Sales management is the complete management of the processes that involve the commercialization of a product or service. It is complete as it encompasses from marketing actions to attract interested parties, to post-sales strategies to build customer loyalty. That’s why its application is so important in companies. Selling has always been, is and will be essential for any business not only to prosper but also to remain healthy and competitive. Intuitive or empirical managements are no longer efficient. After all, when we talk about sales management, we are talking about processes. We are talking about analytics, strategies and a lot of focus on delivering customer value. That’s how he will trust that what you sell should not be ignored. Therefore, in this article, we have separated important topics for your company’s sales management, which we will unfold:
Are we going to check them all, improve results and hit goals every month? Good reading!
Sales Management FAQ
But before we get into the in-depth sales management content, let’s answer some frequently asked questions directly. At the end of each answer, you can go to the extended explanation of the topic.
What is sales management?
Directly, sales management is responsible for organizing a company’s goals. And it does this by planning, training, leading and managing existing resources. In the same way, good sales management must always offer a solution that is focused and focused on sales. And have all your strategies and actions to increase results
What are the main functions in sales management?
Good sales management is done by functions such as a CSO or sales head, in a constant and present way. Whoever it is, the mission is always the same. It is about focusing on the customer’s success and developing actions, strategies and routine that generate value for the customer.
How to do good sales management?
There are many strategies to make good sales management in companies. But 4 stand out.
- Focus on process quality;
- Choice of good indicators;
- Use of technology within processes;
- Systematic analysis of numbers and performance.
Sales management is much more than simply leading your company’s sales force . With the impact of the digital transformation, it has become a bigger task. It is, therefore, everything that encompasses and impacts the customer’s journey with their business. Thus, we can understand that sales management is the mission of managing marketing actions, research, distribution channels and prospecting, pricing, sales itself, after-sales, support and much more. It is this work that organizes the goals and objectives that the company has. This, of course, through strategic planning efficient, being supported with lots of training, resource management and positive and purposeful leadership. Managing, also, involves giving people the ideal conditions so that they can achieve what was proposed. In other words: the manager needs to ensure everyone’s motivation and productivity during the sales routine. But not just managing a routine, with “predictable” activities that are repeated day after day. It’s a strategic mission. That you will need to be active to carry out, for example, a promotion of some product or service that is not selling as planned. Or understand how your customer’s satisfaction is in relation to customer service that’s being done. Realize? Anything that involves any type of contact with your customer is indeed part of sales management. And any of these details, if neglected, can decisively influence you to lose good business and, consequently, relevance.
Some mistakes are quite common in sales management in companies. Which, of course, ends up compromising the expected results with sales. We separated 5 to approach quickly. The intention is for you to be able to identify some of these points in your business. Some topics below will talk better about strategies and tips for more assertive sales management. Which, automatically, will make you correct those issues that are less than ideal in your company today. Check out:
1 – Absence of structured sales process
The sales process is the connecting thread and the one that will ensure that you are able to reach the customer in the right way. If it’s not structured, you’re going to skip steps. And skipping steps will make your customer not trust you. After all, you can either forget to talk to him or “butcher him” with excessive and meaningless contacts. Both are obviously bad. Therefore, a well-structured process, with well-defined sales funnel steps, is something that needs to happen in your company.
2 – Selling without having a standardized speech
Standardization of speech is important. But the distinction between two things needs to be made clear here. One is to have a sales script ready, closed, inflexible and that does not meet the peculiarities of each customer. This doesn’t really make any sense. Even if your customers have similar pain, they are not 100% equal to each other. Another thing is to have a guide on how to sell, with terms and prerequisites to be met. This can be documented in the so-called sales playbook. There will be good practices on how the sale should take place. This document is for the seller. Through him he understands what he needs to say. But not exactly how he should do it. Do you see the difference? The playbook serves as a guide. It is an assurance that, following those guidelines, you will be closer to succeeding in a negotiation. And together with effective sales training, it speeds up knowledge for everyone in the industry. Especially from new members of the commercial area.
3 – Do not set goals or commission
Having well-defined goals and sales commission is crucial. It is, without a doubt, a decisive factor for sales management. Your sales team needs to understand how to work. And how much you need to close monthly sales to achieve the company’s goals. It also gets in the way of evaluating the performance of your salespeople, something important and that needs to be done assertively: It’s important for everyone’s motivation. Which, consequently, will impact customer delivery. Therefore, set personal and collective goals (both realistic, of course) to make your work routine more productive.
4 – Sales management that is not based on numbers
To manage accurately, it’s critical to have clear sales metrics – and be able to track them. Therefore, many companies suffer from several issues:
- not knowing which products or services sell better or worse;
- what type of customer is buying a particular product or service;
- not being able to see how many and which opportunities each seller is working on;
- inability to track conversion rate at each stage of the pipeline;
- not being aware of how many sales were won or lost in any specific period;
- no closure forecast, etc.
