White Paper: The New Role That Drives Sales Leader Value
Thee key to differentiating your company in the future will be the competence level of your sales force.
I think that sales leadership might be the toughest job in any company. Like any executives, we have more work to do than time to do it. But, in sales, the stakes are incredibly high. Just like people need oxygen to survive, companies need top-line revenue; without the top line, there can’t be a bottom line. What’s more, in sales there is nowhere to hide: What’s more visible than a leader who isn’t hitting sales numbers?
In this paper I will argue that sales training is a critical job responsibility for every sales leader. I don’t just mean that the leader is responsible for seeing to it that the sales force receives training. I mean that if sales leaders want to be successful, it is now critically important that they, themselves, become skilled sales trainers.
Here is why: It is self-evident that if you want customers to buy from you instead of the competition, you need to distinguish yourself somehow. Yet in every industry, we are seeing the end of meaningful differentiation in products and services.
As sales leaders, we can’t count on marketing, product development, engineering, customer service, or any other company function to create continuous innovations that will position us as different from our competitors. When it comes to the capabilities of our products, our services, and our companies, the best we can expect is to leapfrog the competition from time to time…only to be leapfrogged by them in the near future.
Therefore, the key to differentiating your company in the future will be the competence level of your sales force. Sales leaders must recognize this and drive the necessary transformation.