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Sales force is the name given to the group of professionals and sectors involved in the commercial process of a business. A good sales force works focused on finding the best ways to guarantee the customer a memorable shopping experience. 

Do you know the structure of your business process? Can you tell us what a sales force is and how yours is composed?

If the answer was no to any of the above questions, don’t worry! After all, having doubts about the sales force concept is common. This is because it is a term with many layers and possibilities for organization and action.

By the way, this is the subject of this article. Read on to understand, in detail, what a sales force is, how it organizes itself and 6 tips to put your sales force into action!

What is a sales force?

Sales force is the name given to the team of employees who are involved in the sales process as a whole and direct their efforts towards customer satisfaction and the fulfillment of internal goals.

However, despite having a broad concept, it is very common to see a confusion out there between the concepts of “sales team” and “sales force”. But we can help solve it! Thus, what we can say to help uncomplicate it is: the sales team integrates the sales force, but does not define it completely!

This is because the sales force is made up of a set of areas and sectors. Therefore, in addition to the sales team, we can include marketing, support, after-sales and customer success as some of the parts of the sales force.

Each one of them acts on a different and complementary front. In the end, they all operate by a common goal: to deliver an unforgettable customer experience and convert more prospects into consumers.

However, to achieve these macro goals, the sales force needs to commit to some routine goals and objectives, such as:

  • define and manage the business personas;
  • develop effective communication strategies with potential customers throughout the sales funnel ;
  • perform good prospecting, approach and negotiation techniques;
  • keep organizational processes aligned and functioning;
  • ensure a coherent and effective after-sales service;
  • ensure the loyalty and loyalty of consumers.

How is the sales force segmented? 

There are different ways to segment the sales force. And just as important as knowing what a sales force is, is understanding how it works best in your business.

Therefore, the most important thing is to understand that this division helps commercial managers to target their agents according to their greatest abilities and aptitudes.

So, below, you know the 4 most popular sales force segmentations:

1. Geo targeting

This is a common strategy in large companies, with sales operations in vast territories. In this case, the sales force is scaled according to the knowledge of a certain region and its characteristics (large shopping centers, rural areas, etc.).

2. Performance profile

The second way to apply knowledge about what the sales force is and its segmentation is to divide the team by performance profile.

These profiles can obey logics such as:

  • internal x external sellers;
  • greater aptitude with technology vs. more skills in physical meetings and presentations;
  • sales techniques best suited to large customers or small customers;

and so on.

3. By product or service

This is a good way to segment the sales force when the product mix is ​​extensive. Thus, the ideal is to direct teams to sell certain products or services.

On the other hand, this helps to ensure a high level of specialization and depth in the product’s characteristics, and consequent strengthening of the sales arguments.

4. Customer profile

Finally, customer profiling is also a way to perform sales force segmentation. After all, it is important to understand how the technical knowledge of each member of the sales force can influence the negotiation with different customer profiles (businesses, individuals, national and international customers, etc.).

How to build an unbeatable sales force? 6 tips 

Now that you know what a sales force is, its main objectives and how to segment it, it’s time to take another step forward.

So, below, you will know our step by step with 6 tips to create an unbeatable sales team.

1. Choose professionals with complementary skills

You’ve noticed in previous topics how valuable diversity can be in creating more complete and objective sales forces, haven’t you?

The truth is that encouraging the creation of teams with multiple skills and backgrounds is an effective way to solve challenges and find more creative solutions to common problems.

This is even proven by research. This study , for example, proves that companies that invest in diversity achieve profit margins up to 19% higher than those that do not bet on employees with different characteristics from each other.

2. Encourage cross-sector integration and sales force collaboration

Another key point for those seeking to understand, in practice, what a sales force is and how to create one, is the integration between sectors .

We know that, for customers, a good shopping experience is closely linked to the exchange of information between internal sectors (which directly influences, for example, the need to repeat the same problem several times when calling support). In fact, according to this Customer Experience Trend Report , “not having to repeat my information” is among the 5 most important aspects for a positive shopping experience .

For this to be possible, in practice, the watchword must be collaboration . The sectors need to see themselves as component parts of a whole, creating hooks so that the follow-up of the customer journey is common to all areas involved in the sales force.

Some ways to do this in practice are:

  • periodic meetings between multidisciplinary teams;
  • use of collaborative management tools (such as Trello );
  • creation of management policies in sight .

3. Present well-tied and structured processes

Another key to building and ensuring an effective sales force is functioning is to give proper importance to processes. Having a knowledge base is essential to guide the work of sales force agents, as well as to reinforce the need for integration and collaboration among them.

The sum of well-designed processes and well-aligned teams is the recipe for success to make a company grow .

4. Remember: the customer must be the center

It’s no use creating perfect internal processes if the sales force doesn’t put at the center who really should be there: the customer.

Therefore, it is important to strengthen the customer focus (or customer focus) culture in the team . Thus, each member of the team must understand that their efforts are aimed at offering even better customer experiences.

Of course, with a team focused on what really matters, the main consequence is consumer satisfaction coupled with increased sales.

5. Combine technology with management to streamline the routine 

One of the great secrets to ensure an integrated and motivated team is the use of technological tools in internal processes.

With the help of CRM (Customer Relationship Management – ​​or customer relationship management) software, for example, it is possible to follow the entire journey of the consumer in one place.

On the other hand, if you have a digital or e-commerce business , you can take advantage of automation tools that help eliminate bureaucratic manual tasks (such as registering new customers in spreadsheets or sending invoices after purchases), freeing up the team to actively work on the strategy.

6. Constantly invest in training and updates for the team

Finally, it’s impossible to understand what sales force is without talking about the relevance of sales force training.

After all, we know that training is a strategic tool for organizational management. They can be used for a variety of purposes:

  • process update;
  • introduction to new tools;
  • reinforcement of organizational values;
  • encouraging the implementation of a culture of innovation;
  • etc.

Therefore, investing in training for the sales force is a way to keep the team motivated and aware of its strategic role in achieving the overall business objectives.

Therefore, this step must be carried out very carefully.

Count on the help of those who understand the subject.

One of the most effective ways to invest in training for the sales force is with the help of companies specialized in the subject. This is the case with IEV – Institute for Specialization in Sales.

With extensive experience in the market, IEV has developed solutions focused on salespeople, teams and leaders. Our course charter helps to awaken and demonstrate essential business skills for high performance, such as the power of negotiation or the use of Neuro-Linguistic Programming in sales .

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