The relationship of sales managers with other departments or a story about why the number 1 does not belong in business

The relationship of sales managers with other departments or a story about why the number 1 does not belong in business

Delegating all the work of the sales department and hoping that the business will go uphill is a disastrous business. Therefore, it is necessary to build communication so that sales work not for everyone, but in connection with the rest.

What is the role of the company’s sales department?

Let’s start with the basics and discuss what the sales department does.

Either way, it’s made to sell. However, before you can see the customer’s signature in the service contract, the application must be processed. By application we mean an incoming request or a lead.

But competences are not limited to processing leads. The main goal of the sales department is to make the agency’s sales grow. It is necessary to proceed from this:

  • process ice;

  • make an individual commercial proposal*;

  • find out information through account managers;

  • transfer the client to other departments;

  • track trace, etc.

*A commercial offer is an individual story that includes items and calculations based on the client’s requests, wishes and preferences.

One salesperson cannot handle this. He will be helped in this by established communication with other departments.

What role do neighboring divisions play in sales?

To sell an idea, it is not enough to tell about it. The customer wants to receive answers to specific questions:

  • What will I get?

  • When will I get it?

  • How many leads will I get if I deposit the Nth amount?

In other words, the client is interested in terms, money and forecasts.

Imagine the situation: you are a client who came to call a content marketing agency. The manager told you: how many are already on the market, with whom they cooperated, what reviews are on the website; told that they write articles in different formats.

Did you get the point? It is not clear what period the contractor’s work is expected to take; the amount of the budget that needs to be allocated for advertising; the number of leads that can come. Accordingly, it becomes unclear how much can be earned as a result.

Information from the sales manager must be provided in full and with specific figures. The problem is that sales cannot always provide information immediately and independently.

If we talk about context or SEO, then there are no questions here, since the cost is fixed. And in the case of the development department, you will have to sweat. Here, the seller needs to contact the project manager to evaluate the application, including providing specific data on time and funds.

Only after that, the sales manager will be able to return to the client with current information and a commercial proposal (CP), for example, in 5-7 days. Depends on the niche, scale and complexity of work.

If KP suits the client, you can sign the contract. The next step is communication with the account manager. He will later become the connecting link between the client and the department. The account will assign the customer to the appropriate department based on the information provided by the seller.

The main cycle of the transaction is as follows:

  • Sales interacts with the client and, if necessary, addresses the account or project manager. After some time, sales returns to the client with a commercial offer, and then passes the project to the appropriate department through the account or project manager.

Each stage of the cycle is interconnected. If a stupor occurs in one link, the entire mechanism will break down. That is why it is recommended to establish communication between departments.

And it is even better to have several employees in reserve who can replace a colleague in case of anything.

Imagine you only have one sales manager or one account. Someone got sick, became less efficient due to various factors, quit, etc. – what will happen to the chain? She will break. Accordingly, production will also appear. The result is an unsatisfied customer.

And if you had several managers, accounts and other employees involved in the cycle in stock, this would not happen.

What can’t be done in the process of forming communication?

In order to learn from other people’s mistakes, and not from our own, we share tips.

This is the most common problem that you need to think about at the beginning of creating a business.

For example: the salesperson made all the calls, drew up the CP and transferred all the information to the project manager. He – neither in sleep nor in spirit – together with a specific department, completed all the tasks. On the penultimate day of the project, the client started asking the account: “where is the search bar?”. The manager is surprised because there was no such clause in the project. It turned out that this seller forgot to enter this detail. As a result, the deadline was extended, and the client had a negative impression of the agency.

The KP was formed, all actions were discussed, the project was sent to work. Only the client was still dissatisfied. Why? It seemed to him that not everyone agreed with him, in particular the catalog. It turned out that the client understood one thing, and the account – another. Undocking.

As a result, everything is the same: deadlines are not met, the project is delayed, the client is angry.

A sales manager may not always be aware of the affairs of another department. That is why, when forming terms in the KP, he needs to rely on what either the account manager or the project manager says. Otherwise, history will repeat itself – employees will miss the deadlines.

For example, sales took the number 20 from the head, not knowing that the context department is currently loaded at 95%. Of course, specialists cannot cope with such a load. At a minimum, they will work longer with a new client, at most – with all others. This causes huge losses in the form of money.

But if the salesperson had approached the account and found out about the terms before promising something to the client, the result would have been different: everyone would have been satisfied.

This is a classic story where there are a lot of applications and not enough people to do the job.

  • First, let’s talk about the most dangerous number for business.

  • Secondly, we think in advance about how many clients each department can hire.

  • Thirdly, we are thinking about scaling or not loading production by more than 80%.

You will not have enough time to hire the client and find a new employee who will adapt to the company’s standards so quickly and will do everything well.

What to do to avoid mistakes?

  1. Create a client transfer checklist.

It will contain all the information that everyone involved in the chain needs to know.

Related information related to the client’s manner of communication, his preferences, experience, etc. will be written here.

In such a game format, it is convenient for the sales and account manager to work. Information is stored in one place and it is difficult to lose it.

  1. Call recording.

Disclaimer: of course, before recording, the seller must ask the customer if he can record their conversation. Usually there are no objections. In this case, you should answer that if you have a record, you can return to it and resolve all disputed points.

The account can view the recording after the call. This helps to complete the picture of the project and not to miss important details.

By the way, the recording allows you to optimize the operation of the account. He does not waste his time or the client’s time to find out information that is already known.

  1. Format 2:1.

The format involves a call in which not only the client and the sales manager participate, but also the account manager.

At the very beginning, the dialogue takes place between sales and the client, and at the end, if the account still has questions, he asks them himself.

Each party’s time is saved. The result is obvious: the account completely owns the situation, it is aware of everything.

If necessary, the account manager can be replaced by the project manager.

  1. Regulations

These are the same terms that can often frustrate employees.

With the help of regulations, employees know exactly what period of time they have to complete this or that work.

Accents in communication

First of all, you have to remember that one person will not be able to bring a huge profit and at the same time not cut corners. Any project is a team effort, in which both sales, and the account, and the project manager participate.

Secondly, in the chain of the deal, where the number of employees is one, you need to be insured. No one can guarantee that tomorrow he will not fall down with chickenpox or quit due to burnout.

  • Time: personal and work time, both of employees and customers.

It is important and necessary to keep your colleagues in good spirits. The success of the project depends on this.

The more you learn from the client from the beginning, the easier it will be to work with him in the future.

Yes, yes, the same established communication. This story is not only about transferring customer data on time and as completely as possible. This topic also concerns the respect of colleagues for each other.

Each employee should appreciate the work of another person. Don’t think that if you screw up today, no one will notice tomorrow. This will affect the work of other departments.

The more respectfully sales will treat, for example, the project manager, the more effective communication will be. It works the other way around too.

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