Why You Should Incorporate Your Company Values into Your Sales Process
Company values, also known as corporate or core values, are the guiding principles that dictate your services. They are the philosophy behind your business, shaping the way you and your team operate daily.
Whether you are fully aware of your company values or not, they guide you in everything that you do. Your company values shape how you provide your services, how you work with clients, and the kind of people that you hire.
At Sebastian Lane Consulting, we encourage you to incorporate your company values into your sales process. Here’s why.
The Benefits of Incorporating Your Company Values Into Your Sales Process
You may be familiar with company values but have not thought about incorporating them into your sales process. If this is the case, you are doing yourself a disservice!
When you incorporate your company values into your sales process, you become one step closer to creating a proven & repeatable sales process. Strong company values combined with a great sales process will help you:
Hire and retain the right service professionals
Increase the efficiency of your sales process
Boost client satisfaction
Improve your brand reputation and image
Gain more freedom—because you can trust your team to use your company values to guide them through the sales process
Defining Your Company Values
If you have not considered what your company values are, the first step is to sit down with your team and come up with them. There are many branding exercises available that can help you determine your company values, but here is one of the simplest:
Gather your team members around a table or virtually through a video call.
Ask your team, “What words come up when you think of our company and how we provide our services?”
Write down everyone’s answers on a whiteboard, in the chatbox, or somewhere that everyone can see.
Once all words have been contributed and written down, begin to group similar words.
Consider what words can define each group of words. For example, if the group of words are honesty, trust, responsible, and ethical, then the value may be integrity. Do this for each group of words.
Finally, decide which of these all-encompassing words best describe your company, team, and services. These are your company values.
Once you know the values that dictate your services, you can further define them in a sentence or two. You may even want to include them on your website like Starbucks, Marriott, and many other companies.
Incorporate Your Company Values Into Your Sales Process
Now that you have your company values defined, it is time to incorporate them into your sales process. The goal here is for your prospects to hear the same messaging and feel the same values that you promote. In essence, you want your sales process and the way your service professionals interact to reflect your company’s values. To do this, let’s look at a simple example:
If your company values quality, then quality needs to be at the forefront of your sales process. Instead of cold calling or using inauthentic sales tactics, your services professionals should be focused on building relationships with your ideal client. They should slow down their sales process and really get to know the person they are talking with.
Take a look at your current sales process and consider how you can incorporate your company values into each step. You can rewrite your proposals and elevator pitches to integrate language from your values. You can use a different approach when communicating with prospects. You may even find that your sales process completely misaligns with your values and is attracting the wrong clients altogether. The key is to evaluate your sales process through the lens of your company values and see where it can be improved upon.
If you have questions about how to incorporate your values into your sales process, call Sebastian Lane Consulting at 443-534-6783 or email us at jesse@sebastianlaneconsulting.com. For ¼ of the cost of an in-house sales manager, we create a proven & repeatable sales process that is tailored to the core values of your organization.