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6 Factors in Choosing the Right Sales Channel to Grow Your Business
In recent years there has been a major shift in the way many businesses approach their key sales functions. While the traditional field sales channel retains an important role, we are seeing strong growth in office based sales from the recruitment needs of our clients – most notably in the tech sector, writes Pearce Doorley from Cpl.
No matter what sector your business operates in, it is important to find the right sales strategy to develop relationships with potential new customers or manage existing clients; this may be inside sales, field sales, or a mix of both. Identifying which sales channels best suit your business is a similar process to identifying the ideal candidates for a role. When sourcing candidates for any role, we look at the various factors within the role and match them with candidates who fit all of the key criteria.
When defining your sales needs, take a look at these key factors in your business:
The nature of your product could make this a very short assessment process. If you operate in a sector where you are selling hardware, it may be difficult to sell your product without physically demonstrating it to a potential client. On the other hand, digitally delivered services can be demonstrated, sold and delivered through webinars or online demos.
With advances in technology removing many barriers to selling internationally, selling in Europe has become a valuable growth opportunity for many companies. If your clients are based throughout Europe, it may not be possible to provide a face to face service or demonstration. Instead, we are seeing a large proportion of companies selling services online through demonstrations by office based sales. This is predominately the multinational companies, but we are seeing more and more SMEs venturing into this market.
How you gather your leads will have a big influence on how you operate your sales function. Many businesses are developing online marketing strategies and websites designed to drive users toward contact forms and convert them into qualified leads for inside sales teams. As a result, companies of all sizes are growing their marketing departments with a focus on digital skills. If you can build an effective digital marketing function, these leads can assist both the field and inside sales functions.
4. The Competition
It’s also important to look at the competition. Even if you operate in a chiefly digital environment, you may not be able to rely solely on inside sales if your competition has a strong field sales presence in your market. It is also worth noting how companies are selling to your company and what makes you purchase from them.
While the other factors on this list will help to define your ideal sales mix, your budget may dictate the sales function you can actually have. One of the key factors in the growth of inside sales is the fact that it’s a relatively cost-effective solution. Field Sales tends to come with overheads like car allowance and travel expenses. Inside sales, on the other hand, is a much more time and cost-controlled environment.
6. Employment Market
Finally, the skills available will have a key effect on your ability to build that perfect sales function. The ongoing trend for multinational tech companies building European sales offices within Ireland continues to add to the ever increasing demand for inside sales candidates. As a result, we are seeing more and more of the traditional field sales candidates moving towards the inside sales model.
An effective sales function is vital to the growth of every business. The challenge is to not only define the most effective sales methodology but also to identify the perfect sales people to drive your business forward.
Written by: Pearce Doorley, Sales & Marketing Manager, Cpl – Growing your sales team? Talk to Cpl to discuss how to find the best people for the job.
Please be aware that all of the views expressed in this Blog are purely the personal views of the authors and commentators (including those working for AIB as members of the AIB website team or in any other capacity) and are based on their personal experiences and knowledge at the time of writing.
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