Many of the strategies adopted by companies in all departments go through the sales sector.
Good or bad, the commercial area is responsible for bringing better results to any business. Problems can arise, even if the other teams work well.
If there are no oiled processes in sales, the company can reap bad results later on. Therefore, the mission to structure this area is vital.
The success of any business depends on it. So it’s something that needs to happen in the most strategic way possible. It must be done following a process and respecting the steps.
STEP BY STEP FOR DIGITAL TRANSFORMATION INTO SALES
In other words, it’s no use hiring professionals. Or tools just because you read that you should. This way, it won’t work.
Above all, there is another crucial point. The sales sector is very influenced by the advancement of technology.
And that needs to be made clear as soon as possible. Process automation is urgent. The digital transformation of the sector, not even talked about.
That’s why today’s article is so valuable. You will know:
- how to structure the sales sector in your company;
- The impact of technology on business routine.
Stay with us and check it out. Good reading!
How to assemble the sales department in your company in 8 steps
Structuring the sales sector is an extremely important step. It’s something any CEO needs to give their company to start growing.
However, for this, it is necessary to follow some essential steps. To help you, we’ve separated 8 steps.
These are actions for companies to correctly structure the commercial sector without a headache.
1 – Choose the sales model to be adopted
First of all, how does your company want to sell? The choice will depend on many factors.
What or what are your products or services. The market in which it operates. Customer profile, economic and social context, among others.
The number of people the company has for this sector will also weigh. See 3 most common types of sales.
So, knowing the reality of your business, you choose what makes the most sense to adopt.
It’s called inside selling. In short, it relies on inbound marketing (but also outbound) strategies to capture customers and have someone to sell to.
Contact with prospects takes place from within the company itself, mainly via telephone.
But other tools are also used such as Skype, Hangouts and, increasingly, What Sapp.
Undeniably, it is one of the cheapest forms of sales. The expense will be with telephone and internet, basically. And a sales CRM, of course.
It is possible to have contact with a much larger number of customers. After all, you won’t have to move. However, it is lost in proximity, the power of persuasion may be less.
But for businesses that are just starting, it can make a lot of sense. However, take into account your product/service and ideal customer profile!
It’s the way to sell with the seller in the field. It can be understood as the most traditional form of sales. The one in which the representative passes, door to door, offering the solution.
The meetings and demonstrations are all in person. This is good for understanding up close (and quickly) what potential customers need.
However, for each sale that is not completed, the CAC rises. And this is not good.
To be worthwhile, for the sales professional to pay himself and bring profit to the company, the average ticket needs to be very high. Does your business currently support this model?
This self-service model works basically for ecommerce – or even physical stores.
You assemble shelves (physical or virtual) and the customer buys on their own. Here you need to rely on good marketing strategies.
Only then can you get noticed in your market and show why you are better than your competition.
2 – Assemble the sales team
Now is the time to recruit good professionals. First, however, it must be said that you will not find the perfect seller.
Choose the professional for their values and for some virtues that you think are interesting for the area. However, it will not come ready.
The best salespeople are employed and getting them out of the companies they are currently in can be very expensive. If you have the budget, ok, go ahead.
That said, the ideal scenario is to have at least one SDR and one vendor. The first is responsible for qualifying the leads that marketing generated, marking schedules.
The second is called the “closer”. He will show you how the solution works and seal the sale.
But that will depend on the amount of leads that are generated. As for the professional profile, finding competitive people is good for the sales sector.
However, it cannot be the only one. Otherwise you won’t have a healthy sales routine for your team. It is necessary to find people who have organization.
People who like to continuously acquire knowledge and add to the refinement of the sales process.
3 – Perform (a lot) training
Training. Lots of training. As we said, good professionals are not born ready. They need to be prepared to act in accordance with the company’s values.
Always, of course, in order to always guarantee the client’s success. Apply agile methods. This is crucial for two reasons.
First, ensure that best practices are applied. Second, be in tune with what the market and customers demand.
To stimulate the best in each professional, sales coaching can be a good alternative. Ah, another highlight.
Anything defined as a best practice (whether email script, sales pitch) needs to be registered in a playbook and made accessible to everyone.
This alone will accelerate and improve knowledge of the entire sales industry. Furthermore, it is also crucial to understand the difference between efficiency and effectiveness in sales. Only then will it be possible to know what needs to be improved in the sector.
4 – Identify and name the leader
Above all, it is essential to have a sales leader in the commercial sector. It doesn’t have to be someone outside the company, someone new.
After all, this person is not familiar with the organization. Soon, you will need time to learn about everything.
This sales manager may already be within your organization. It is up to the manager to be careful to identify it. It’s not about choosing someone to delegate tasks. This person needs to have a good relationship with everyone.
In addition to selling together – even to gain insights into constant improvement. But be careful when identifying this professional!
It doesn’t mean that your best salesperson will be a good leader. He needs to have leadership qualities.
Simply taking out your best salesperson and giving them a managerial role can cause you to lose your best salesperson and not gain someone to lead.
