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On Building A Sales Organization – 1 July 20, 2013

Posted by David Dirks in Building A Sales Organization, Sales Management, Sales Strategy/Tactics.
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David Dirks

David Dirks

Note: This is the first in an ongoing series on building an effective sales organization/team for a small business.

There comes a time that some successful small businesses find themselves in.  It’s the time to consider the need to build more revenue by engineering a sales organization.  What does a vibrant, dynamic and proactive sales force give you?  How about the ability to scale your revenues by adding more boots on the ground?  Now I’m NOT talking about going from 1 or 2 sales people to 20 overnight.  The first step is recognizing that the only way you can scale revenues in a northerly direction is by building a sales organization starting from ground zero.

But let me save you the money, time and resources it takes to build a sales organization and culture in your small business.  It’s simple from my experience.  If you are willing to do ALL of the following, you have the right stuff to really create a viable and revenue contributing sales organization whether with 1 or 20 people:

  • Willing to either hire experienced sales talent or willing to invest in the sales training required to help entry-level sales personnel become productive in a reasonably short time period.  Doesn’t much matter how great your sales opportunity is if you aren’t willing to either hire successful, experienced talent or hire the best & brightest entry-level talent – and then be willing to support them with the best-in-class sales and product training you can afford.
  • Willing to create a sales compensation plan that truly rewards people for their efforts but doesn’t leave them wondering how they are going to eat while they ramp up & beyond.  Whether you hire experienced or entry-level sale people, be prepared to compensate them within the range of what is at least the standard for you industry.  Going cheap on the compensation plan equals  consistently high turnover.  At best, you’ll be a good place for someone to get some training and experience before they go off and find a real sales organization to make a living off of.
  • Willing to support your sales team with the resources they will need to get the job done.  That includes providing them with professionally created sales collateral (brochures, catalogs, product info sheets, etc.) – and not material created by your niece or nephew who calls themselves a “graphic designer”.  Sure, they’ll work on the cheap for you but more often than not, their work is substandard.  Hire professionals with a bonafide track record.

So, if you’re truly committed to hiring quality, providing compensation that motivates and allows someone to earn a better than average living, and support them with the sales tools they’ll need to be successful – you can entertain building a real sales organization.

 

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