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I read something last week that struck a chord. It’s a quote from Zig Ziglar, the late American author and motivational speaker:

“I have always said that everyone is in sales. Maybe you don’t hold the title of salesperson, but if the business you are in requires you to deal with people, you, my friend, are in sales.”

No sales, no business.

Without money coming through the door to pay for raw materials, to support what we produce, to pay our employees, to invest in IT and infrastructure, to finance future research, development and growth… any company will wither and die.

You might respond, “So what? We’re just a small team, and we do alright.” Or, if you have a larger business, you may say, “I’ve got a great sales department; they’re hitting their targets. We understand sales. We’ve got it covered.”

It matters because sales aren’t just the responsibility of the sales team. They’re the responsibility of everyone in the organisation.

It’s vital for everyone to understand why sales are so important and why every individual adds value to the sales process. Whether it’s the front desk receptionist, the IT team, the shop floor or staff out on the road, every interaction impacts sales. Why?

Because interactions affect decision making and, ultimately, reputation. The way the receptionist greets a potential client is vital. If a lorry driver in your fleet cuts someone up on the motorway, it affects how that person views your organisation. Careless talk on social media by an employee who has nothing to do with sales can destroy your reputation. You get the idea.

Of course, there are many other things that businesses need to do alongside sales to perform well; managing cashflow is one, which we look at in more depth today in Keith Simmons’ excellent article.

But sales are the engine of the organisation; the lifeblood that enables it to function.

Everyone needs to step up and be a salesperson—whatever their job title.

For sales advice, whatever the size of your business, drop me an email at peterdone@peninsula-uk.com