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Top tips for building an effective sales team

Every business needs a vision and values with a strategy and goals. It’s your road map for success.

It’s vital that you communicate your vision to the sales team, so that they can understand what you are doing and why and help you to achieve your goals. 

Sharing your strategy with the sales team makes them feel more involved in the running of the business and helps to motivate them. 

Recently I worked with a menswear shop where the owner was having enormous problems motivating his sales team. I talked to the sales staff, who told me ‘It’s him and us: he sits in the office out the back with his computer and we don’t know what’s going on. We don’t even know if we’ll have jobs this time next week’.  I explained this to the owner and we organised a meeting where he talked the sales team through his strategy and explained to them what he was trying to do. He was also asked to work on it weekly with the team. After 2 months, things had improved enormously. Staff motivation had changed dramatically and total sales per staff and conversion rates had increased - his sales figures were starting to look healthier.

True, sharing your strategy with your team isn’t the only way to motivate them, but it’s a good start. We’ll be looking at other training and motivation issues in future articles. In the meantime, focus not only on communicating your strategy to your sales team, but make sure that you keep reminding them about it.

Whether your strategy is to get customers to trade up to a better quality brand or to persuade them to try something different, it will only happen if the sales team understand and support what you are trying to do.

Joanna Ransome, Global Fashion Management

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