by Jake Reynolds – July 2013
Creating the Right Culture
What is culture?
We hear the word thrown around in the sales industry about as often as actual sales are being made.
Gallup defines culture as “the attitudes that employees have about the environment in which they work.” Every organization defines and creates culture in different and unique ways, but most agree the key to a successful sales culture is engaging your employees and creating an environment that promotes and allows them to have success.
At Monumental Sports, we strive to create a culture within our sales department that displays our commitment to becoming the best at what we do through education, hard work, accountability and having fun! We keep employees engaged through team building events, sales contests, and consistently communicating expectations for success.
Create an identity
An important element of developing a solid culture is creating and communicating an identity as to what your team values and promotes.
At Monumental, we created an identity within our Inside Sales department to accomplish these goals known as the S.W.A.G. program. This program helps identify the culture and core pillars of what our program is built on and promotes: Success, Wisdom, Attitude and Growth. Through recruiting, daily management and tracking progress, we consistently communicate our expectations and use these characteristics to build our foundation. What do these four pillars mean?
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“Strong culture is at the core of every successful sales team. Culture is especially important for entry-level departments that feed the rest of the organization. Employees take pride in the culture and traditions they helped establish, and bring that with them as they move into senior level positions within the company. Strong culture is paramount in building a successful and sustainable sales and service team.” [/dropshadowbox]
Success – We will put employees in a position with the tools necessary to be successful. Success is defined differently for everyone – learning, selling, driving revenue, making money, getting promoted – we will work to find what your goals are and provide you with the necessary resources to accomplish your goals and be successful.
Wisdom – Learning never stops! We believe in continued education and development for all reps. We want our dedication and commitment to training and year-round development to be unrivaled in sports. Our focus and goal is to give employees the foundation of wisdom and knowledge to grow and build their career on. The focus is on career not a job.
Attitude – We help guide employees to understand what it takes to be successful by reinforcing the attitude and confidence needed to reach their full potentials. Our goal is to be the best in the business and expect nothing less.
Growth – The primary goal and motivation of our Inside Sales program is to give employees the opportunity, knowledge and tools needed to grow their careers and grow within Monumental Sports. We promote from within. Our success is defined by how many careers we can start and grow within our company. Over the past two years, we promoted 33 reps internally to senior level positions within Ticket Sales, Group Sales, Guest Services and Sponsorships.
What about you?
Every organization has different philosophies and principles that guide and dictate their culture, but the key is engage and lead your team to help establish what your guiding principles will be. In establishing the culture within our department, I followed the roadmap below to help achieve our identity.
- Create an identity
- Consistently communicate principles and expectations
- Follow through and live your brand
Every successful organization has an effective culture that helps drive big results. What will yours be?
