Turning Every Employee Into a Salesperson: A Case Study

Turning Every Employee Into a Salesperson: A Case Study

A groundbreaking shift has transformed our facilities management company: everyone is in sales. This revelation has been a game-changer, propelling our business forward in a notoriously slow-growth industry.

We acquired our facilities management company just two years ago. It’s a challenging growth environment. Even in a growing state like Florida. But we have worked hard to increase our revenue by 30% and rapidly expanding our team. A key factor in our success is our new General Manager, a West Point graduate who brings a unique blend of discipline and strategic thinking.

Operations Managers: More Than Just Managers

Our operations managers are the backbone of our business, overseeing a portfolio of accounts totaling ~$250k in Monthly Recurring Revenue (MRR). Beyond the usual tasks of hiring, training, and quality assurance, we've empowered them to become frontline sales representatives.

During routine site visits, our operations managers now identify additional service opportunities. Whether it's a customer with dirty windows, a stained carpet, or an unkempt parking lot, they're equipped to provide quotes and educate clients on the value of comprehensive facility maintenance.

By setting a target of generating 10% of MRR through these sales efforts, we've unlocked an additional $25,000 per month, or $300,000 annually, for each operations manager.

Back Office Boost: Turning Data into Dollars

Our back office team has traditionally focused on administrative tasks and post-service customer satisfaction surveys. We've transformed this department into a revenue-generating powerhouse by leveraging data and customer relationships.

After every service, our back office team now logs detailed customer interactions, including service specifics and satisfaction levels, into our CRM. This data is used to identify potential repeat business and schedule timely follow-ups. By proactively reaching out to clients to rebook services, we've significantly increased our top line.

Josh Schultz recently shared a great post that identifies exactly how to do this in practice: Sales Retention Report

Implementation Steps for Your Business

Here are some non-revenue roles that you could possibly use to generate your business more revenue:

Example 1: Customer Support 

People who help customers often just fix problems. But they also know a lot about what customers like and need. We can teach them to suggest extra things to buy.

For example, if someone calls to fix their computer, the helper can say, "Hey, you seem to have trouble with your computer a lot. We have a special plan to help with that." Or, if someone returns something to a store, the helper can say, "Would you like to see something that goes with that?"

Example 2: Number People and Money People

The people who count money and keep track of it might not seem like salespeople, but they know a lot about what people buy.

They can look at what people buy over and over and suggest other things they might like. For example, if someone always buys running shoes, they could say, "Hey, we have great running clothes too!" They can also find ways to give people special deals to keep them happy.

Follow these steps to turn your company into a “Sales First” organization:

1. Identify Sales Opportunities: Analyze your current roles and processes to uncover potential sales touchpoints.

2. Set Clear Goals and Metrics: Establish specific sales targets and performance indicators for each role.

3. Implement an Incentive Structure: Create a compensation plan that rewards sales achievements.

4. Provide Necessary Tools: Invest in CRM software, sales scripts, and other resources to support your team.

Remember, the key to success is creating a culture where everyone feels empowered to contribute to the bottom line. By transforming your employees into salespeople, you'll not only boost revenue but also foster a more engaged and motivated workforce.

What non-sales roles in your business could be transformed into revenue generators?