How To Align Your Inside And Outside Sales Force 

Posted on June 7th, 2011 by Wim in Sales management

There is an old military piece of wisdom that says an army is only as good as its logistics department. While I’m not really a big fan of military metaphors in business , there is some truth in this one. A field sales force is only as good as its supporting structure, therefore it’s crucial to align your inside and outside sales teams.

Mutual understanding 

It all starts with a better understanding of each other’s job and daily activities.To get everyone on the same page it’s important to introduce colleagues to each other and let them get acquainted with what the other person is doing for them and the company in general. Stimulate two-way communication and uniformity in the message your sales team is sending to the customers. This also means that the company’s philosophy and core values need to be known by every member of the company.

Feedback 

Sometimes insides sales people can feel like they’re stuck in their own little world. That’s why it’s crucial to get them involved in the whole sales process, not only the prospecting or proposal writing stage. The solution is simple really. Ask your field sales reps to thank their inside colleagues for the appointments and give some feedback to the person who made the appointment, regardless of the outcome.

Training 

Not only your field sales reps require training. Inside sales people are generally the ones setting the appointments, writing the sales quotes or proposals and even doing the follow-up . These are important steps in the sales process that can either make or break the deal. Training will make your people feel involved and increase employee retention. It’s also a great chance for your inside and outside sales people to interact and spend some time together. By the way, don’t forget that inside sales could be your breeding ground for future field reps!

Involvement 

It’s important for a sales manager to keep his inside sales people informed about any changes or developments in market situation, company policy, marketing strategy or sales approach. The weekly sales meeting is the perfect time to share your knowledge and insights with the whole sales team, including your inside people. This will prevent them from feeling left out and will make sure their sales approach and product knowledge is up to date.

Incentives 

Why would you limit incentives to your outside sales reps only? Your inside sales, support and customer service people are all part of the successful relationship with the customer and should share in the rewards. This prevents envy and stimulates teamwork. If you’re all working towards the same goals, you create a spirit of cooperation.

Job switching 

Let your inside and outside sales people switch jobs for a day. Your sales reps take their inside sales colleagues with them on their appointments and the field rep joins the inside sales colleague to call prospects or work together on some sales quotes. If both get confronted with different situations, this is sure to increase mutual respect and understanding.

Oral communication 

Most misunderstandings arise from written communication. Try to limit the number of written messages that are passed from your inside staff to your field sales reps and vice versa.  Both parties can interpret this influx of written instructions as meddlesomeness or interference. It’s better to eliminate the noise and encourage your inside and outside sales people to contact each other personally through the phone whenever possible. This also forms a stronger bond between both teams.

Trade shows 

Why not let your outside sales reps take their inside sales colleagues with them to expos and trade shows? It will boost unity in the sales force and it gives the inside sales people a chance to meet with customers face-to-face. A welcome change!

As you can see inside and outside sales alignment doesn’t have to be a complex issue. Divide tasks, make clear agreements and get everybody involved. Mutual respect, understanding and communication go a long way!

Read more at : Comment aligner votre intérieur et la force de vente extérieur | Ventes Ventes