5 – Set realistic goals and objectives
Goals and objectives need to be established, yes (even to give direction to the work of the sales sector), but they have to be within reality.
It’s no use putting a very high number for everyone to give their best.
After all, depending on the context of the company and the market, they cannot be reached. Start with a lower goal so everyone can hit it.
And in feedback meetings, praise the sales department and, of course, raise the goal. This will guarantee item 6 of this paragraph…
6 – Ensure everyone’s motivation and commitment
In addition to having goals that can be achieved, there are several ways to ensure the motivation and commitment of everyone in the commercial sector.
After all, it’s too important a department to have unmotivated professionals. The short-term consequences of this are pretty bad.
So be aware of some points. They guarantee motivated professionals.
In addition, it works so that everyone remains committed to the sales process as a whole. It may be the CEO’s role that.
It is therefore necessary:
- Combat problems with the direct manager of the area. He does this by always clarifying points and managing different work views;
- Always recognize and reward the good work done. That can’t go unnoticed, after all, mistakes usually don’t go away, right?
- invest in training and constant meetings for evaluation;
- Manage all kinds of internal conflicts and distractions that disrupt the day to day in sales.
7 – Create metrics
Processes need to be constantly improving. Every company wants to sell more, better and reduce operating costs, right?
That’s why, then, defining sales metrics is so important. Pay attention to some KPIs, the so-called performance indicators, such as:
- Number of prospected customers;
- how many open opportunities;
- missed opportunities;
- opportunities gained;
- Conversion rate at each stage of the sales funnel ;
- Between others.
All of this must take place, of course, as we said, within realistic goals. Otherwise, all metrics will always fall far short of what is needed.
In addition, you will not have valid information to properly assess your performance.
8 – Invest in technology
Another important point, impossible to neglect, is investing in technology for the sales sector.
The sales team needs at least a sales system for the work to be assertive on a day-to-day basis.
In fact, this item is so essential that we decided to expand on it in the following paragraphs.
Technology and the commercial sector: what changes and what doesn’t
To understand how technology can leverage results in the sales sector, realize that the purchasing process doesn’t change. That’s right.
What changes are the ways in which the customer reacts to each step? In the traditional model, the consumer first perceives a need that needs to be met.
Then he looks for possible solutions, then assumes that he really wants to buy something he believes will solve his problem.
From there, he evaluates the options of products or companies available and, finally, makes the purchase. In general, the influence of technology does not interfere with these steps.
What happens is that it empowers the consumer, and it does that by making it easier to access information.
Especially when he is comparing the possible solutions and companies available on the market.
Therefore, it is essential to map the behavior of this consumer at each stage of the purchase cycle and be present in a positive way in the environments and places in which he seeks information.
Regardless of the type of product or service and the sales model, technology has come to make life much easier for companies and professionals.
The biggest example is ecommerce. There, the store is available 24 hours a day. And the customer buys from the comfort of his own home. The product is already reserved in stock. The invoice is automatically generated.
In addition, the customer follows the delivery thanks to integration mechanisms with the Post Office, for example. And even social networks have become sales channels.
After all, they take advantage of the fact that it’s an environment where people spend most of their time when they’re connected.
But physical stores are also increasingly automated. All customer relationship history with the brand is faithfully recorded and monitored through CRM programs.
Information on product characteristics and stock status is available to sellers. They appear by smartphone or tablet.
Thus, there is no need to “abandon” the customer in the store to seek information.
In addition, the integration of internal systems with the company’s ecommerce allows consumers to buy online.
Soon after, she chooses to pick up the product at the store, or receive it at home
Information is power in the sales sector
Just as consumers have easy access to the information they need to decide on a purchase, businesses benefit too.
They have the possibility, today, of getting to know their target audience and even their competitors more easily.
Nowadays, it is increasingly rare to use survey forms to identify people’s behavior.
The countless social networks came to give the power of information to those who know how to use them best.
Prepare sales for the impact of technology
If you really want to take advantage of technology to optimize the results of your sales sector, stay tuned for a few steps:
1 – Be present in the virtual environment
Nowadays, the company that does not have a website is destined to disappear in the coming years.
More than that, it is also crucial to be present on the most important social networks for your target audience.
2 – Implement management software
Use IT systems to manage your internal and customer relationship processes.
So you save time and money. Furthermore, it greatly reduces the chances of errors.
3 – Have an IT person
It’s important to have a person or hire a company to do the IT part of your business.
But not just to fix computers. It will have the mission to study technological trends.
And, with a strategic vision, understand how to bring this to your business. Advances in technology have much to add to improving your company’s sales results.
Many solutions are available with different investment ranges.
The choice will depend on your specific pain. The key is to see how best to take advantage of this trend for your business.
So, how can we help you?
Take the opportunity and read two articles that can help your day-to-day work in the commercial sector.
The first talks about the 10 commandments of the salesperson to sell better daily.
The second discusses why activity-based sales can be a good alternative for companies.