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What Are Your Sales Values?

  • by Elay Cohen
  • February 4, 2013

What Are Your Sales Values?

While writing my book #winningsalesteams (working title), I reflected a lot about the years of amazing growth and success at Salesforce.com. Besides the great teams, the great culture, the explosive industry, an amazing set of products and a game changing platform, somthing else stood out as a key success factor.

I realized the power of codifying and sharing winning sales values for the Salesforce.com sales teams and partners around the world.

A winning sales team is made up sellers including account executives, technical sales folks, sales leadership, partners, product managers and other supporting staff who all speak the same language, have the same set of sales values and are aligned with their top executives and the CEO.  The result is that when product management or support or engineering needs to engage with a customer or prospect there is an understanding of the role they should play at that moment at that customer.  It’s a common sales language.

Companies like Apple and Hilton have their sales values documented, branded and shared broadly across their sales organizations. They turn a key word (like their company name) into an acronym that helps guide sales people to understand and follow best practice sales behaviors.  Apple’s sales values are called APPLE and Hilton’s is called HILTON.  Each letter in the acronym stands for something. You can read the article from the Wall Street Journal, June 2011 titled: “Secrets from Apple’s Genius Bar” to learn more about Apple’s retail sales values.

There are many presentations from Dreamforce that anchor the Salesforce.com playbook and sales successes in a formula called:  “The SUCCESS Formula.”  The word SUCCESS turned into an acronym where every letter stands for something in the sales process.

Here are a few public video presentations from November 2012 you can watch to get the detail on how the Salesforce.com teams inluding sales operations, sales productivity, sales managers and sales people themselves, bring the SUCCESS formula to life:

  1. The Salesforce.com Sales Playbook
  2. How Salesforce Drives Sales Productivity

(There are many more presentations like these that you can find in the Dreamforce archives on Youtube.)

The impact of the SUCCESS formula on sales alignment, sales person productivity, customer success and revenue growth is shared in these video presentations too.

A winning sales team is always aligned
by the same end goal of focusing on customer value and customer success.  A winning sales team is beating the same
drum.  Regardless of the size of company,
whether you are a ten-person business or a three hundred thousand-person
enterprise, the benefits of a fully aligned sales force (including partners)
are huge.  The key to this powerful alignment
is to have clear messages that are repeated over and over and reinformed with technology.

As I talk to companies around the world, it is very apparent to me that this very important step in the process of driving a sales transformation is overlooked.  Every successful company has a sales mantra/sales values that map to your selling process and more importantly to your buying process.  It’s now time to bring it to life and make it part of your selling DNA.

The best sales values come from the “heart and soul” of your sales organization – your top performing sales people and leaders.  Talk to them. Interview them. Docmuent why they are successful.  Turn their words into a training program that can scale your top performers across your entire sales community.

Questions

Is it branded and shared?

Is it part of your training program?

Does every new person you hire understand it and live it?

Is it reinformed with technology in your sales system like Salesforce Sales Cloud?

Is it part of your sales leadership coaching program?

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About the Author
Elay Cohen

Elay Cohen

Elay Cohen is the author of SalesHood: How Winning Sales Managers Inspire Sales Teams to Succeed and the co-founder of SalesHood, a SaaS sales enablement platform and community for sales professionals. Elay is the former Senior Vice President of Sales Productivity at Salesforce. Recognized as the company's "2011 Top Executive", and credited for creating and executing all of Salesforce's sales productivity programs that accelerated its growth from $300M to $3B+ in revenue. The sales training and sales support innovations delivered over these years by Elay and his team to thousands of sales reps resulted in unprecedented hypergrowth. He also created the Partner Relationship Management (PRM) category.

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