I often talk about the importance of developing a sales system that is consistent, scalable, and continually improved.
But I haven’t really addressed the question of what happens when it’s NOT sustainable. The cost of not being sustainable is high, and, unfortunately, the vast majority of sales systems are not.
A sustainable sales system is one that is consistent, scalable, and can be continually improved. It does not rely on a few superstar salespeople or a few superhero moments throughout the year. It doesn’t falter when something in the marketplace changes, and it doesn’t crumble when you add more salespeople.
A sustainable sales system is grounded in a clear sales strategy based on value differentiation and deep understanding of your Ideal Customer Profile. It is made consistently executable through clear processes that are flexible and dynamic. These processes are reinforced by the platforms and workflows your sales teams use every day.
A sustainable sales system is consistent, scalable, and can be continually improved.
It is supported by consistent and effective sales training and coaching. And it provides for a proactive feedback loop that makes it easy for you to adjust and maneuver through a changing competitive landscape. This requires analytics that enable strategic and tactical insights, as well as systems that are flexible and easy to upgrade and roll out across your organization as processes change.
The benefits of a sustainable sales system are detailed extensively elsewhere. But now let’s talk about what it’s costing you to NOT have a sustainable sales system.
When your sales system isn’t sustainable, it costs your company on many fronts. Here are a few of them.
These costs are only scratching the surface of everything it costs to have an unsustainable sales system. I’m sure you could think of more to add to the list.
When viewed through this lens, it makes it easier to justify investing in building and maintaining more sustainable sales systems. Our partners can help you get on the right track.
George is the founder & CEO of Membrain, the Sales Enablement CRM that makes it easy to execute your sales strategy. A life-long entrepreneur with 20 years of experience in the software space and a passion for sales and marketing. With the life motto "Don't settle for mainstream", he is always looking for new ways to achieve improved business results using innovative software, skills, and processes. George is also the author of the book Stop Killing Deals and the host of the Stop Killing Deals webinar and podcast series.
Find out more about George Brontén on LinkedIn