Establishing and Implementing a Successful Sales Culture

Establishing and Implementing a Successful Sales Culture

Establishing and Implementing a Successful Sales Culture

A successful sales culture contributes to the success of your business. A sales culture contributes to the connection between employees and between employees and customers. Shared norms and values, as well as goals and priorities, make work more effective. But what is the definition of a sales culture? What types of sales cultures are there? And how can you implement a successful sales culture in your company? We explain everything about sales culture here and give you tips on how to get started.


Company core values

What is a sales culture?

Before you can start creating a sales culture yourself, you need to understand what such a sales culture actually entails. In short, a sales culture is a shared vision that improves the commercial performance within a company. These norms and values are shared within the company but are also communicated externally. The sales culture says a lot about how you operate as a company and how you want to relate to your customers.

The sales culture is part of the overall company culture. A specific sales culture involves certain behaviors and attitudes. The way you communicate as a team, but also the customer journey that your customers go through, are influenced by the sales culture. The company's core values often form the basis of the sales culture.

Which sales culture suits your company depends on many factors. We provide you with examples of different types of sales cultures so that you get an impression of what it could involve.

A customer-oriented culture

Many companies consider it essential to work in a customer-oriented manner. A customer-oriented sales culture is therefore very popular. In a customer-oriented culture, the customer is at the center. The well-known phrase 'The customer is king' comes from a customer-oriented sales culture. Good customer service, going that extra mile for the customer, and listening carefully to the customer's wishes are all part of the customer-oriented sales culture. Hard selling takes a bit of a back seat in this culture, but by making the customer feel important, you can often achieve a lot.

Company core values

Proactive sales culture

A proactive sales culture is a culture in which sales employees take a very active role in the sales process. They regularly contact the (potential) customer, even unsolicited, and provide them with tips and tricks about certain products. In a proactive sales culture, you don't wait for the customer to come with a question, but you actually want to anticipate that question. Proactive action is central in this culture. This way, you take care of the customer. In the proactive sales culture, you communicate that you are an authority in your industry and do not let opportunities pass by.

Winners culture

Everyone wants to be the best. That's what a winners culture as a sales culture plays into. In a winners culture, you challenge each other to go one step further. This can manifest itself in various ways. The best quality, the highest sales figures, or the best customer rating are all things in which you can be the best. In a winners culture, you communicate that you are the best and that your customers can always expect the best from you. This is also how you present yourself to the outside world.

Entrepreneurial culture

An entrepreneurial culture can also prevail in a company. In such an entrepreneurial culture, innovation, initiative, and creativity are often highly valued. These are values that you communicate to the outside world. Customers can expect innovative and creative solutions from you. In addition, different employees often work very independently, but there is also a sense of teamwork.

Tips for establishing a sales culture

Every company has a unique sales culture. The norms and values that are central to the company culture vary from company to company. Such a sales culture can arise spontaneously, but it is much more effective to consciously establish such a culture based on a strategy. We provide you with some tips so that you can also get started with establishing a strong sales culture.

What do you want to convey to the outside world?

The sales culture within an organization has a significant impact on how you present yourselves to the outside world. Therefore, when establishing a sales culture, it is important to consider how you want to present yourselves to the outside world. Which norms and values do you want to show to the outside world? These should be central to the sales culture.

What goal do you want to achieve?

Implementing a new sales culture works better if everyone understands why this is necessary. By setting goals that need to be achieved, you also give direction to the new culture. For example, do you want to improve customer ratings? Do you want to attract more new customers? Or is the profit mainly in selling more to existing customers? Set achievable goals, but don't make it too easy.

Analyze the current culture

Before you can start establishing the new sales culture, it can be very informative to analyze the current sales culture. What does that culture look like, and what does it bring and not bring? Which aspects of the current culture do you want to maintain, and which aspects need improvement? Dare to be critical in this regard. It also works well to get input from your sales team for this analysis. After all, they know best how things work in practice and can provide you with valuable insights.

Refer to the mission, vision, and core values of your company

It is likely that your company has established a mission, vision, and core values. These form the basis of the company culture and largely determine how you present yourselves to the outside world. These mission, vision, and core values are therefore an important basis for establishing a sales culture.

Assistance in establishing a sales culture

Having a strong sales culture can greatly benefit your business. It strengthens the bonds within the team and also strengthens the relationship with customers. In addition, a sales culture helps to position the company in the market. If everyone conveys the same norms and values, this creates a strong and uniform image. This inspires confidence and strengthens the position of the company.

Sometimes it can be quite challenging to start establishing and implementing a new sales culture on your own. Getting a clear picture of the current culture is often the first stumbling block. Formulating new goals and norms and values can also be challenging. And we haven't even talked about the actual implementation of the newly established culture.

If you find that this is also the case in your organization, then enlisting the help of an expert may be a good idea. The experts at Sales Improvement Group know everything about company and sales cultures and are happy to help you find the culture that suits your organization. Whether it's a winners culture, a customer-oriented culture, or a completely different sales culture, together we'll find the sales culture that will help your company grow.