Sales are the usual promotional approach business organizations employ to market their commodities and services to potential buyers. For such establishments, selling frequently involves a direct interaction between the customer and their sales representative. However, if a corporate enterprise adopts a consultative approach, the salesperson will normally asks the prospective buyers a set of questions to identify their needs. Based on this information, he/she makes suggestions for their purchase. Many commercial enterprises use sales as a means of measuring how well their organizations are operating in the market environment. Some entrepreneurs and business executives go to the extent of considering it a benchmark of the businesses’ success.
Aaron Hartfield , a prominent sales expert from America, explains that in any business organization, sales department plays a critical role in the success of the enterprise in the market. It bridges the gap between the customers’ requirements and goods/services of the business enterprise are offering to cater to those needs. He goes on to clarify that in most cases salespeople deal with customers who are aware of the company and its products/services through marketing and advertisement. However, it is their job to close the sales deal by providing additional information and assisting the customer to choose the commodities/services, he/she needs.
He states that sales influence a business organization’s success in the following ways:
- Sales result in conversions
The primary role of sales is to enhance the efficiency of converting potential buyers into customers. Salespersons interact with such purchasers directly, ask necessary questions, address their concerns and finally suggest the products or services they should buy.
- Business Growth
Sales play a vital role in establishing loyalty, faith and trust between customers and the business organizations. It is the reason why such clients recommend the enterprises’ products/services to their acquaintances, friends and family. With the advent of the digital age, they even go to the extent of writing positive reviews about the establishment and its products/services online. Third parties and the other potential buyers value these recommendations and reviews as they carry more credibility of the corporate enterprise. Such perceptions are more influential in today’s world considering the reach of social and online media.
- Customer Retention
For any business organization, entrepreneurs and executives view selling as an interaction between one human being and another on a personal level. Even in the digital age, these businessmen never fail to appreciate the potential effect this kind of personal connection has on their enterprise’s products/services. Excellent salespeople are a catalyst in establishing a lasting relationship with the clients in addition to selling a product/service. This kind of long-term client relationship results in referrals and an increase in the reputation of organization’s brand through oral communication.
Aaron Hartfield goes on to explain that entrepreneurs and executives never fail to recognize the power of sales in the continual success of the business organization in the market. Its influence not only increases revenue but also enhances the reputation of the enterprise’s brand and establishes long-term customer retention, which are vital for business growth.