Research Shows The Effect Non-Customer Facing Employees Have On Sales Success

The Forum: Business Results Through People, a business thought leadership organization, has released a new report, Why Sales Success Depends on Alignment with Non-Customer Contact Employees, that looks at how “off-stage” employees can impact a company’s sales success.

The report is the first in a series from The Forum targeting sales executives. Its author, Dr. James Oakley of Purdue University, says: “While salespeople have the responsibility for selling, positioning and formulating the brand promise, non-customer facing employees deliver on that promise.” He adds that support workers’ “attitudes and behaviors help shape customer attitudes toward the company and whether those customers continue to use an organization’s products or services.”

Several initiatives are suggested by the research to for sales leaders to establish their specific business. These include actively engaging employees who support the sales team, seeking out ideas for improving the sales experience and building, through effective communications, a healthy alignment of internal and external teams to respond quickly to changing customer needs.

To reach the report’s entire research summary, click here.

The Forum: Business Results Through People is an organization affiliated with Northwestern University in Evanston, Illinois. It advocates that the most effective way business leaders create and sustain organizational value is through a partnership with the people in their companies. PPAI President and CEO Paul Bellantone, CAE, is a member of The Forum’s board of directors.