Sales Structure: What Is Its Importance and How to Build One
A good sales structure is essential for any type and size of company.
Without it, processes become confusing, data is disorganized, and strategic planning is compromised.
So, to help you better structure this department, we have prepared this article.
With it, you will understand what a sales structure is and why investing in one is important, as well as how to build this type of structure from scratch.
Shall we begin?
What is a Sales Structure?
The sales structure encompasses everything related to the efforts and investments of the commercial sector to achieve the expected results.
It includes planning, designing commercial workflows, training the team, managing sales professionals, setting goals and tracking KPIs, choosing and implementing sales techniques and support tools.
Other aspects that may be included in the sales structure:
- Sales model (Field Sales, Inside Sales, Self-Sales, etc.);
- Commercial team (Pre-sales, SDRs, Sales Representatives, Coordinators, Managers, etc.);
- Strategies (SPIN Selling, Mental Triggers for Sales, etc.);
- Resources (Sales Software, Sales Scripts, Sales Cadence, Email Flows, etc.);
- Success metrics (Conversion Rate, Customer Acquisition Cost (CAC), Return on Investment (ROI), etc.).
Also check out: What is a Sales Pipeline, Benefits, and How to Create One
Why Invest in a Well-Structured Commercial Strategy?
The lack of a commercial structure is one of the factors that can lead a company to a drop in sales or even prevent it from achieving satisfactory results.
Without defined, standardized, and followed processes, it becomes much harder to set goals, monitor results, and provide sales representatives with the minimum support needed to sell.
On the other hand, a well-structured process provides several benefits:
- Improved training and qualification of salespeople;
- Increased focus and productivity of the sales team;
- Improved sales metrics and results;
- Ability to track and measure results;
- Identification of strengths in the process and areas needing improvement;
- Access to data for decision-making;
- Enhanced customer experience and satisfaction;
- Creation of a more predictable and scalable sales process.
You may also be interested in: 14 Top Negotiation Techniques for Sales
What Knowledge is Needed for a Sales Structure?
A sales structure should be designed by a sales manager, with input from the commercial team to incorporate insights from those who interact with customers daily.
This way, technical, managerial, process knowledge, and commercial routine learnings are combined.
Studying topics such as sales cycle, sales management, sales cadence, technologies and tools, sales techniques, consumer behavior, and neuromarketing can complement the structure and make industry knowledge even broader and more applicable to challenges.
Access now: How to Use Emotional Intelligence to Sell More
What Are the 3 Initial Choices in Structuring Your Sales Business?
Before starting the process of building or improving your sales structure, you should consider three fundamental factors that will influence the processes.
1. Choose the Ideal Business Model
The first analysis and decision relate to the sales business model.
How will your salespeople make sales?
While we will explore each in detail, sales models can generally be divided based on tools and approach methods:
- Field Sales (On-site sales)
- Inside Sales (Remote sales)
- Self-Sales (Direct sales or self-service)
- Hybrid approaches
Field Sales (On-site Sales)
This traditional sales model involves salespeople physically meeting potential clients, conducting meetings, visits, demonstrations, and in-person consultations.
It typically requires a higher investment.
Inside Sales (Remote Sales)
In this model, salespeople engage with customers from within their company, using phone calls, messages, emails, social media, and video calls.
Since travel costs are eliminated, this approach tends to be more cost-effective. However, building a connection with leads can be more challenging.
Learn more: How the Pre-Sales Area Can Improve Your Results
Self-Sales (Direct Sales or Self-Service)
In this sales model, there is minimal or no salesperson involvement.
Examples include e-commerce transactions, virtual assistants, and self-service kiosks.
2. Choose and Develop an Engaged Team
Do you already have a sales team that needs to adapt to this new structure, or do you need to hire sales representatives?
How many will you need?
Who will be the team leader?
All these factors regarding the team must be defined before structuring your sales department.
3. Choose to Invest in Continuous Learning and Education
After selecting the sales method and team, you need to decide how continuous training will be conducted.
The sales market constantly evolves with new customer service channels, changing consumer habits, technological advancements, and industry-specific knowledge. Keeping up to date is essential.
Defining the Orientation of Your Sales Structure
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Another important decision for your sales structure is the orientation it will follow.
This orientation can be based on location, the type of solution offered, or the target customer profile.
By Geographical Distribution
This approach involves segmenting different geographic areas and assigning salespeople to each region.
This is common in companies operating across multiple cities or states, where commercial representatives cover specific locations.
Even within a single city, regional divisions may apply, particularly in field sales, facilitating commercial operations and fostering closer relationships with local customers.
By Product
Companies with a broad range of products or services may assign sales representatives to specific solutions.
This allows salespeople to specialize further, increasing confidence in handling objections and customer queries. However, products with higher demand may benefit some salespeople more than others handling less popular solutions.
By structuring your sales process effectively, you can ensure a more strategic, predictable, and scalable operation that drives growth and success.
By Customer Type
Sales representatives may also be assigned to serve specific customer profiles.
For example, customers with more complex purchases or higher ticket values may be handled by more specialized representatives.
Alternatively, repeat customers may always be served by the same team to strengthen the relationship established during the first purchase.
Read now: How to Distribute Leads in the Sales Team?
How to Build a Sales Structure?
Shall we go step by step in creating your sales structure?
With the previous determinations in hand, you will have already completed much of the analysis and planning of commercial processes.
Now, follow these additional recommendations:
1. Type of Sales Model
Do you remember the sales models mentioned earlier?
At this point, you should already have a clear definition of which model is best suited for your company.
We emphasize that this decision should consider factors such as the type of product sold, the market in which you operate, target audience, number of sales representatives, sales department budget, etc.
If you still have doubts, revisit this section of the article.
2. Carefully Select Your Team
The second step is selecting the team.
You may identify the need for adjustments, such as opening new positions, promoting employees, or reallocating existing team members.
Three essential tips for this phase of the process:
The Value of Recruitment and Selection
When selecting sales professionals for your company, focus on candidates with the right profile for your chosen sales model. Prefer a diverse and collaborative team, selecting professionals with the desired characteristics and technical knowledge for each role.
Find a Leader
Sales management must be led by a professional in the sales department.
If this leader does not yet exist, choose the best person to track results, motivate and assist salespeople, and help the company achieve its goals.
Organize the Team
Use your sales structure orientation to define the focus of each sales representative, how responsibilities will be divided, and how teams will be managed.
3. Create Clear and Measurable Metrics
The sales structure must also include the definition and tracking of departmental metrics.
In addition to monitoring goal progress, these insights are essential for decision-making.
Use these indicators to assess which efforts yield the best results—and increase investments in those areas.
You will also be able to identify critical weak points, such as lower-performing conversion channels.
With this data, you can evaluate whether to invest in improvements or change strategies altogether.
4. Invest in Continuous Training
Do not limit training to new employees or management transitions.
Invest in your team members, as this investment in qualification will translate into sales results.
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Conclusion
Have you identified areas in your sales structure that need improvement?
Do you now feel ready to take the first step in this process?
Refer to this article whenever needed, and if you have any questions on the topic, leave them in the comments.
We are ready to assist you!
