Consultancy is often more about enabling individuals to remove their self-created and diligently donned blinkers than introducing something new into their working lives, but in the case of struggling sales cultures more often than not it seems to be a combination of both that´s needed.

What is a sales culture?

No consultancy can give you a definitive answer as to what a sales culture means to “your” organisation because every company is as different as the staff it has working for it. But in general terms a sales culture is the spirit that drives every member of your sales team onward; it is the guiding force that ensures everyone pulls in the same direction, and it´s the strength of commitment that enables salespeople to pick themselves up from a loss and move forward to their next victory. So, in consultancy terms, it´s fairly important!

The sales culture in many organisations starts and finishes with something along the lines of “you´ll sell your little heart out or your position with this firm will be called into question”. It cannot be denied that the fundamental purpose of a salesperson is to sell, and therefore they, more than most other employees, must justify their place within the company by literally paying their way. However, employment threats don´t do much to motivate an individual who needs the support of their management team, or to raise the morale of a team that may have already suffered the loss of friends to the HR hatchet due to economic necessities.

When we´re called in on a consultancy project to develop a sales culture our goal is simple – to create an environment where the sales team are enthused and productive, where management takes responsibility for guiding and coaching, and where everyone understands their respective roles and responsibilities towards achieving this goal.

Who creates and manages a sales culture?

Our consultancy always starts with the sales leader. They are the individuals most immediately responsible for developing and then maintaining the correct culture for salespeople to thrive in, and they may well need guidance on how to accomplish this.

However, the problem is often even more deeply ingrained as the ultimate responsibility for a sales culture lies with those who determine the culture and character of the company as a whole. Depending on the organisation this may be the CEO, a board of directors or senior management. No individual or group is too senior to consider themselves above the benefits a consultancy can offer and we certainly do not set a seniority ceiling on our work, because sometimes everyone can benefit from the critical eye of outside expertise.

One of the biggest problems we face is when sales leaders and the company are pulling in different directions. Even a slight deviation from parallel perspective can lead to confusion, uncertainty and contradiction, all of which can negatively affect the productivity of your sales team.

Why is culture so important to sales targets?

Sales people need structure and challenge, a disciplined approach to their goals, and an awareness of what could happen if they do not achieve their targets; but that does not mean an authoritarian culture is the most productive.

Salespeople will thrive in the right environment and that is ideally one where they can trust in the decisions and direction of their sales leaders, one where they are taught all they need to know to be the best they can be, one where they are rewarded for their successes, and one where issues are dealt with openly through skilled communication. This is the culture that our consultancy work aims to achieve and, with it, the resulting smashing of sales target expectations.

What can happen when a sales culture fails?

An inadequately managed sales culture or one that is formed through neglect or chance rather than design will result in relative chaos. This doesn´t necessarily mean dogs lying down with cats, looting and pillaging or the breakdown of the political system, but it will lead to diminished respect for seniority, a lack of morale, an increase in staff turnover and, worst of all, a blatant disregard for your sales potential.

Now that you understand the importance of having the right sales culture for your organisation the next question is how would our consultancy help you to achieve this? The answer is one that we´ll need to explain to you in person because, as I said, every company is quite different. However, if you´d like a sneak-peak at some general rules on the subject you´ll need to read the next article in this series, “How to create a winning sales culture”.