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Monday, December 18, 2006

Corporate Sales Training

How To Develop A Strong Sales Culture

In every other business function (accounting, engineering, operations) there are documented processes, common cultures, and established vocabularies with terms that are clearly understood—everywhere except in sales.

It is a rare company that has a strong and distinct sales culture, complete with a common language for discussing, conducting, and improving the . The few companies that have built such sales cultures are easy to recognize—they’re a lot more successful.

Everyone who makes contact with customers should understand your sales language.

It isn’t only salespeople who should be indoctrinated into your sales culture. Every time a customer contacts your company, that customer becomes more or less sold on your products. If your employees all know how your sales process works, they can be far more effective at influencing customers in your favor.

Here are some tips to help you begin building a common sales culture:
  1. Document the way your sales process works, and identify the important milestones in the process. What are the major steps that lead to a sale? Everyone in the organization who comes into contact with customers should know what the next logical step would be.
  2. Teach employees how to ask better questions—what Action Selling calls The Best Questions. This allows your people to do a better job of building rapport and identifying how best to proceed with particular customers.
  3. Teach employees how and when to make Positive Company Statements. Nobody should miss an opportunity to pass along good news about your company, whether it involves a new product, favorable financial performance, a joint venture, or whatever the case may be.
  4. Within the sales force itself, a common language is especially important. For instance, terms unique to Action Selling (such as Commitment Objective, TFBR, and Universal Stall Breaker) allow a sales team to communicate clearly and precisely about how to improve performance in specific areas of the sales process.

Develop a strong sales culture, based on a common language and built upon a well-defined sales process. You will create a powerful orchestra, with all the musicians playing from the same score for your customer audience.

For more information on , please visit us today. We also recommend you read about the amazing Action Selling Sales Process featured in our

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