Pardon this rather over-the-top statement that even Vince Lombardi, who talked about winning the same way, would not touch. Very early in my sales background, I was told that Sales is not the whole company but the whole company should be in Sales. That may be a little easier to accept.
If you don’t have a sales culture within your business, you must create one. Without it, your company will never be able to form that cohesive strategy necessary to enable sales and generate revenue. Sales is the only thing to winning. It is the only means in which all functions of a business align to deliver the exchange of value, the message, the solutions, and the people necessary to enable sales productivity and drive increased profitability. With that level of alignment, your customers will experience first class engagement—from the first meeting with a sales rep through to a win win deal and beyond.
A lesson: Sales Managers need to be Sales Coaches. Coach Lombardi most certainly would agree with that. To develop your sales team to maximum performance, create the environment for maximum performance, for individual ingenuity, for individual creativity to contribute to a winning team. Coaches do that to win. You can play a role too: provide your sales pros with processes and solutions to streamline their daily activities. Give them back time that could be used selling rather than running administrative tasks, searching for resources, or working other non-sales activities. Train your sales force not just to do things right but to do the right things (thanks to my marketing guru Peter Drucker for this quote). Reinforce that mind-set on a consistent basis throughout the year and provide the processes and CRM (Customer Relationship Management) systems to do so.
So what are you waiting for? Start building a sales culture today to realize improved customer relationships and a world-class business.