The Importance of a Common Sales Language

In this time of economic struggle, creating a unified sales force with a common sales language and single sales message becomes imperative if your company is to achieve its goals.

When you bring together different sales cultures and levels of sophistication within a newly-merged organization the result is often reduced sales, erosion of trust with customers and ineffective sales coaching of the sales process.

Your sales force is your frontline of contact with your customer. They carry your corporate message, your philosophy, and deliver the value you offer. They are the implementers of your marketing strategy. It doesn’t matter who you are, if your sales team is giving conflicting signals, rather than a consistent message, you erode your name and what you stand for.

Without a common selling language, companies may find they are fielding “bands of selling nomads,” salespeople that complicate, rather than simplify clients’ lives.

This is particularly true if your company has national accounts with multiple client locations, and multiple salespeople calling on that account. Varying communication styles, standards, and levels of expertise can cause clients to go elsewhere if another firm is more coherent and efficient in its sales approach.

Kevin Davis

Kevin F. Davis is the author of The Sales Manager’s Guide to Greatness”, which was named the 2018 Axiom Business Book Award Winner, Silver Medal. Kevin is also the author of Slow Down, Sell Faster!”.