This is the seventh article in a series about powering your small business through 12 areas of internal management.

Every language has words that carry their weight in baggage. For English, one of those is sales. Just the mention of the term evokes an emotional reaction in us… and it’s typically not very positive! We think of the proverbial pushy salesman going door-to-door peddling his wares. See? We presume if someone is selling something, that something must be closer to trash than treasure.

Sadly, sales has gotten a bad rap. Everyday life is a series of exchanges—some are verbal, some are helping hands, some are monetary. We exchange information with people we want to stay connected to. We exchange volunteer time and effort to build a better community. We exchange money for a steaming hot cheese pizza (and add a tip with delight!). Sales is not a terrible thing at all. It is the way that we interact with others to live the life we have in mind.

For you as a small business owner, a successful sales strategy is wrapped in the knowledge that you are working together with your target audience to contribute to the well-being of the other. And when you approach sales like that? You build relationships that produce even more exchanges. This is why it’s so important to monitor this area of internal management: your sales strategy has the power to grow the loyalty of your customer base, which has a direct effect on your bottom line.

The previous entry in this series was all about marketing, and sales is tied closely to it. Your marketing and sales strategy work together to create the conditions where customers choose you to be part of their life in some small way. Your sales strategy will encourage those connections—or not.

Closing the deal is the end goal of sales. And that’s not bad! If your sales strategy doesn’t effectively close the deal, your business will no longer be around to be in relationship with those customers. Small business owners like you are offering something that enhances life—so if you close your doors, your customers lose. You and your customers lose when your sales strategy isn’t working.

Your long-term success as a small business owner is dependent on your sales strategy, which includes looking at your pricing, add-on services, and post-sales interactions. By reviewing your sales strategy quarterly, you can detect problems and fix them before it affects your bottom line for good.

Are you ready to bring this area of internal management into line with your financial management goals? Officeheads is ready to help! We give entrepreneurs and creatives the financial tools, processes, and team needed to move their business ahead of the competition and onto solid financial footing. Reach out today to learn how we can get started.