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Thought Leadership

Sales plays an essential role in any business, particularly for entrepreneurs and small businesses. It bridges a potential customer with the product or service your company offers, and it takes a certain type of person to pull it off.

Some succeed, some fail. As an entrepreneur, it’s your job to make sure you’ve got the right person in the right seat.

The Importance of Sales

Sales is always under attack. When sales are down, we want to know how we can make more sales. When sales are up, we want to know how we can make more sales. 

It may seem unfair, but that’s because a lot is riding on sales. 

It’s a simple equation: Sales = Revenue. 

That revenue covers your company’s expenses (and then some, hopefully), which in turn allows you opportunity for growth. Revenue is a quick indicator of the health of your organization. 

Take a look at any financial sheet and you’ll always see “revenue” toward the top. 

The thing to remember is that not all revenue is created equal, and not all revenue is necessarily good. An inexperienced salesperson who’s still learning the ropes may be focused solely on revenue. But the most effective salespeople are those who understand what high quality revenue looks like, and are focused on running profitable revenue. That’s what we really care about.

Sales also impacts company morale and culture. With so much at stake, it’s no wonder the sales seat is a pressure cooker.

Sales is Always Evolving

There’s always a new way to reach customers or a new product or service being offered. Your sales team needs to be nimble enough to roll with it. 

You must be strategic on how, when, and what you communicate for an effective sale. And the connection between your salesperson and your customer can make or break the sale. 

Not Everyone Can Be a Salesperson

Despite so much of our work being done virtually, human touch is essential to sales. 

Not everyone is a “people person,” who can find commonality with others. Not everyone can pick up the phone and connect with the person on the other end of the line. 

Sales is all about connection. It’s based on one singular person’s interaction with another human being and their ability to connect and persuade another person with decision-making authority. 

Some people get it, and others just don’t. 

The Follow Up

Once you’ve established that happy customer through trust and loyalty, a big part of retention is your follow-through. 

Trust and loyalty of small business owners is especially important when a client recommends you to a friend or family member, or writes a review online, which holds most of the weight these days. 

Any review or recommendation can impact the growth of the business through increased brand awareness and sales. 

Setting up calls or meetings once the sale is closed is a great way to build positive relationships. Your customer can provide constructive feedback, and you have the chance to retain that customer—which is a lot easier than finding a new one!

Sales Isn’t Going Away

Sales has been and will continue to be the backbone of any successful business – that much won’t change. 

While the way we make those connections may look different—and how and when a business needs those connections will vary—sales will always have a permanent place in business.

What does the sales seat in your business look like, and how does it impact your small business? Share with us on Facebook, Instagram and LinkedIn!