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It is everything about how your company sells except the people themselves.

Sales tools, information system, sales training program, sales compensation program, sales territory plan, sales automation system, sales management support practices, assignments of markets and customers, sales office assistants, these are all major parts of the sales structure.

Now even the best and most efficient sales teams or sales professional can't deliver customers by themselves; they have to be acted upon (using qualifiers, rapport, questions and solutions). An action needs to take place. To implement your sales strategy, you need to structure your company for sales success. This means you should do the following:

• Provide the sales force/team with a set of rules and policies for whom to sell to, where to sell to and how to sell to

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• Create a methodology that allows your sales force/team to maximize their selling potential

• Develop and deploy the most appropriate tools to qualify your prospective clients, maximize deal sizes and communicate your sales messages efficiently

• Store and share sales information among your sales team/force to ultimately improve their sales knowledge and ability to find and close deals

• Create an environment that motivates your sales team/force to succeed

I recommend taking the following steps to improve your existing sales structure or if you are developing a new one:

• Take some time to really understand how the different elements of the sales structure contribute to your specific sales structure (without this knowledge and understanding, you will not appreciate the importance of each element of structure or know how to prioritize any necessary improvements)

• Analyse how your existing sales structure currently operates - if you have one, then, ask lots of questions on each area of structure to understand how decisions are made, what rules, policies and procedures are currently followed and what actually happens in your company, as apposed to what should happen.

• Develop templates and processes for building an improved new sales structure. Understand that change is often painful, not everyone will like what you propose, and then prioritize the areas, which have the greatest impact on achieving your sales strategy

Developing and understanding the sales structure can sometimes be a full-time job in some organizations. However, for smaller companies, it is a periodic task. These can be expensive changes to make, but if done properly, pay big dividends in terms of improved sales.

"You've got to be success minded. You've got to feel that things are coming your way when you're out selling; otherwise, you won't be able to sell anything." Curtis Carlson

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