There is no better man to talk about building a SALES CULTURE than Todd Cohen himself. Todd is a keynote speaker, trainer, and author. Doing about 90 keynote appearances a year, which are all about building a sales culture. Todd also does workshops based on his keynotes, as well as a bit of consulting.
He has authored two books; Everyone’s in Sales and Everyone’s in Sales: Stop Apologizing! Both of which focus on helping people realize that everything they do is a selling moment.
He passionately believes that a common thread to everything we do is our ability to sell and sell ourselves.
Here are the highlights of my conversation with Todd:
What is a Sales Culture?
A mindset, behavior, or mentality of: “What you do, counts”
Everybody understands that what they do helps the customer say, “yes”
It is the opposite of a siloed culture.
What you’re doing has a profound and systemic effect on the organization’s ability to grow
What you can do TODAY to start developing a sales culture:
- Start helping people understand that every conversation is a selling moment whenever they interact with anybody.
- An IMPRESSION is being formed whenever anyone in your team interacts with anybody.
- Help people understand WHAT you do.
- MANAGEMENT is mandatory.
- Sales is no longer the responsibility of sales. It’s everybody’s responsibility.
- Your customers are everybody around you – the people who need you to help them get their job done.
- Internal customer vs. external customers
2 Ways to Change the Culture:
- Do it organically.
- Import it.
- Find people who “get it” upfront.
- Change how you interview people and change some of the questions.
- Ask different sets of questions about how they see their impact to the business.
Current projects Todd is working on:
- Complete rebranding of his entire business
- Working on a third book
Todd’s Major Takeaway:
If you have silos in your organization, you are condemning yourself to consistent mediocrity. You must do things to bring down the silos.
Show people the bridge between what they do and how it helps your organization; and you will see them change.