“We are an organic growth company, not an active growth company.” These were verbatim words from a recent client session.
There’s nothing wrong with these words, but there is a challenge when relying on “organic” (or passive) growth when you want to double your sales revenue this year.
“Everyone lives by selling something,” according to Robert Louis Stevenson. We are all selling, all the time. We may not see it that way, but we’d benefit by taking a large part of the mystery out of selling. Keep the mystery in place and we don’t meet growth goals. Worse yet, we get into real trouble.
So how can you take the mystery out of selling if you’ve traditionally been a passive growth company? By following eight simple steps, you’ll not only mend some cracks in an existing sales department / function, but you’ll relate to sales as a machine rather than magic.
Here they are:
- Find a great sales manager; someone who is GWC (gets it, wants it, has capacity to do it) and will elevate accountability to ensure sales is a healthy function
- Have a simple and clear marketing plan that includes a clearly defined target market, unique differentiators, a proven process and a guarantee
- Build a clear sales process that makes selling easily measurable, repeatable and predictable no matter who employs it
- Define your sales culture and approach; choose transaction vs. relationship; salary vs. commission; define what you sell whether product / service / commodity / experience
- Manage the numbers and activity so you can coach / change behavior before it’s too late; use a scorecard weekly
- Ensure you have the right people in the right seats that are both a culture fit and are GWC for sales (see item #1 above)
- Ensure minimum standards are clear with all sales people including rules of the game, core values, and clear measurables
- Insist on absolute consistency regarding process, materials / collateral, message, and goals
You may have to look outside your organization for the right sales manager, but it will pay enormous dividends to have one person accountable for ensuring all eight steps are in place.
Make sales a machine rather than magic and you’ll see the double-digit growth you’ve always hoped for, but haven’t achieved.
To learn more about where you can help your organization improve, invest 5-7 minutes completing your EOS® Organizational Checkup.