Who Does the Selling in Your Business? Why Delegating Sales Can Increase Its Value
If your business relies on you for sales, its value may be lower than it should be. Learn how to empower your sales team and increase your business’s worth.
Why Delegating Sales Can Increase Your Business’s Value
If you're the primary driver of sales in your business, potential buyers and investors may see it as high risk. A business that depends on the owner's presence for revenue is harder to sell and scale.
To maximise your business’s value, you need a sales team that operates independently. In this article, we’ll explore why delegating sales is essential, how to empower your team to close deals effectively, and how business coaching can help you implement these changes.
Why Delegating Sales Responsibilities Is Critical
The Value Builder System™ team analysed more than 70,000 businesses and found that:
Companies that can run for three months without the owner are twice as likely to receive a premium acquisition offer (greater than six times pre-tax profit).
Why? Because investors look for self-sustaining businesses. If you’re the one closing all the sales, your business is dependent on you, which lowers its value.
By shifting sales responsibilities to your team, you make your business scalable, resilient, and more attractive to buyers.
Why Employees Struggle to Sell Like the Owner
Many business owners hesitate to delegate sales because their employees struggle to match their effectiveness. Here’s why:
The owner's deep expertise
As the business owner, you have years of experience, deep industry knowledge, and credibility. Customers trust you because of your expertise and decision-making authority.
Strong client relationships
You’ve built personal relationships with key clients. They see you as the face of the business, making it harder for employees to maintain those connections.
Confidence and persuasion
Your passion and belief in your business make you a natural salesperson. Employees may lack the same conviction when presenting offers to potential clients.
While these challenges are real, they can be overcome with the right strategies.
Key Strategies to Empower Your Sales Team
To transition sales responsibilities away from yourself, implement the following strategies.
Develop a strong selling proposition
Your team needs a clear and compelling reason why customers should buy from your business. A strong selling proposition should:
Address something customers care about
Differentiate your business from competitors
Be believable and backed by proof
Matt Dixon, author of The Challenger Sale, recommends giving new salespeople a clear answer to the question, “Why should customers buy from us?” This builds confidence and consistency in sales conversations.
Learn how to refine your unique selling proposition to help your team close deals more effectively.
Invest in sales training
A high-performing sales team isn’t born—it’s trained. Implement a structured sales training program that includes:
Product knowledge – Ensure your team deeply understands what they’re selling
Sales techniques – Teach prospecting, handling objections, and closing deals
Customer psychology – Help them understand buying behaviours and decision-making factors
Regular role-playing exercises can help your team refine their pitch and build confidence in handling real sales scenarios.
Explore our coaching programs to help develop structured training for your sales team.
Create a customer-centric culture
Encourage your team to focus on customer needs rather than just pushing sales. A strong customer-first culture ensures:
Sales conversations feel more natural
Customer trust is built over time
Salespeople become advisors, not just sellers
To implement this, train your team to ask open-ended questions, focus on solving problems, and use case studies and testimonials to build credibility.
Leverage technology and automation
Sales teams need tools to work efficiently. Implement:
CRM systems (customer relationship management) to track interactions, follow-ups, and customer history
Automated email sequences to nurture leads without manual effort
Sales scripts and playbooks to standardise best practices across your team
A well-organised CRM system can increase sales productivity by 29%, making it a worthwhile investment.
Discover strategies to automate your business and free up time for growth.
Improving Customer Service to Support Sales Growth
Customer service and sales go hand in hand. Happy customers lead to repeat business and referrals. Improve customer service with:
Clear customer service standards
Set expectations for response times, tone, and professionalism to ensure consistency.
Training for excellence
Teach employees how to handle complaints, resolve issues, and exceed customer expectations.
Leveraging customer feedback
Regularly collect feedback through surveys, online reviews, and follow-up calls to identify areas for improvement.
A loyalty program can also encourage repeat business and referrals.
Boosting Productivity with Business Coaching
Beyond sales, productivity is key to business success. Business coaching can help improve efficiency through:
Setting clear goals and performance metrics
Use SMART goals (specific, measurable, achievable, relevant, time-bound) to keep your team focused.
For example, instead of saying, “Increase sales,” set a goal like:
“Close ten new deals per month with an average value of $5,000.”
Optimising workflows and delegation
Use project management tools like Asana, Trello, or Monday.com to track tasks and deadlines.
Streamlining internal processes can increase efficiency by 30 to 50%, allowing you to focus on growth rather than micromanagement.
Creating a motivating work environment
Employees perform better when they feel valued. Boost engagement through:
Recognition and rewards for top performance
Opportunities for career growth
Team-building activities to strengthen collaboration
Why Business Coaching is the Missing Piece
Even with the right strategies, implementing change can be challenging. That’s where business coaching comes in. A coach helps you:
Develop a strategic plan to transition sales responsibilities
Implement training programs for your team
Optimise systems and workflows to improve efficiency
Hold you accountable to long-term business goals
FAQs about Delegating Sales
1. How do I transition sales responsibilities without losing customers?
Start by introducing your sales team to key clients gradually. Let them take on small tasks first, then transition to full ownership while you oversee. Training and clear sales processes are key.
2. What if my sales team isn’t as effective as I am?
Invest in structured sales training, provide clear scripts, and set measurable goals. Track their progress and offer ongoing coaching to build confidence and skill.
3. How can I measure my sales team’s success?
Use KPIs like conversion rates, average deal size, and sales cycle length. Regularly review performance and adjust training as needed.
4. How can business coaching help with sales delegation?
A coach helps you develop a clear plan, train your team effectively, and create scalable systems to ensure long-term success. Find out more about our business coaching services.