Do You Have a "Sales Culture" or a "Selling Culture"?

Do you have a sales culture or a selling culture?

These two, a sales culture and a selling culture, are not the same.

A SELLING CULTURE is outdated:

• Is process-focused, activity metric propelled and quota driven
• Focuses on activity over outcomes
• Prioritizes quantity over quality
• Is overly scripted vs. authentically human

However, in the modern SALES CULTURE:

• Sellers are accountable for outcomes; not activities.
• Sellers serves their buyers instead of serving their process.
• Everything derives from authentic relationships
• Companies educate sellers on the “why” vs rote training on the “how."

In addition, the symptoms of a SELLING CULTURE include:

• Unacceptably low close rates
• High “no decision” rates
• Sales-centric vs buyer-focused process
• Tactical deal-focused coaching vs seller-focused development, coaching and mentoring
• High seller turnover

However, the features of a SALES CULTURE include:

• Effective value-based relationships with buyers
• High acumen sales conversations that enable buyers
• A focus on efficiency and effectiveness (through deep discovery, qualification and problem solving)
• High win rates and low “No Decision” rates
• Consistent mentoring and development of individual sellers

A selling culture operates for the convenience of the seller.

A sales culture serves the needs of the buyer first.

Which one do you have?

- Andy Paul