Managing a high-performing, strategic and goal-oriented sales team

As your craft beverage company transitions from a small, local business to a more professional operation, distribution is one of the most important aspects of the business to get right. Employing a high-performing sales team that is both strategic and goal-oriented gives you a headstart in your target market — helping you maximize your company’s growth potential. 

But making sales and expanding your reach isn’t as simple as hiring a few sales reps and calling it a day. Follow these best practices to help your sales team succeed.

1. Set Realistic and Challenging Targets

To grow your craft beverage company, you can’t just say you’re going to hit X sales this year because the number had a nice ring to it. Your targets are the backbone of the sales team — providing them with something to work toward on both a personal and company-wide level. Setting realistic, yet challenging, targets keeps your sales team motivated and helps impact the bottom line. To ensure buy-in from your team, it’s important that you work together to:

2. Accurately Track Your Progress

Your craft beverage company’s sales team needs to be equipped with resources and tools that can accurately track their progress toward the set targets. When done well, tracking the progress of your goals provides visibility into the sales process, allowing you to pivot as needed to convert more prospects into customers. Consider monitoring the following for a well-rounded picture of how individual sales reps are performing, as well as the team as a whole:

3. Utilize Customer Relationship Management (CRM) Software

CRM software is indispensable for a successful sales team. Instead of needing a member of your team to handle every aspect of the sales process, customer relations management software allows you to manage your sales process more effectively — helping with everything from lead generation to prospect nurturing to fostering customer relationships. This invaluable tool allows your team to spend their time doing what they do best — talking to customers. Benefits of CRM software include:

It’s important you have your team’s buy-in when using CRM software. Without their help keeping the database organized, you won’t receive all the benefits it has to offer. Find out their pain points and demonstrate how using a CRM will help streamline the sales process.

4. Organize Your Sales Team Effectively

Using all the best practices above, you can determine where any bottlenecks in the sales process exist. Where are prospects getting stuck within the funnel? Or worse, where are leads dropping out of the funnel altogether? While your entire sales team might be talented at promoting your craft beverage business, some sales reps might be more successful in certain stages of the sales process.

Identify the top performers on your team and place them at stages in the sales process where prospects get bottlenecked. You might have a sales rep who is great at getting your business in the door, but isn’t the most successful at closing the deal. Utilize the strengths of your team and assign them to different steps of the process depending on who is the strongest at lead generation, prospecting, closing, customer service, and every stage in between.