There is no magic formula to create a high performing sales organisation. It is the integration of a number of factors what leads to sustained high performance. The five factors that research has shown have the highest correlation with sales performance are the following:
- A HIGH LEVEL OF CITIZENSHIP BEHAVIOUR.
Engaged sellers tend to find support from both colleagues and customers, thus becoming more effective.
- COGNITIVE ABILITY
This allows sales representatives to conceptualize and link their products and services to the context of the customer and the customer’s strategic agenda
- ROLE CLARITY
As we are and knowledge-intensive economy with a high degree of uncertainty, clear understanding of the expectations of the role will help sales people focus on the things that matter.
Or capacity to utilise both tacit and explicit knowledge, to match the selling strategy to the customer’s buying strategy and requirements in a flexible and evolving way
- SELLING RELATED INSIGHTS
In particular KNOWLEDGE of both products and customers, in particular the DECISION MAKING UNIT, to be able to “co-create” solutions for customers.
Our work in this area is critical to achieving successful sales leadership program for individuals and organisations looking to achieve higher levels of strategic leadership. For the past twenty years, Cranfield has pioneered the development of Sales and Key Account Management research in Europe through the KAM and Strategic Sales Best Practice Research Club. Working with world leading businesses to adopt new frameworks to fully leverage sales strategies. This new frontier knowledge is continually integrated into our Sales Directors' Programme.
Blog produced by: Dr Javier Marcos, Programme Director of the Sales Directors’ Programme, Cranfield School of Management.
- Sales Leadership Paradoxes