08

Creating the selling organization

The subtitle of this book is ‘How to transform your business into a selling organization’. If, like the businesses we’ve featured, you follow the approach outlined so far, there is much to be gained. Organizations have created entirely new, successful business lines, stemmed losses and reconnected with customers they had been losing. It is powerful stuff.

But the most success has come from when people create a ‘selling organization’. This does not just refer to an efficient sales operation (although sales should definitely be efficient). Much more than ‘papering over the cracks’ – rebranding, for example – it is about transforming into the type of organization that is totally focused on meeting customer needs. A key component of this is to achieve the right balance between organizational structures and behaviours.