Sales Growth is a Team Effort

October 23, 2019
Sales Growth is a Team Effort

Sales growth can't occur without a well-documented sales process.

That's why all last month we wrote and talked about the importance of documenting your company's tribal knowledge. Without it, you run the risk of losing out on different business opportunities.

But, how do you start building a storehouse for tribal knowledge? And most importantly, how do you involve different departments in that process?

Well, this month, we've transitioned over to discussing how to assess the state of your business. As a senior leader, you're responsible for identifying the strengths and weaknesses of your company and developing a plan to improve.

If lack of team collaboration and process documentation are some of your weaknesses, keep on reading!

Sales growth is a team effort. So, how do you get your company involved?

Sales growth starts with your team. And sales shouldn't operate as its own, independent island.

Follow these steps to get the rest of the company involved in sales growth.

Foster a culture of accountability

Developing an accountable culture within your company entails setting clear expectations and measurable goals, implementing a coaching program, and soliciting open and honest feedback from your team.

This way, your team will embrace and understand the value of the changes or initiatives you suggest. They will actively participate in the change and together, you will make great strides for your business.

For more, check out our eBook on Accountability in Sales.

Accountability in Sales
A Guide for CEOs, Sales VPs, and Sales Managers on How to Guide Performance
Download Now

Create a sales growth team

Develop a cross-functional sales growth team with members from other departments in the company.

These can be people from Marketing, Operations, Finance, or Human Resources. It’s not uncommon to see 5 to 10 people on a sales growth team, depending on the size of your company.

The sales growth team works together to build your sales process, AKA, your Sales PlayBook. Each member has a unique perspective on what to include, and it's important for different departments to align on processes.

For example, sales and marketing have to work together to offer buyers quality content. Marketing needs sales to gather information from buyers that will fuel the development of marketing collateral. Sales needs marketing to attract new prospects and leads.

Creating a sales growth team can improve departmental alignment and help build a stronger sales process.

Employ change management techniques

Employing change management techniques can help your sales improvement initiatives success, and thus increase sales growth.

Change management guides companies on how to support individuals and teams during major organizational changes.

Failed initiatives are usually the result of a lack of strategic vision or leadership. Team buy-in is also critical for success, so clarifying expectations and simplifying processes can and will encourage team-wide adoption.

How can you apply change management to your sales improvement initiatives?

Here’s our 10-step model, which employs change management best practices:

  1. Identify your “why?”. Why is this initiative important?
  2. Get organizational buy-in. Explain how the initiative will improve processes and boost efficiency.
  3. Align on goals and develop metrics to monitor progress.
  4. Form a team of stakeholders from different departments that’ll be impacted by the initiative.
  5. Identify areas of potential resistance and develop plans to address them.
  6. Evaluate how you can influence the initiative or be influenced by the initiative.
  7. Establish leadership expectations with management responsible for encouraging adoption.
  8. Improve communication between departments involved in the initiative’s implementation.
  9. Develop training programs that drive adoption.
  10. Check-in frequently and make adjustments to the initiative where necessary.

For more, check out our eBook on Change Management.

Change Management Process
A Simple 10 Step Guide for Sales Success
Download Now

How do you further support sales to drive sales growth?

As a senior leader, it's important to support your sales team by developing systems, programs and processes that'll drive sales growth.

Do so by following the steps below.

Support mid-level leadership

Great leaders are hard to come by, but great leadership is necessary to ensure your sales team meets their quotas and adopts company best practices.

The unfortunate truth is that sales managers are often former sales reps who were promoted for closing lots of deals but received no further training prior to taking on the new position. Being a sales rep versus a sales manager are two very different jobs requiring very different skill sets.

That’s why it’s so important to assess whether sales management may need more training.

Hold your sales managers accountable with a clear, developed process manages expectations and produces stellar results. For more, check out our eBook on Sales Management.

The Ultimate Guide to Sales Management
Solution to the Top 10 Problems that Sales Managers Experience
Download Now

Offer training catered to your team's needs

Sales is an ever-evolving field, so implementing a consistent training program is critical.

But new learnings don’t always get adopted by the whole team. That's why it may be time to re-evaluate the current training protocol and create a new training adoption plan.

For more, check out our eBook on Sales Training Topics.

Sales Training Topics Checklist
A Guide for Sales Leaders
Download Now

Solicit feedback

Soliciting feedback is one of the best ways to maximize your company’s sales potential.

In order to develop training programs catered to your team, you need to create the space for them to voice their thoughts

Do so during your next sales training meeting!

Encourage documentation

Lastly, remember to encourage process documentation. Especially from your sales managers and top-performing reps.

This way, all of the team can benefit.

Want to spread the word? Click here or on the image below to Tweet this graphic on the importance of documenting tribal knowledge!

Tribal Knowledge - The Elements of a Winning Sales PlayBook

And be sure to check out our latest eBook, Assessing the State of Your Business: Start with Sales.

Assessing the State of Your Business
Start with Sales
Download Now


  • Barry Hall - Reply

    Many thanks Charles for sharing your post with me.
    Best regards

    • Charles Bernard - Reply

      Thanks for the kind words, Barry – and for your encouragement. I really appreciate it!

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