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Building a Loyal Sales Team


A loyal sales team is required if you want to realize sustained success with the least amount of effort. To build a loyal sales team you might need to redefine how you view them. Be honest with me. When you think of your salespeople, do you think of them as a customer? Let’s say you do. Do you treat them like your favorite or least favorite customer? Viewing employees as customers has been fashionable for quite some time, but do you believe it’s true, and if you do, does your attitude and actions back up your claim?

Customers get the benefit of the doubt, are granted extra patience, and they are appreciated. We’ll say, “Thank you for your business”, each time we see them, which helps build loyalty. Do you regularly acknowledge your salespeople and thank them for their effort and results? Is your team afforded the benefit of the doubt or do you focus on what you doubt about them?

LISTEN: Giving The Benefit of The Doubt Builds Loyalty

Customers do have responsibilities. They’re responsible for paying their bills on time, providing accurate information and displaying general business courtesy. Your salespeople have responsibilities as well. The bill they owe is their effort and results. Accurate information comes in the form of completed paperwork and data entry. Business courtesy is a must.

Over the last 12 years, I’ve witnessed the difficulty many owners have with treating their salespeople like customers and consequentially have a team lacking loyalty. Holding the team responsible for what they owe seems more natural than providing appreciation, grace, and support for what they do and what they produce. It’s easy to understand what your customer expectations are, but what about your salespeople? Do you know what they expect or need from you?  You should ask them, but give them time to think about it. In a healthy customer-supplier relationship each party knows what is expected.

When your salespeople experience being your best customer, they will go the extra mile and enjoy coming to work each day. Because it’s not just where they work anymore, it’s one of their favorite places to commit their time and energy. Your redefined customer perspective and interactions will be contributing to having a loyal sales team.

Rene is the President of Sales Manager Now, a company that provides fractional sales management services to small and family-run businesses. He has twenty-seven years of experience in sales leadership, coaching, and consulting. He is also the author of the Part-Time Sales Management handbook and is based in Auburn, California.

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