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 that 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.
ABOUT THE SALES HUNTER
Mark Hunter, “the Sales Hunter,” helps individuals and companies identify better prospects, close more sales, and profitably build more long-term customer relationships.Mark Hunter spent more than 18 years working in the sales and marketing divisions http://portageparkdistrict.org of three Fortune 100 companies. During his… more