For many companies, sales development
is the process of getting more sales and, on the surface, this
is correct. However, sales development is really much more than
that. If a company only wants to increase sales, they can do
things such as offering steep discounts, shorter delivery times
and increased customer support. The problem with each of these
is that they all involve the loss of profit.
In reality, sales development should be a lifestyle for a
company. A company that actively practices sales development is
going to be engaged in activities at every level which are all
designed to increase sales. It encompasses everything from
research and development to marketing and sales.
From a sales perspective, sales development is a formalization
of how the team reaches their customers with their products or
services. It is all about ensuring that the method used to reach
new prospects is cost-efficient and effective in terms of
producing the right type of long-term customers. During the
sales call itself, sales development includes how well the
marketing materials being used by the sales team support the
questions they’re asking and the benefits the customer is
identifying. Finally, it is all about how the company interacts
with the customer during the buying process and everyday
thereafter.
It’s imperative to remember that sales development extends into
all departments of a business. Not only is it the cornerstone of
what sales does, but it is also the foundation of any company.
In order for any corporation to implement sales development
effectively, they have to be very clear about their mission
statement and their “go-to-market” sales strategy. In addition,
they have to have the perseverance and strength to do the things
necessary to close the sale.
Finally, if a company believes their sales development strategy
is solid because of work they did five years ago, they are
setting themselves up for failure. There is not a market out
there that has not gone through significant change in recent
years and that is a key reason why a sales development plan must
be continually reviewed and upgraded. Although the document may
be continuously evolving, the measuring and benchmarking process
should still be regularly implemented.
Mark Hunter, “The
Sales Hunter”, is a motivational sales speaker and industry
expert who addresses thousands each year on how to increase
their sales profitability.
For more information on his sales training or to receive
a free weekly sales tip via email, contact “The Sales Hunter” at
www.TheSalesHunter.com.
Reprinting of this
article is welcomed as long as the following is included:
Mark Hunter, "The Sales Hunter",
www.TheSalesHunter.com,
© 2007
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