Build a Sales Culture and Produce Amazing Results for your Agency

04 Aug Build a Sales Culture and Produce Amazing Results for your Agency

If you are an agency owner or sales manager, you have probably read somewhere about the importance of your agency’s culture… And if you have read any successful CEOs bio you can see they all buy into it…

“I came to see in my time at IBM, that culture isn’t just one aspect of the game – it is the game.” Louis Gerstner, Former CEO IBM

So what exactly is a Sales Culture and Why should you care so much about it?

Well, the Gallup researchers define it as “the attitudes that employees have about the environment in which they work.”

But it really is so much more… In fact, your sales force is built on the capabilities of your leadership and plays a key role in influencing the performance of Producers. Strengthening your sales culture IS the number one way to increase revenue.

When Producers feel positive about the organization, they are considered “engaged”, have more confidence, and tend to sell more than their less engaged counterparts. The strength of your sales culture can be measured by the confidence level of your Producers.

The more confident your Producers are, the more wealth you generate for both you and your Producers.

How can you build a Sales Culture?

1. Hire the right people.

This is absolutely critical. If you don’t bring on passionate and capable Producers, you’re planting the seeds of your own destruction. Poor performers can kill morale. Assessment tools, such as CraftMetrics, allow you to hire the right fit. Trust me, you want to do this on the front end, the wrong hire will cause you sleepless nights, lots of time and money wasted, and possibly jeopardize your current culture. You don’t want to bring on someone who is merely “functional” you want a Sales Rock Star!

2. Creating Producer Confidence through Training.

Truly great Producers have an interest in continuously improving and becoming the best. By providing quality training, you motivate great people to come and stay with your Agency. You also create a consistent pipeline of talent and ensure quality across the board.

3. Run Great Sales Meetings.

Sales meetings tend to be the Spreadsheet Liar’s Club where Producers can show the minimum effort. Don’t let this happen! Your War Room should be a place where you prepare your team to go out and WIN… to do that you must develop a sales meeting strategy that build Producer skills and boost their confidence.

Let’s get back to Why you should care about building a Sales Culture within your agency…

Remember: You could have a great product, awesome customer service, fantastic support and solid marketing, but if your sales warriors are not dominating, it’s most likely because you haven’t built a solid sales culture.

If you want to see positive long-term growth for your Producers, you simply cannot ignore the sales culture and building confidence.

If you need a good resource to help you and your producers start building a sales culture that will create wealth for both of you check out my new book Agency Growth Machine…

“After our engagement began with the iWin Agency Growth System, we started the process of changing some of the things we did at the agency. We did a lot of sales training with our producers; we trained them to win, not just quote. We changed our sales meeting format away from the “spreadsheet liars’ club meetings” we were accustomed to, to a much more succinct and powerful process called CRISP sales meetings. That opened the door for us to institute minimum account sizes, and establish minimum sales goals that needed to be attained annually.”

The purpose of my new book, Agency Growth Machine, is to help you develop a sales culture and grow your agency.

1. Someone has to lose for you to win: If you can’t get the incumbent fired, you can’t get hired.
2. There is a way to determine if a producer will make it before you hire them. You can’t rely on traditional hiring methods: It takes an evidenced-based interview system.
3. To grow an agency, you must create a Sales Culture. It starts at the top and trickles down.

Do you have what it takes to pull this off? Agency Growth Machine gives you a proven method for extraordinary growth.