The result of a good business is not within a company but in each client satisfied with the product and / or service they receive. What many entrepreneurs do not know is that this commercial area is included in the sales force of a company.

Thus, it is necessary that all managers know this concept, its typology, functions and how to manage it. If you are not very clear what role the sales force plays in your business, no matter how small your business may be, do not worry because here we will explain everything you need to know.

To begin, we must clarify that a sales force is about all the human, material and technological resources that you use to market your products and services. What integrates a sales force is in contact with the competitive environment, both internal and external, of the company.

The sales force and marketing

It is inevitable to link both concepts, since the sales force is integrated to the concept and redania's most wanted . For example, in terms of distribution channels , the sales force represents the direct channel between the company and the final consumer. Regarding promotion, sales teams are key to communicate and promote the company and its products.

At the marketing level, the sales force is one of the crucial elements because it is where the seller has a direct relationship with the customer . This allows him to know not only his preferences but also his needs and works as a point of reference for the client, who will relate the image of the company with that of the seller.

This is why the sales force must occupy a priority place within any company, since it is naturally related to the market. She is also in charge of obtaining the greatest possible profit margin for the company.

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More than a team of vendors

Your company is represented by the verbal and non-verbal message that your salespeople transmit, including gestures and attitudes. Rest assured that a professional sales team will help you achieve great things, otherwise you will lose many benefits.

Among the main functions of a sales force we can highlight:

• Provide consumers with information, advice and help.
• Transfer complaints, suggestions and concerns from customers to the board.
• Prepare the strategic sales plan as well as the policies and guidelines to follow to negotiate with customers.
• Promote meetings with consumers to build relationships of trust that improve the acquisition and loyalty of the target audience.
• Collect as much information as possible about consumer opinion of the product or service and the company , as well as possible market opportunities or threats.
• Evaluate the commercialization process and monitor it to obtain conclusions about the work and optimize it.

The true essence of your company and its ability to solve customer problems and needs will be reflected in a quick and insightful sales force to deal with critical points and act.

It doesn't matter how impeccable your company's organization is if your sales force is uncoordinated. We can see this when we receive phone calls from sellers who do not know exactly what they are selling and only sound desperate to "close" a sale. Have you ever bought from these types of sellers? Probably not.

You must identify if in these cases it is one more prospect that was not trapped with your product or service, or if it is some communicational mistake within your sales force. This huge difference can then trigger functional failures or tumors that are going to expand far beyond that particular sale that failed.

 How should I target my sales force?

To start, a good executive management must focus on advising, studying their potential clients, detecting needs and addressing them with real solutions . The sales force not only represents the company to consumers, but also acts as a spokesperson for customers before the company.

If you think of a sales force as a massive group of salespeople but don't focus on training them, there will be a lot of internal weakness and flaws to fix that can lead to severe damage to your brand reputation.

Also think that you will bear invisible costs that you could avoid in terms of time and money lost by selecting and training employees who will leave in a few weeks . Although at first glance it does not seem to be so serious, the cost of putting your sales force in the hands of someone who cares little is very high and it is paid by far. 

An excellent idea to structure your sales force is to think of the following categories:

• By territory: each commercial is in charge of a geographical area.
• By product: each individual specializes in selling a specific product and is usually applied when the company has a wide catalog of products.
• By client: commercials are assigned a specific client to provide personalized treatment

To achieve good communication between all team members, there must be centralized information about clients. Tasks become easier when you have technology tools that complement your sales force.

A CRM software (Customer Relationship Management) is one of the central support of a sales force in the business landscape of today. It allows you to know your customers in detail by centralizing and organizing all the data regarding their behavior and the sale itself.

You will be able to identify where in the process your prospect abandoned the purchase and thus know if it was due to a failure of the company, product or your sales team. Give your business sales force the importance it deserves.