The 3 C’s that Make the Real Difference copy
CXO Sales Playbook-Venkat’s Blog

From Salespeople to Sales Champions: The 3 C’s that Make the Real Difference

- Venkataraman Subramanyan

Sales is the lifeblood of any organization, and transforming ordinary salespeople into sales champions is an art every leader must master.

Today, let’s dig into what I call the – 3 C’s’ approach to creating sales champions in your organization.

As a leader, your results are the summation of your team’s results – so let’s make it count.


1. Culture – Cultivating a High-Performance Sales Culture

It’s not just about the numbers; it’s about nurturing an environment where excellence in performance and behavior is the norm.

Ask your team, “What are the behavioral standards that you would like to hold yourself, and each other accountable to?”

A culture that is owned and role-modeled, is a culture that is championed.

A high-performance sales culture is the cornerstone for creating champions.

Everyone in the team understands what excellence looks like and how much they must drive themselves and others to achieve this water level of excellence.

This clarity and focus empowers team commitment towards higher performance.

2. Coaching: Lever for Exponential Performance

To embed this culture of excellence – coaching is your path.

From a sales leadership perspective, coaching manifests in 2 forms:

  1. Role Modeling: Leaders must lead by example, showcasing the behaviors that inspire emulation. If you don’t practice what you preach, you are not acting with integrity.
  2. Skill Development: Developing overlooked or latent skills in your team members – this is akin to grasping and capitalizing on opportunities hidden in plain sight.

It’s not just about skills; it’s about creating an environment for teams to aspire and grow within.

3. Challenging to Excel

The final ‘C’ is about challenging your sales team.

It involves challenging and motivating them to reach higher, go wider, and penetrate deeper:

Reach Higher: Encourage your team to engage with more decision-makers and CXOs to add volume and velocity into your pipeline.

Go Wider: Expand your wallet share within each account by expanding your stakeholder coverage

Penetrate Deeper: Utilize partnerships and ecosystems to increase your market reach and penetration

In summary, a high-performance sales organization teeming with sales champions can be encapsulated into the acronym ‘SASTRA’: Sales as an agglomeration of  Art, Science, Technology, Rigor, and Analytics.

Building this comprehensive foundation of ‘SASTRA’ enables the cultivation of a high-performance culture, nurtures champion salespeople, and ensures sustained success.

Embrace these Three C’s and watch your sales team transform into a powerhouse of champions.

Good luck on your journey to creating a winning sales team!


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Venkataraman Subramanyan is a Global Leadership Development Expert & Sales Coach. He is the Founder and CEO of Tripura Multinational. Venkat’s mission is to touch and transform a hundred million lives by 2025, and a billion lives by 2030. With over 30 years of experience, Venkat is passionate about 2 things – Leadership Transformation and Sales Acceleration. His trademarked deal qualification framework is licensed worldwide by organizations and filters over $3Billion in deals annually. He is an accredited member of the Forbes Coaches Council.

Tripura Multinational is a dynamic sales organization dedicated to empowering sales professionals and organizations to achieve unparalleled success. Originally established as a platform to address skill gaps in the sales industry, Tripura has evolved into a multi-faceted entity that offers comprehensive engagements for Sales Managers and Sales Leaders. Through the transformative power of Sales Coaching, Tripura enables sales organizations to elevate their performance from good to great and ultimately reach a world-class level. Our approach focuses on optimizing sales skills, management expertise, and leadership capabilities, helping clients plan more effectively, qualify leads better, orchestrate sales processes seamlessly, and expand their business with confidence. 

Our organisation is the trusted choice of market leaders across various industries and segments, relying on our expertise to elevate their performance to new heights. Recognized for our ability to enhance excellence, we are entrusted with the task of making the client’s best even better.

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