Why are Sales Important?

Sales are so important for some very obvious reasons, but it still needs to be said.  So starting from the beginning…

What are sales?

It is the pinnacle activity involved in selling products or services in return for money or other compensation. It is an act of completion of a commercial activity.

According to the above definition, sales is important as it affects the bottom line, one might even say that it is the bottom line.

Now, every company has at least one area of skill that they are superior at.  It may be finance, or manufacturing or purchasing or customer service or even sales, but without an ongoing revenue stream, finance, manufacturing, purchasing or customer service just aren’t very important.

After all, there’ll be nothing to do if the sales aren’t there. 

There are ways to develop a core competency in sales.  You cannot save your way through prosperity.  Growth must come through increased sales not saving expenses.

Ask yourself a few questions…

  1. How good is our sales team? 
  2. Are you happy with every sales person? 
  3. Is the sales team better than your competitors’ sales team? 
  4. Do you have double digit increases in sales year after year?

If after answering these questions you feel that there is an opportunity to do more ask yourself just a few more questions…

  1. Is my disappointment with the team or just specific individuals?
  2. Can their performance be improved?
  3. What do they need?

Dave Kurlan of Objective Management Group states that 75% of the people in America currently employed as sales people should not be!  Wow, 3 out of 4 sales people should not be sales people.  Does that help to explain the performance of your sales group?

So now the work beings…find the right tool for the job.  It may mean eliminating poor performers that don’t have the ability to improve.  But most likely it means helping those who do have the ability to improve get better. 

Sources of help may be reading some good books on selling such as Five Minutes with VITO by David Mattson and Anthony Parinello and Put the Win back in Your Sales by Dan Kreutzer or Baseline Selling by Dave Kurlan.  Or it may be about finding a sales coach.  A couple of good companies are The Objective Management Group and Sandler Selling Solutions.  Or it may even mean sending somebody back to school.  Many Universities offer courses in sales and sales management.

It should go without saying that the better trained your sales team is, the better results they will achieve in selling your products and services. The better results they achieve, the more positive impact on your bottom line.

That being said, selling is not something you just do; it is a skill to be mastered and it is one of the most challenging yet most important functions of a company.

It is sales that are the engine that makes all else possible.

Whatever you discover as the issues and choose as the solutions, don’t delay…start today!

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