In every business I have ever been introduced to, there has always been a clear divide between the sales and the operational sides of the organisation.

Most people believe that the responsibility of winning and maintaining business is simply that of the sales team. Now I do not just disagree with this approach but believe it to be the failing of many businesses year after year.

If you are building a business that looks to connect with its customers, offer fantastic levels of service, get referrals from its customers and stacks of repeat business then this article is just for you.

This fact was greatly reinforced to me during my time with Britain’s leading furniture retailer, DFS. My time with DFS served as my apprenticeship to underpin the true power of adopting sales processes through every area of an organisation. Once this is achieved you can sit back and admire the success it creates.
Getting this right brings such significant results that it’s astounding. This very principle was the key factor in increasing turnover by millions of pounds and all by not having any more people through the door. This may sound great when applied to a large multi-national retailer, but how can this apply to your business?
Having everybody pulling together in one direction creates benefits that are so slight when looked at in isolation, yet, the collective benefit is compounded to a result that can be astounding.

• Increase in revenue
• Increase in profits
• No late payments
• No bad debts
• Preferential treatment from suppliers
• Increased operational efficiency
• Improved staff productivity
• More free time
• 
Reduced customer complaints
• Improved communication

These are just a few benefits I have enjoyed from adopting these principles. So please consider what you can take from this, and see if you could benefit from any of the above. Consider everyone in your business and ask yourself what effect they have on the sales process and how could they improve it? Then look at those who act operationally in your business, consider what challenges they are faced with, and think how equipping them with some new skills will help them with that process. The customer experience is the critical factor in gaining repeat business and getting recommendations. Get this bit right and the results will speak for themselves.