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When Do I Need a Dedicated Sales Person or Crew?

By: Joshua Unseth-- 2010-08-16 5:00 am --

There isn't a single part of American commerce that doesn't have its inception at some point with a sale. Despite this, the function of sales and sales management is probably one of the most neglected aspects of a business. This is hard to understand for two reasons, first, because sales is the literal public personality of a business, and second, because sales is the driving force behind any growing business.

When a business is small, it's usually not hard to for the CEO or President of a firm to be the lead (or only) salesperson. After all, he or she is often the one most intimately familiar with the business or product. And for a small startup, that person may even be the only person employed by the firm, making their sales efforts indispensable to success.

As a business grows, however, this personal approach to sales can become impossible, making a sales person or an entire sales force a necessity. Unfortunately, many entrepreneurs and managers have little if any experience in a personal selling or sales management role to address this. As a result, they tend not to consider it too carefully when making their marketing plans.

Sales is considered by many to be the "sharp edge" of the business process, and for good reason. Not only is it necessary for the creation of revenue, but it is also one of the largest investments made by a business. A single salesperson or a team of salespersons that have little idea of which products or which groups of customers to concentrate on, have too little knowledge of competitive activity, do not present the business well, or don't close sales, don't pay, they cost. Even worse, a situation like this means they are not managed well.

A recent survey on the effectiveness of sales representatives showed that an average of two visits for a salesperson was needed before a sales decision, whether positive or negative, was made by a client. This truth shows how important those communications are, and how much good salespersons can be to the future of a company.

If your company is not gaining the sales revenue you expect, it might be time to not only look at your overall marketing plan, but to look closely at the attention paid to visits by each salesperson to maximize their effectiveness. After determining whether a salesperson is effective or not, a decision can be made as to whether a larger sales team is justified.