Sales team: how to structure it according to your company

Understanding and organizing sales functions to boost sales

The organization of your sales team is a key factor that can make all the difference. But what exactly distinguishes the sales roles? How can you ensure that each member is in the right place, perfectly meeting the demands of your industry and the ambitions of your company? Let’s explore together the inner workings of sales teams: from the roles that compose them and their strengths, to the criteria for the organization of the ideal structure.

Spotlight on the cornerstone roles of the sales team 🔎

The SDR (Sales Development Representative): The Artisan of the First Impression

The SDR is often the one who sets the ball rolling. They are the first to make contact with the prospective client. Thus, they shape the first impression of the company. But that’s not all—their role extends far beyond simply making initial contact.

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Proactive Prospecting 📱💻

Armed with a range of tools, the SDR goes on the hunt for prospects, whether by phone, online, or at events.

Every client is unique. The SDR, using their keen observational skills, assesses whether a prospect meets the company’s criteria in terms of both interest and financial capability.

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Connection Creator 🚅

The SDR doesn’t just qualify and pass the baton—they create and strengthen the relationship with the prospect by guiding them through the initial steps. Whether it’s answering questions or providing extra information, they ensure that the prospect moves forward in the sales funnel.

Once the prospect is qualified, the SDR introduces them to the sales team, sharing valuable insights for a smooth transition.

The market, tools, and techniques are constantly evolving. A good SDR must therefore be continuously trained to stay current and enhance their skills.

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The BDR (Business Development Representative): The Expert of New Opportunities

The BDR, although sharing similarities with the SDR, takes a more holistic and strategic approach. While the SDR focuses on leads that come naturally, the BDR takes the initiative. Their playground? Every place where the company has yet to set foot!

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Strategic Autonomy 🚀

The BDR doesn’t simply wait for opportunities to arrive—they take the lead! They actively seek to establish new contacts and break into other markets.

Faced with the challenge of reaching unsolicited prospects, the BDR must be resourceful. They know that a one-size-fits-all approach doesn’t work and strive to understand each prospect in order to meet their needs.

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An Effective Transition

Their experience and enhanced sales skills enable them to guide the client further along the buying journey. And when the time is right, the BDR hands over to the Account Executive (AE) to finalize the sale.

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The AE: Account Executive

The AE is the one who seals the deal: they transform opportunities into signed contracts. But their role is much more nuanced and essential for the success of the sales team.

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Guidance and Expertise 🤝

The AE is a negotiation expert. They understand the client’s needs, present the best possible offer, and ensure that both parties find common ground.

The AE takes over to guide the prospect through the crucial stages of conversion. They use the CRM to identify potential clients, understand their specific needs, and steer them toward the most suitable solution.

They possess in-depth knowledge of the company’s offerings, which enables them to complement or refine the initial product demonstration.

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Negotiation and Relationship Management

When the sale is nearing its conclusion, the AE takes center stage as the primary negotiator. They address objections, manage specific requests, and ensure that the relationship built is strong and beneficial for both parties.

Their objective is to create a long-lasting partnership, ensuring that the client’s needs are met while bridging connections among the company’s various internal departments.

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The Full Cycle Business Developer

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Imagine someone who does it all, from start to finish. That’s the full cycle business developer. They don’t settle for a single task—they manage the entire sales process. Their responsibilities are numerous:

• The discovery: Like a detective, they search for new potential clients, whether by making calls, sending emails, or even attending events.
• The listening and understanding: They take the time to really understand what the client truly wants. They ask questions, listen attentively, and identify precise needs.
• The presentation: Once they know what the client is looking for, they present the company’s products or services in a clear and compelling manner.
• The negotiation: If the client shows interest but has some hesitations or questions, the full cycle business developer is there to discuss and find an agreement that suits everyone.🏅

Once everything is in place, they finalize the sale. But their work doesn’t stop there—they also ensure that the client is satisfied and remain in contact for any potential future collaborations.

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Choosing Your Sales Structure: What Are the Key Criteria?

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A company’s sales structure is like its skeleton: it supports all operations, determines its stance in the market, and influences its ability to move and adapt. Therefore, choosing the right structure is essential to ensuring the company’s growth and longevity.

Here are 3 elements to consider before deciding on your organization:

1. The stages of the company’s development

Start-ups

They need flexibility and agility. With limited resources, teams often have to wear multiple hats. A lightweight sales structure is preferable, allowing each member to manage several aspects of the sales process.

During Periods of Growth 🚦

During an expansion, client needs become more complex and the volume of sales increases. This is the time to specialize your teams for greater efficiency by assigning roles such as SDR, BDR, or AE.

Maturity

For a well-established company, a well-defined and diversified sales structure may be the key to maintaining and increasing sales. ⚖️

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The Scope of the Target Market

In a confined or niche market, a close-knit team with in-depth knowledge can be ideal. In a broader market, diversifying skills and roles within the sales team can allow for better field coverage.

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The Nature of the Sales Cycle

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Transactional Sales

For products or services that sell in the blink of an eye, a dynamic and responsive team is essential. A team comprised of an SDR who quickly engages prospects or an AE capable of closing deals rapidly is ideal.

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Complex Sales

When a sale requires time, thought, and often multiple interactions, it is crucial to have a team that can guide, advise, and reassure the client at every step. The ideal team would consist of a specialized SDR who can identify serious prospects, a BDR who can pinpoint untapped markets, and an AE who can negotiate and address technical questions.

Ultimately, the structure of your sales team should reflect your company, your market, and your clients. By thoroughly understanding each role and tailoring your team to your needs, you set yourself up for success.

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