Sales House. Rings a bell? You have already heard this name. This article will help you understand how the ADP’s sales department operates.
The Unit and Its Tasks
Sales House is a startup studio’s centralized sales unit. What is it for?
- It unweights the pressure from creating a startup’s own department and finding experienced salespeople.
- It sells the product’s USP in a way that would be highly demanded in the market.
- It helps launch new products as quickly as possible.
The department helps you sell a number of products launched by the studio, often pishing them off in complex. It’s made possible thanks to extensive connections and the availability of contacts of decision-making people in companies of potential customers. Also, the skills of Sales House employees and their experience in cold communication play a huge part.
How It Started
The project Push World was created in Admitad Projects (by the way, it is very active now), and it launched its sales department and started hiring intelligent professionals. Over time, Google started imposing certain limitations for push-notifications, so the employees of the sales department began selling “bundles” or sets of services that would come with Push World.
The experiment brought great results:
- an average check has increased;
- the total number of sales has increased;
- revenue has grown.
All this prompted the management to create a separate unit. The studio’s product sets were formed, the USP was composed, and system sales began. It was the beginning of the history of Sales House.
Current Metrics
Май показал еще более положительную динамику, продажи пошли хорошо, лето показывает, что рост продолжается и сейчас: июльский план был выполнен с двойным превышением KPI.
This unit was launched in March, and it happened at the time of the pandemic, but Sales House still showed great results in April. During that time, the staff learned to pull out budgets from specific sales that were frozen. There was another important feature at the onset of the crisis; the department switched to online. They completely abandoned offline sales and moved on to e-commerce, attracting larger companies with serious budgets.
May showed even more positive dynamics. Sales went really well. Summer shows that they keep on growing as the plan for July was delivered on with a double excess of KPI.
Staff Characteristics
There are several sales teams of different levels in the sales department. They work mainly with small and medium markets. Each of the employees has been working for at least six months. They took a large number of training courses, too. The result is high sales skills that they regularly put into practice.
Each team is headed by a team leader who deals solely with organizational issues and sales processes, such as:
- what is being sold and how;
- how fast it is sold;
- whether the KPI is met or not;
- what products lie around unsold and why.
What’s more, the training department and the tracking department interact with the Sales House. The first one constantly improves the skills of our salesmen, introducing new sales technologies. The second one checks with the teams weekly to find out if there are any problems or difficulties and what level they need to be solved on.
All the activities are fixed by regulations. The employees’ actions are completely transparent, and it provides them an opportunity for growth.
Advantages That the Projects Get When Cooperating with Sales House
First of all, each project gets a multifunctional tool represented by Sales House that can be used for market promotion and further sales.
The main goal of the project’s team is to make a basic presentation of the product and tell what they are, what value the startup delivers. Later, the sales employees are trained to sell this product. A special department forms a USP, packs it, and does all the promotions including the description of cases, building media plans, and so on.
Together, this all becomes a large product chain. Depending on the project, the sales unit considers what stage of sales should it start on (beginning of the funnel, middle, or after check-out). After the final plan development, the product is already assembled for sales and broadcast to the market in two versions: it can be offered to new and existing customers, latter — in a form of an upsale.
The main advantage in cooperatiтп with the centralized sales department is that the founders of startups don’t need to create their own anymore (at least at this stage of development). They don’t have to look for a sales manager or team and arrange the process itself. Everything is fine-tuned and already working. You just need to present your product, tell how it works and what it costs. Everything else is on the Sales House.
Conclusion: Why Sales House Is important Both for Studio and Startups
Building a quality sales unit is expensive, too long, and not easy. Building it without having prior experience is almost impossible. There are too many subtleties that need to be constantly monitored.
The formed sales department allows projects to get quick access to a full-fledged professional sales team. Startups can “unload” lots of products that immediately enter the market. This allows the startup to deal with creating a product and improving it instead of building its own sales unit, which saves it an average of 4–5 months.
It all helps projects grow faster. Additionally, due to the competence of Sales House employees, they can get quality feedback from both salesmen and customers. Our staff writes down the product’s weak points, its real value, and why clients refuse to buy it.
Based on the information received, you can improve your decisions or, if necessary, pivot.
