Sales is still the most important role in every business:
Published on June 15, 2016June 15, 2016 • 150 Likes • 20 Comments
In a previous post, I made the proclamation (supported by various industry analysts) that there is a big ‘cull’ coming to the sales profession in the coming years. And whilst I stand by everything that I said in that post I also want to make the point that there is still no other role that is more important in every business than the role of the sales person. Let’s consider a few facts:
1) Product-Market Fit – and the conduit between both.
It doesn’t matter if you’re selling a product or a service, you need to understand and research how much demand is in the market, and how (and when) that demand is evolving. Truly effective sales & marketing teams will not only communicate and sell the value of the firm’s products to target customers, but they will also continuously collect, synthesise and disseminate the critical market intelligence that will help the firm innovate and define (and re-define) the business strategy. Understanding the market, and decisions about product-market fit MUST begin with those closest to the coal face – the sales people.
2) Cash flow is the 'life-blood' of every business.
Cash-flow management has always been critical to business sustainability and this point resonates very loudly with me with due to a career focused on revenue generation activities, and the effect that the top-line always has on the bottom line. There is no other department or business function that has a greater impact on the development of the all-important cash flows than the sales (and marketing) department. Yet again reinforcing the tremendous importance of the role that sales people play in executing the business plan.
3) All business planning begins and ends with the sales forecast.
One of the key aims of senior management is to try, where possible, to increase control and predictability of the business. Almost all operational planning begins and ends with the budgeting process, and regardless of which type of budgeting model a business utilises (traditional, zero-based, rolling, quarterly, annual) all budgets are derived from the sales forecast. That is, how many units can be sold during the period? And at what price? The combination of these two questions is what constitutes the ‘top-line’ revenue projection, and this number effectively dictates how the entire business will be planned and operated throughout the ensuing period. Therefore, it is difficult to find a more important role than that of the sales people (moreover, the sales leader) in ensuring that the sales revenue forecast is at least somewhat accurate, enabling the entire business to be planned appropriately.
4) Communicating value from the business to the market (and vice versa):
Sales play a key role in the building of loyalty and trust between customer and business. ... During sales interactions, encouraging the customer to recommend a friend or give positive feedback can have an impact on the growth of the business through increased brand awareness and sales.
The Important Role of Sales In An Organisation | Oxford College of ...
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There is nothing more important in sales than prospecting. Unless you can gain a meeting with your prospective client, there is little chance you create an opportunity. Without opportunities, you cannot succeed. Discovery is the most important part of selling well.
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thesalesblog.com > 2018/10/09 > the-most-important-thing-in-sales
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