Sales Structure: What It Is, Why It Matters, and How to Build One

A good sales structure is essential for businesses of all types and sizes.

Without it, processes become confusing, data gets disorganized, and strategic planning is compromised.

To help you better structure this department, we’ve prepared this article.

With it, you’ll understand what a sales structure is, why it’s worth investing in, and how to build one from scratch.

Let’s dive in?

What Is a Sales Structure?

The sales structure includes everything related to the efforts and investments of the commercial department to achieve the expected results.

It covers planning, mapping out sales flows, training the team, managing sales professionals, setting goals and tracking KPIs, choosing and implementing sales techniques, and support tools.

Other elements that may be part of the sales structure include:

• Sales model (Field Sales, Inside Sales, Self-Sales, etc.)
• Sales team (Pre-sales reps, SDRs, Salespeople, Sales Reps, Coordinators, Managers, etc.)
• Strategies (SPIN Selling, Mental Triggers for Sales, etc.)
• Resources (Sales Software, Sales Scripts, Sales Cadences, Email Flows, etc.)
• Success metrics (Conversion rate, Customer Acquisition Cost (CAC), Return on Investment (ROI), etc.)

Also check out: What Is a Sales Pipeline, Its Benefits, and How to Build One

Why Invest in a Well-Structured Sales Department?

A lack of commercial structure is one of the key factors that can lead a business to experience a drop in sales—or not reach satisfactory results at all.

Without well-defined and standardized steps followed by everyone, it becomes much harder to set goals, track performance, and provide sales reps with the resources they need to succeed.

On the other hand, a well-structured process offers many benefits:

• Improved sales training and onboarding
• Increased focus and productivity from the sales team
• Better sales metrics and outcomes
• Ability to track and measure results
• Identification of strengths and improvement areas in the sales process
• Access to data for decision-making
• Enhanced customer experience and satisfaction
• A more predictable and scalable sales process

You may also be interested in: 14 Essential Negotiation Techniques for Sales

What Knowledge Is Required to Build a Sales Structure?

A sales structure should be created by a sales manager, often with input from the sales team to incorporate the insights of those on the front lines.

This approach combines technical, managerial, and operational knowledge with real-world commercial experience.

Studying the sales cycle, sales management, cadence strategies, tools and technologies, sales techniques, consumer behavior, and neuromarketing are all valuable ways to broaden your understanding and strengthen your sales structure.

Read now: How to Use Emotional Intelligence to Sell More

What Are the 3 Initial Decisions When Structuring Your Sales Department?

Before you begin building or improving your sales structure, consider these three key factors:

1. Choose the Right Sales Model

Your first decision should involve choosing the most appropriate sales model for your business.

How will your salespeople make their sales?

We’ll go into detail shortly, but in general, sales models differ in terms of tools used and approach taken.

The most common models include Inside Sales, Field Sales, Self-Sales (or direct/self-service sales), or a hybrid of these.

Field Sales

The traditional sales model, where salespeople physically visit potential clients to conduct meetings, demos, consultations, and close deals.

This model typically requires the highest investment.

Inside Sales

In this model, salespeople operate from within the company. They use channels such as phone calls, emails, messages, social media, and video calls to approach leads.

As there are no travel expenses, this model tends to be more cost-effective—but building a connection with the lead can be more challenging.

Learn more: How Pre-Sales Can Improve Your Results

Self-Sales

In this model, there is little to no salesperson involvement.

Examples include e-commerce platforms, virtual assistants, or stores with self-service kiosks.

2. Build and Develop an Engaged Sales Team

Do you already have a sales team that will need to adapt to this new structure, or will you need to hire new sales reps?

How many team members will you need?

Who will lead the department?

These are key questions that need to be answered before building your sales structure.

3. Commit to Ongoing Education and Training

After choosing your sales model and assembling your team, you must determine how continuous education will be provided.

Sales is a field that constantly evolves with new customer behaviors, technologies, and communication channels. Staying current—and learning about your specific market—will help your team adapt and grow.

Defining the Focus of Your Sales Structure

Another important aspect of building your sales structure is determining how it will be organized.

This can be based on geography, product, or customer profile. Here’s how each one works:

By Geographic Distribution

This approach divides your sales territory by location, assigning reps to specific areas.

It’s commonly used by businesses operating in multiple cities or states, or even within different neighborhoods in the same city—especially for field sales.

This makes it easier to build customer relationships locally and manage lead distribution by region.

By Product

Companies with a wide range of products or services may assign reps to specific solutions.

This allows salespeople to specialize in what they’re selling, which boosts confidence and improves objection handling.

However, products with higher sales volumes may favor certain reps over others.

By Customer Type

Sales reps can also be assigned based on customer profiles.

For instance, complex sales or high-ticket clients might be handled by more experienced reps.

Alternatively, repeat buyers could always be served by the same salesperson to strengthen the customer relationship.

Read next: How to Distribute Leads Across Your Sales Team

How to Build a Sales Structure

Ready to build your sales structure? Here’s a step-by-step guide:

1. Choose the Right Sales Model

Recall the models discussed earlier?

By now, you should have chosen the one that best suits your business.

Make this decision based on factors like product type, market, target audience, sales team size, and budget.

If you still have doubts, revisit the section in this article that outlines the models.

2. Carefully Select Your Sales Team

Next comes team selection.

You’ll need to assess whether new hires are required, or if you can reorganize or promote existing team members.

Three key tips for this phase:

Recruitment and Selection

Focus on candidates with the right profile for your chosen sales model. Aim for a diverse, collaborative team, and select professionals with the right technical skills.

Find a Leader

Your sales structure needs a leader. If one doesn’t exist yet, choose someone to track performance, motivate the team, and help reach business goals.

Organize the Team

Use your chosen structural orientation to define each rep’s focus, assign responsibilities, and establish how teams will be managed.

3. Create Clear and Measurable Metrics

Your sales structure must also include the definition and monitoring of departmental metrics.

Beyond tracking the progress of goals, this information is essential for informed decision-making.

Use these indicators to evaluate which efforts are delivering the best results — and increase investments in those areas.

You’ll also be able to assess which areas are more critical and where conversion numbers are falling short.

From there, you can evaluate whether it’s worth investing in improvements or shifting strategies.

4. Invest in Ongoing Training

Don’t limit training to new hires or to moments of leadership change.

Invest in your team members — this investment in qualification will come back as improved sales results.

You might also like: Sales Proposal: Best Practices and a Free Template

Conclusion

Have you identified aspects of your sales structure that need improvement?

Do you feel ready to kickstart this process now?

Refer back to this article anytime you need, and if you have any questions about the topic, leave them in the comments.

We’re ready to help you!