These are all numbers. Numbers are indicative of performance. How to make assertive sales management without knowing what is happening?
5 – Absence of feedback
Another important point (and which is directly linked to the absence of numbers) is feedback. First, without it being structured in your company, it will be impossible for your team to know if it is working well or poorly. And then, for you to make a fair performance evaluation and implement improvement, you need to have data that show the reality of your business.
It can only sell more and better and impact and retain customers who always generate value for the consumer. Generating value is, with each contact, adding something different: it can be clarifying doubts, offering an incentive, sharing content, any tips… And this needs to happen from the first moment. So we need to start there with your marketing strategies. Whichever way you choose to attract customers, you need to convey the image of authority in the industry. So, write good content – SEO- optimized – with answers to the questions your business persona asks. Defining the Ideal Customer Profile (ICP), and by taking a peek at the competition, you’ll know what your customer is looking for in response. If you’re at an event, also talk about your customer’s pain. Show how you, didactically, can correct them. But, getting back to content marketing. If you’ve created an infographic that answers some of your customer’s pains – and they downloaded it – it’s time to nurture it . Put it, inside your marketing automation platform, in a nutrition flow. Send a sequence of emails (it doesn’t have to be very long), with increasingly deeper content. The ultimate goal is to get him to show interest in the purchase. Submit your trial formfor him to fill. And then, when that happens, you will do the so-called passing of the baton. This person will leave the hands of your marketing team and will be in charge of pre-sales. You will need to keep generating value for it. So, the SDR will be consultative, will talk about business with him in more depth. The mission is one: to make you curious, ready to buy and so that the seller – the so-called “closer” – can close the deal.
Sales management does not end with the sale
After receiving the “yes” from the customer, you need to keep on relating to them. It is essential to gain loyalty and, more than that, make you a promoter of the brand. So, structure a customer success team well to share best practices along with what they bought. Likewise, make your support team always available. Have clear and intuitive service channels. Don’t forget to have an omnichannel service to make it more agile and need this support. If you do this (of course, adapt to your reality), without a doubt you will be on an efficient path within the sales management of your business.
However, to be able to generate value, structuring is necessary. And with some practical tips, you can have a much more efficient sales management in your business. These “strategies” are vital. They create a work environment focused on what really matters. What? The focus on the customer, of course. Check out what we separated:
Focus on process quality
The sales process. Yeah, he again. But understand: if it is not well structured, you will not be able to manage it efficiently. Above we have already taken some steps on how you can structure it to generate value for your customer. Therefore, here, the focus is on increasing the efficiency and effectiveness of this process. Therefore, you need to manage closely. At what steps in the funnel can you further impact customers? How is the pre-sales qualification call going? Are you able to be consultative, talk business, and deliver a really interesting prospect to the seller? All of this can be corrected with training and close analysis to see if performance has evolved.
Choose good indicators
It is time for sales management to have a more administrative sphere. So, answer: what are the indicators and data to know if the sales performance is bad or good? Common indicators are:
- number of visitors to your website;
- top, middle, and bottom-funnel leads ;
- scheduled schedules;
- sales completed successfully;
- lost sales;
- product output;
- requests to suppliers;
- sales team goals;
- customer satisfaction level;
- number of customers in the portfolio, etc.
Of course, to be able to access these numbers, a lot of organization is needed. And when you manage your sales in the spreadsheet, that’s not always possible.
Use technology to grow
But when you use a CRM system that centralizes all the important information, you get to “change the game”. You have all the important data to manage your business sales. Through it you know your main customer acquisition channels. And that gives marketing insight to work. Know the step-by-step conversion rate of all your funnels. You can hear the call your pre-sales or sales team made to the customer. Is it within the terms of the playbook? It has a closing forecast based on the opportunities opened in the funnel and how much you have been selling monthly. Know from the reports which product or service sells the most, which sells the least, and which types of customers are your best. It makes activities much faster due to integrations and also automatic actions. Soon,
Analyze the numbers and implement changes
All of the above are given. It is rich information and will show you the best way. Then, based on these indicators, sales management will assess the positive and negative points. You will be able to understand how the entire sales force behaves and what can be done to improve. But, of course: it is crucial that the CRM is populated. Everything about sales needs to be in there. Otherwise your numbers will never be accurate. However, when you have centralized information, the mission is much easier. And selling more and better becomes something present in your company.
So, how can we help you?
Enjoy and read two articles that will help you sell more accurately. The first addresses the importance of smart sales planning. The second talks about some negotiation techniques that are important to be applied. Good sales!