The culture of any given enterprise is most often a reflection of its leadership, and the sales force tends to mirror that culture when interacting with customers and prospects.
“I’ve never seen a company that was able to satisfy its customers that did not also satisfy its employees,” said Larry Bossidy former CEO Allied Signal, Inc. “Employees will treat your customers no better than you treat your employees.”
Others suggest that an organization tends to sell in a fashion that is directly related to how the organization buys — in other words, if the organization evaluates suppliers and makes buying decisions based primarily on price, then they also tend to sell at lower margins; and vice-versa.
Either way, as leaders, we have a profound impact on how our sales people interact with the marketplace each day, because the direct and implied messages they convey to our customers are based upon their impressions of our position on a range of issues — from how we evaluate and buy things, to how we talk about and treat customers.
Similarly, if the sales force is not enjoying high-levels of success in the marketplace, our cultural approach to improving their approach — i.e., building upon strengths versus focusing on weaknesses — can significantly impact their success or failure.
So what can we do to positively lead or impact the selling process?
Here are 5 steps you can take…