What is a sales team and how to build it to boost business

A sales team is a group of professionals who are responsible for selling a company’s products or services to potential customers. The sales team is responsible for generating revenue, building customer loyalty and increasing the company’s market share.

An effective sales team must have a clear strategy, defined objectives, appropriate tools and good coordination among its members. In addition, it must be made up of people with the skills, motivation and attitude necessary to do their job successfully.

In this post, we will explain what a sales team is, what its functions are, what types exist and how you can form one to boost your business. Read on and find out how to improve the performance of your sales team.

What is a sales team and what functions does it have?

A sales team is a group of people who work together to sell a company’s products or services to potential customers. The sales team is responsible for performing the following functions:

• Prospecting the market and looking for business opportunities.
• Contact potential customers and establish a relationship of trust.
• Identify customer needs and problems and offer appropriate solutions.
• Present and demonstrate the benefits and features of products or services.
• Negotiate the terms and price of the sale.
• Close the sale and obtain the order.
• Follow-up and after-sales of customers.
• Resolving customer queries, complaints and claims.
• Collect information and feedback from customers and the market.
• Report results and sales activities to management.

The sales team must be aligned with the company’s strategy, culture and values, as well as with customer expectations and preferences. It must also work in coordination with other departments in the company, such as marketing, production, logistics and customer service.

What types of sales teams exist

There are different types of sales teams depending on the size, structure, organisation and way of working of the company. Some of the most common types are:

• Internal sales team: this is the team that makes the sale from the company’s office or premises, without travelling to the customer’s site. They usually use the telephone, email or social networks as means of communication. This type of sales team is suitable for low-cost products or services that are easy to explain and quick to buy.
• External sales team: this is the one that makes the sale by visiting the customer at their home, company or place of interest. They usually use personal contact, presentations or demonstrations as means of communication. This type of sales team is suitable for products or services that are expensive, complex to explain and slow to buy.
• Mixed sales team: this is the one that combines the advantages of the internal and external sales team, adapting to the characteristics and needs of each customer. It usually uses a combination of communication media, such as telephone, email, social networks, personal contact, presentations or demonstrations. This type of sales team is suitable for products or services of medium cost, moderate explanation and variable purchase.
• Territory sales team: this is organised according to the geographical area in which it operates. Each member of the team is responsible for serving customers in a specific area, avoiding competition and duplication of effort. This type of sales team is suitable for companies with a wide geographical coverage and homogeneous products or services.
• Sales team by product: this is organised according to the type of product or service it sells. Each member of the team specialises in a specific product or service, knowing its characteristics, benefits and sales arguments. This type of sales team is suitable for companies with a wide variety of products or services and with customers with specific needs.
• Customer-based sales team: a sales team is organised according to the type of customer it is targeting. Each member of the team focuses on a market segment, a sector of activity or a customer profile, adapting its offer, its discourse and its strategy to its particularities. This type of sales team is suitable for companies with a wide diversity of customers and customised products or services.

How to build an effective sales team

Building an effective sales team is no easy task, as it requires proper planning, selection, training, motivation and evaluation. Here are some tips on how to build a sales team that will drive your business forward:

• Define your sales strategy and objectives: before building your sales team, be clear about what you want to sell, who you want to sell to, how you want to sell and how much you want to sell. Establish a sales strategy that fits your value proposition, your target market and your competitive advantage. Also, define sales objectives that are specific, measurable, achievable, relevant and time-bound.
• Select the right people: the success of your sales team depends to a large extent on the people who make it up. Therefore, you should choose professionals with the necessary skills, experience, attitude and motivation to do their job. Look for people who have commercial, communication, negotiation, persuasion, listening, empathy, problem-solving, organisational and teamwork skills.
• Train your sales team: once you have selected your sales team, you must provide them with the appropriate training so that they can perform their job effectively. Give courses on the products or services you sell, on sales techniques, on the handling of work tools, on knowledge of the market and the competition, and on customer service.
• Motivate your sales team: Motivation is a key factor for the performance of your sales team. Therefore, you should create a positive work environment, recognise achievements, incentivise results, encourage feedback, facilitate professional development and resolve conflicts. This will make your sales team feel valued, engaged and satisfied with their work.
• Evaluate your sales team: to know if your sales team is meeting the established objectives and strategy, you must measure and analyse their results and activities. Use performance indicators, such as the number of sales, sales value, sales margin, sales cycle, conversion rate, customer satisfaction, number of contacts, contact time, etc. You will then be able to identify the strengths, weaknesses, opportunities and threats of your sales team and take the necessary corrective actions.

Sales are a fundamental activity for the growth and profitability of a company. Therefore, it is important to have a sales team that knows how to attract, convince and retain potential customers.

By following these tips, you can create a sales team that drives your business and helps you achieve success.