The four S's of superior sales performance

There is a world of difference between starting a company and building a successful business. The “idea” part of a company is just one part of a complex puzzle. Below we examine the four pillars that help every business translate sales into growth: strategy, structure, staff and skills.
 
Strategy
For a company's sales force to sell successfully, it must have a compelling message that resonates with a specific, targeted group of people or companies. Take the time to have a clear vision of who derives the most benefit from what your company sells, or what problems they have that your company can solve.

Too often we work with clients who tell me they are in a mature market with lots of competition and that their company is really no different than the others. It is true that there are multiple insurance agencies, and technology firms, and yes even HVAC contractors. But what caused you to choose your HVAC contractor?

Every company has some differentiator. The leader of a company should be able to passionately share what makes his or her company special and unique. Your sales people are one of your best resources to go figure that out, if you haven't already. They can ask your best clients: “Why did you choose us?”