The Importance of a Sales Team

11 min read


If you're a sales manager or in charge of any organization, you're likely consumed by questions such as: How can we grow? Utilize leverage? Increase revenue? Generate more leads? And, most importantly, increase sales?

Always chase the most effective way to achieve all your sales goals. Although there are many aspects within your organization that will help you move forward and achieve these goals, there is one aspect that stands above the rest: an effective sales team.

Training and then utilizing a sales team is the number one way to drive your business forward through qualifying leads, developing a tight relationship between sales and marketing, and creating a team of sales reps that strive to make sales and your goals a reality.

In this post, we discuss everything there is to know about your sales team.

Bullet Summary

    • Sales teams help increase lead conversion.

    • Business growth is aided by the sales team through building rapport and customer relationships.

    • Customer relationships developed by your sales team are crucial to customer retention.

    • Sales teams allow for super direct marketing campaigns.

    • Your sales force helps to qualify all your leads.

Table of Contents
1. Introduction
2. Are Sales Teams Important?
3. What Is Key for a Great Sales Team?
4. The Benefits and Importance of a Great Sales Team
5. FiveCRM's Take on Things

Are Sales Teams Important?

In short, yes, a sales team is extremely important. If you're at all concerned with growing as a business through leverage and targeted marketing campaigns, then a dedicated sales force is essential.

Your sales team allows you to leverage your sales efforts, find more qualified leads, tailor your marketing toward a specific persona, and ultimately become a driving force to increased revenue. However, your sales team and practices need to be constantly refined to achieve serious growth. Without a committed sales team, this can't happen.

What Is Key for a Great Sales Team?

Having a sales team is not effective in itself. Instead, a sales team needs to be worked on and constantly refined to generate the qualified leads and sales numbers you want. To make this happen, a successful sales team needs to incorporate:

    • Teamwork

    • Prospecting

    • Fantastic communication

    • Dealing with objections

    • A close relationship with marketing

In 2022, sales go far beyond a team of salespeople using every type of technique and sales strategy under the sun to get as many conversions as possible. This means you need a team that's not only great at selling but has a deep understanding of lead qualification and buying journeys.

A great sales team allows you to find qualified leads and direct your marketing to a very specific buyer persona. This is developed from the real-world experience gathered by your team. If there's no sales team, you have no data to refine your marketing/sales process.

The Benefits and Importance of a Sales Team

There are many benefits associated with a great sales team, too many to list for this post in fact. So here are the biggest benefits that showcase the importance of a sales team.

Sales Lead Conversion Rate

A company's sales team is in constant contact with its target audience to build rapport with leads, in the hopes of converting them into customers. Not only does the sales team build a relationship, but it also bridges the gap between the products/services being sold and the potential customer's needs.

For most organizations, the sales team works closely with the marketing team to attract prospects. However, the sales team is responsible for carrying the prospect through the sales pipeline and closing the deal. A small business publication rightly differentiates between marketing and sales by saying, "While it is sometimes difficult to draw the line at where the marketing process ends and the sales efforts begin, the sales effort is the effort that actually collects the money...or the obligation to buy, in the case of a purchase order or financed arrangement. The marketing effort creates favorable conditions for the sale to take place. In a nutshell, the marketer leads the horse to water; the sales team makes it drink."

The best sales teams have an improved chance of converting more leads to customers and thus increasing revenue and the customer base. Managing leads is the most important thing to ensure sales are achieved.

Business Growth

The personal interaction that sales teams have with customers and prospects is a great way to instill trust, confidence, and loyalty. Making current customers happy can lead to customer advocates and customer feedback, which is valued by prospects when making purchasing decisions.

In this digital age, when customers can easily leave comments and reviews on review websites and social media platforms for everyone to see, building strong rapport and real relationships is important. Reviews and feedback from third-party resources are seen as more credible, as they are not direct affiliates of a company. Building a strong rapport with customers is a way to create long-standing relationships that will lead to customers who will recommend the company and, in turn, help grow their business.

In a previous post, we discussed the importance of customer feedback, where we explained how customer feedback can assist in company growth. Customer feedback can support the sales process by helping a prospect make the purchasing decision. This customer feedback can then lead to closing deals more frequently.

Customer Retention

It's important to make a sale, but it's also important to create relationships in order to retain customers. Did you know the success rate of selling to a customer you already have is 60-70%, while the success rate of selling to a new customer is 5-20%?

In many cases, after a period of weeks or months, the customer support department will be handed the responsibility of keeping customers satisfied, thus maintaining the relationship.

More often than not, customers don't report an unhappy experience with a company and just simply switch to a competitor. SEO expert and marketer Neil Patel claims that "71% of consumers have ended their relationship with a company due to poor customer service." On the other hand, customers who are loyal to the brand tend to refer friends or clients via word of mouth, which can lead to an increase in the brand's awareness and reputation.

Did you know that increasing customer retention by just 5% boosts profits by 25% to 95%? Therefore, customer retention is key to business growth as maintaining customers is cheaper than acquiring new ones, and can also contribute to the profit of a business.

Companies should not underestimate the importance of their sales team and the vital role they play in an organization's growth. Sales teams not only increase revenue but also have a strong impact on brand reputation, long-term customer relationships, retention of customers, and overall business growth.

Direct Marketing

Developing and nurturing a close relationship between your sales team and marketing team is another huge reason to harness your sales team. The data collected by your sales team will allow your marketing teams to develop campaigns based on a persona that is well... REAL.

This tight relationship between your sales and marketing teams is invaluable. Did you know that only 8% of B2B companies have tightly aligned sales and marketing departments? By refining yours, you separate yourself from the competition.

Qualified Leads

Finding those customers who are "highly interested" in your product/service is the holy grail of lead qualifying, and in fact, the sales cycle is the single most important factor in making sales. If you're trying to sell to leads who aren't qualified/are at the wrong stage in the customer buying journey, you're wasting your time.

The metrics your sales team gathers allow you to find more qualified leads. The more sales you make, the more it allows you to see the exact demographic and buying stage. This then leads to more sales and higher revenue, of which a percentage can be directed to marketing (campaigns tailored to constantly developing super-specific buyer's persona), which then leads to even more sales.

Buyer Personas

Creating that ideal customer character is a sure-fire way to create a steady flow of qualified leads, and identifying this can be facilitated by your sales team. All that time out there speaking to real people can be recorded and used to create a buying persona that is specific down to the last detail.

The stronger your team is, the more information you get regarding specific demographics and potential buyers' hopes, fears, and dreams, and the more easily you can create a buying persona. This persona can be used by your marketing team to create campaigns that really resonate with your customers, creating an amazing customer experience and increasing the likelihood of future conversions.

FiveCRM's Take on Things

While the importance of sales itself is evident, it should now also be clear how beneficial a sales team is. A team of highly driven sales professionals is crucial for you and any business that cares about its growth and revenue increase.

To summarize, here are the main reasons a sales team is so important:

    • Lead conversion rates

    • Business growth

    • Customer retention

    • Direct marketing

    • Qualified leads

    • Buyer personas

As the only CRM tailored specifically for telemarketing, FiveCRM has been developed for over 30 years to ensure your teams and powered to work effectively and efficiently.

Book a demo today to find out how FiveCRM can boost your outbound efforts.

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