I recently had a discussion with a business owner who said it was time to start building his sales team. My initial thought? That’s excellent news for him! His business is maturing, and he’s ready to take his revenue generation system to the next level.
But as our conversation deepened, it became evident that his sales mindset wasn’t fully aligned with what’s needed to build a successful team.
Are you ready to build a sales team?
I often see this business owner’s situation with companies considering building a sales team. They have a couple of decent salespeople, but for the business to truly scale, those reps need to sell more consistently. Even though the owner knows it’s time to take a more active role in driving sales, he doesn’t because the coaching role feels unfamiliar or uncomfortable.
I reassured the business owner that this is a common challenge. Many entrepreneurs come from backgrounds fueled by passion rather than sales expertise. But the good news? Sales isn’t some mysterious art—it’s a skill that can be learned and mastered.
However, he then admitted something that seemed almost like a hidden confession: “I really don’t like sales. I don’t want to push people into doing something they don’t want to do.”
That’s when it became clear that he needed to work on his own mindset before he could successfully build and support a sales team that genuinely aligns with his values.
What’s your mindset on sales?
When it comes to building a sales team, business owners without a sales background often view sales as the art of persuading prospects to buy. To them, it’s a form of negotiation—sometimes even perceived as a sleazy tactic—that they’d never want to engage in personally but see as a necessary evil for business growth.
This mindset couldn’t be further from the reality of what sales truly is, and what you should aim for in your own sales organization.
Why would you want to create a team of tricksters? A group of power negotiators? A team that operates in ways completely at odds with the values on which you’ve built your successful company?
You wouldn’t want a team like that representing your business to clients, especially on the front lines with prospects. That’s why it’s essential to rethink your view of the sales profession and realign your expectations for how your sales team should operate in harmony with your company’s values.
Is your perception of your sales team aligned with your values?
Consider this: If your company’s core values include integrity, superior customer service, expertise, and value, then your salespeople need to embody these principles in every client interaction. Hiring salespeople who align with your old perception of them as persuaders who might trick or manipulate them will misrepresent your company. Your prospects won’t feel they’re being treated with integrity, and they certainly won’t be thrilled about the level of expertise or service they’re receiving.
In short, prospects won’t buy.
To achieve sales success, it’s crucial that your team’s approach to sales fully aligns with your company’s core values. You want your customers to experience the integrity, exceptional service, and expertise your company is known for. The sales process should reflect a consultative selling approach that aligns with the values and principles that define your business.
When you align sales with your core values, prospects will buy, and your company will grow.
How do successful salespeople connect with prospects and clients?
It’s time to release the misconceptions about what successful selling looks like. The best salespeople focus on genuinely connecting with people. It’s not about “prospects” or “clients” but real relationships with individuals.
Successful salespeople are interested in people, regardless of whether they have the potential to buy.
They understand that selling isn’t merely about making calls, sending texts, or hopping on Zoom meetings. It’s about emotional and relational connections. While these interactions can certainly happen over text, Zoom, or phone, what truly matters is the method, not the medium.
They’re listening. Engaging in conversation. Laughing. Sharing details about their lives, like their involvement in a church, taking up golf lessons, or their passion for competitive ballroom dancing or coaching youth soccer. These personal touches, woven into business discussions, create genuine connections.
In addition to following a structured sales process, practicing consultative selling skills, and offering recommendations that align with prospects’ needs and value curve, these reps are sharing their lives. This level of authenticity fosters a connection that makes people want to do business with them. You’ve likely heard the saying, “People buy from people they like.” It holds true. The salespeople who prospects like, are the reps who are both genuine and genuinely interested.
A salesperson who connects on both a personal and professional level truly exemplifies your company’s core values. And when your solutions align with prospects’ needs, these salespeople will close more deals. That’s when your business will truly take off.
How can you shift your sales mindset?
By prioritizing genuine client connections, your sales team can build strong, lasting relationships that fully align with your company’s core values. This alignment leads to sustained business growth and success. Focus on these strategies, and you can transform your perspective on what sales should be—and what you expect from your sales team.
Shift your mindset. Then you’ll be ready to build your sales team with the right perspective.
If you’re looking to better align your sales process and team with your company’s core values, contact us. Through our training and coaching, we can help you create a sales organization that personifies your company’s mission.
Photo: Ratana21 / Shutterstock
