A company’s success relies on the satisfactory delivery of what is promised to their clients and customers, this cannot be achieved without it being a fully sales oriented organisation. We all know that in any market, good or bad, there are sales opportunities to be made by all businesses. The important point that needs to be understood is that no matter what economic environment you are in unless you have an effective sales orientated organisation opportunities will be missed. Sales are the lifeblood of any business and success will only come if the whole organisation is in tune with its market. True sales orientated organisations  have a sales focus, from reception through to stores, with all staff understanding on some level the importance of selling their goods and services.

The reasons to have an overall sales focus becomes apparent when;

Your sales are slow.

Your competition has become more active.

Your market share is slipping.

You need more sales and cash flow.

In all organisations there are some things being done well and others that need attention. This can only be discovered by reviewing all those areas of the business that affect the sales performance. By conducting a systematic review activity programs can be introduced to achieve the results required and to combat those points raised above. A thorough review should not just cover the specific sales areas but be of the total business as they are all interdependent.

The required areas for review are;

Existing clients and customers. Where and who is your business coming from?

Prospecting and marketing. Is your activity in this area getting the results?

Sales staff, external and internal. Are they equipped to achieve the sales needed?

Staff, in all areas and departments. Do they have a sales focus?

Training needs. Identify strengths and weaknesses, build for the future.

Survival for any business is dependent on selling their goods or services to maintain cash-flow and pay their way. It is vital to understand the organisations that will survive in any market are the ones who have taken the steps to build a business where all the stakeholders and staff appreciate the sales environment. They are focused on the common objective and know that nothing happens unless they sell their products and services. The marketing effort requires the same level of attention as does supply, production, accounts, servicing and financing. By conducting a total review of those areas above that support sales, gives focus and puts the process on the commercial level it deserves.

Without being serious and committed to this part of the business sales will suffer and it will be the difference between mere survival and prosperity.