While marketing is the long-term tool used to generate leads, sales are all about converting those leads to customers. Note that a Go-to-Market plan is a subset of marketing. Your business model will determine whether you sell to the end-user (B2C) or another business (B2B), which requires two different approaches. The B2B sales model is usually considered tough to crack because it is usually a small business (you) selling to a large corporate company.

This is where the myth of the salesperson is born. Plenty of movies and books espouse the mythical power of the “born” salesperson. However, the sales function should be approached in a structured and disciplined manner like any other function in the business.

Sales are the lifeblood of the business, and everything should be geared toward providing the sales team with the best quality product at the best price and the support of the entire team. The sales admin must help the sales team sell the product and ensure it is delivered as promised, with excellent after-sales service. Understand the customer’s needs before the first call to set up the sales meeting.

It is all about them, not you!