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One of the biggest mistakes business owners/CEOs make as their businesses grow is the ineffective delegation of sales. Too often, in addressing sales problems -- or moving from the founder being the primary salesperson to a sales team -- business leaders attempt to offload sales, rather than truly transitioning sales to the individuals who have been hired to get the job done.
Don’t make assumptions in how your sales representatives will address their role within the company; not everyone will think the way you do and automatically “click” with the brand story as you see it. Mentor your employees, and provide them with the tools, training and time to be capable of representing -- and ultimately selling -- your brand.
On-boarding is arguably the most critical time in a relationship with any employee. This is especially true when it comes to sales, and it is crucial to plan a comprehensive training program ahead of time. By doing so, you will ensure that the essential knowledge is transferred to your sales representative so that they can approach their role effectively, fully embodying the culture and story of your brand.
Storytelling is crucial when it comes to sales-- consistent, strategic storytelling. As a business leader, you hold the vision of the brand in your hands. It is your responsibility to lead your employees, customers and vendors towards a consistent understanding of who your brand is in the marketplace. Marketing isn’t solely external -- market inside your company as well as outside of it, in order to ensure that everyone is consistently telling the same story.
At the end of the day, your sales representatives are at the front line when it comes to representing the goals of the business and elevating the conversation within the marketplace. As you transition sales duties onto other individuals, ensure that every action you take to transition sales responsibilities furthers your brand image and brand promise. As always, strategy is key -- it is not just about the actions you take, but the intent and planning that goes into your every move.
For more insight on this topic and much more, listen to my recent interview with Jack Kelly of The Corlea Group on my radio show, Business Growth Cafe, here:
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