Sales Trust

I recently saw on the news the images from the Concurs de Castells in Tarragona, Spain. These competitions have been in existence since the early 1700’s as local villages come together to win the annual prize, and bragging rights for the next 12 months.

The aim of the competition is to create the highest tower with a single person upon the summit, then once the arm is raised, carefully dismantle the structure top to bottom.  There are many team sports around the world, but few I reckon place as much trust in your comrades as this.

The spotlight of success may fall upon the person at the summit, but in fact this is most definitely a team sport.  There are 3 main team position, the castellars, at the based providing the strength, in the middle we have the those who can combine strength with balance, and then at the top the enxaneta – who climb to the summit.

The comparison to high performing sales organisation are many. Successful sales people recognise they cannot build a customer relationship alone. It is a team game, with many people providing the foundations, (R&D, the product house), the creativity (marketing), then towards the summit the senior leadership team, and then at top is the sales person.

The key is to let the customer see this network of connected individuals, all pulling in the same direction to provide an excellent level of service for them.  A misaligned tower, with shaky hidden foundations, is unlikely to convince a client that they can trust you to deliver. Trust amongst colleagues is infectious with customers, the greater a customer can see that everyone is building the same castle, the more likely they are to want to see it succeed.

That’s why we believe, gaining a true understanding the level of trust between customer and sales person will be the essential new metric in salesforce management.