plans, tend to produce much better results.
In fact, those same companies reported better results in:
· Sales performance
· Employee engagement surveys
· Reducing staff turnover
So, the need to produce a clearly communicated and easily understood strategy - including not just what the business wants to achieve but how you plan to do it - is essential....if you want a motivated, engaged and performing sales team.
So, how do you create a business strategy which not only clearly defines your overall business objective, but also maps out how you hope to achieve it, in a way that is easily communicated to your sales teams?
To start with, a well communicated strategy must begin by covering what exactly the business is trying to achieve. This could include a definition of the overall corporate objective, with a breakdown of the individual goals within that objective. This should be followed by a definition of the scope of the strategy (i.e. the context and boundaries in which it falls).
When addressing how the organisation plans to reach this objective and its component goals, reference needs to be made to your value proposition and what you plan to offer your customers, over a defined period of time, that will ensure you will succeed.
Value Propositions should always focus on where your business has something unique, different or better to offer, than your competitors and which adds tangible value to your customer base.
Finally, you need to be very clear about the specific part that your sales people play in the achievement of your business objective and goals…and the reward / recognition they will receive when the objective and goals are met.
Following a format like this - being open and transparent in your communication of the strategy to your sales managers and sales staff - will help ensure a much better understanding and ‘buy in’ from the ground up, within your organisation.
The net result should be a more engaged, motivated and performance-driven sales team…something all businesses should strive for.