What is Sales Culture? (my version anyways)

Misunderstanding is one of the biggest causes of non-delivery of expectations around sales targets.

Much more to unpack around that topic but this post seeks to communicate and align my definition Sales Culture is.

If you the reader and I the author don’t align on this definition early then we immediately drop the “usefulness” level.

Cracking into it:?

Sales culture is an essential aspect of a thriving business, it's the company's heartbeat, the ethos that guides every interaction with a customer, and the foundation upon which successful sales strategies are built.?

I view “every interaction” meaning from the pre-sales process through to the “un-sale” when a customer stops using/paying for (a clear distinction there) your product or service.

Onward:

In its simplest form, a sales culture is the collective behaviour, values, and attitudes of a company's sales organisation. It encompasses how salespeople approach their work, how they interact with customers and each other, and how they contribute to the company's overall goals.

I think that goes much further than salespeople depending on the type of organisation but much more on that later…

A robust sales culture is customer-centric. It centres on understanding customer needs and providing solutions, not just pushing products. It encourages empathy, active listening, and relationship-building.?

Personally, this element resonates most with me:

A great sales culture cultivates a growth mindset, promoting continuous learning and personal development. It celebrates success but also values failure as a learning opportunity. It is collaborative, not cutthroat, with everyone in the organisation pulling together to meet shared goals for potential and existing customers.

This is, in my lived experience, one of the most regular issues around Sales Culture and performance. Predominantly because it is misunderstood and applied for too long to tolerate poor performance and lack of improvement. In the startup context, this will often literally end a company.

Expanding from the word to the key elements which I will unpack individually over time:

Customer-centric Approach

Many organisations still follow an aggressive, product-centric approach, where the focus is on making a sale rather than addressing customer needs. This not only discourages potential customers but also limits long-term growth.

Supportive Environment

A high-pressure, results-only focus can lead to a toxic culture. In such environments, salespeople often feel undervalued and stressed, which can negatively impact their performance. Supportive environments that promote teamwork, provide constructive feedback, and recognise effort, not just results, are often missing.

Training and Development

Many organisations neglect the importance of continuous learning in sales. They miss providing their sales team with regular training, skill development opportunities, and resources to stay updated on industry trends and customer behaviour patterns.

Clear Communication

Many companies lack transparent communication channels between the sales team, management and the Board. Salespeople should have clarity about their roles, responsibilities, targets, and the company’s broader goals and expectations.?

Effective Recognition and Reward Systems

Many firms overlook the power of recognition and rewards as motivators. A good sales culture celebrates achievements, big and small, and recognises the hard work that the sales team and the whole organisation put into reaching their goals.

In summary…

To maximise usefulness we all need to understand the definition I’m applying to Sales Culture.

Now that we are on the same page I’m looking forward to your feedback and pushing on with more content and perspective from lived experience of driving effective Sales Strategy and Culture.

Noho ora mai

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