How many of us consider ourselves to be in a sales role? The reality is, most professionals don’t see “sales” as part of their job description. Whether you work in IT, finance, operations, or customer support, you may believe that sales is the responsibility of a dedicated team. However, if you interact with people daily—whether professionally or personally—you are, in some capacity, contributing to the sales process and shaping your company’s brand.
Sales is More Than Just Selling
Sales isn’t just about closing deals or pitching products; it’s about communication, relationship-building, and representation. Every interaction you have can influence the perception of your company, making you an ambassador for your organisation’s brand.
For example, after a workout at the gym, I had a casual conversation with someone in the changing room. When asked what I did, I naturally shared insights about my company, Bath Marketing Consultancy—what we do, who we work with, and how we help businesses. This wasn’t a sales pitch, but rather a discussion that placed my company on his radar. Later, I discovered that he worked in finance, and after looking up his company, I noticed that their website could benefit from dedicated SEO services.
This type of interaction happens all the time, and its impact shouldn’t be underestimated. Conversations like these—whether in a gym, at a social gathering, or during a work event—create brand awareness and potential business opportunities.
Sales is Embedded in Every Role
If you are employed by a company, do you truly understand what it does, who its key clients are, and what differentiates it from competitors? Are you updated on internal news, new client wins, and strategic goals? Does leadership clearly communicate the brand’s mission and values?
Understanding these aspects empowers employees at every level to represent the business effectively. Sales and branding are not just industry buzzwords—they are critical to business success, and they start from within. External marketing campaigns, digital advertisements, and PR efforts are important, but the internal communication of a company’s identity is just as vital.
Consider the receptionist or the front desk team. They are often the first point of contact for clients and prospects. Their ability to communicate the company’s values, services, and culture can shape the first impression of potential customers. A well-informed employee at any level can contribute to the overall sales strategy by ensuring that interactions—whether on the phone, via email, or in person—are professional, consistent, and aligned with the company’s messaging.
The Power of a Unified Message
When I engage with professionals, I often challenge them to define their brand in three words. Additionally, I encourage them to master the “elevator pitch” concept—being able to summarize their business in 30 seconds, as if they were in a lift with Richard Branson. This ability shouldn’t be exclusive to executives or salespeople; it should be a skill everyone in an organization possesses.
When employees at all levels understand and can articulate the company’s value proposition, the business benefits from a cohesive and compelling brand presence. This alignment ensures that every touchpoint—whether through customer service, networking, or casual conversations—reinforces a consistent and professional message.
Everyone Plays a Role in Sales
Sales is not confined to a single department. Every employee, through their communication, professionalism, and knowledge, contributes to the company’s growth. Whether you are an engineer, an accountant, or an administrator, the way you interact with clients, colleagues, and industry contacts can help build credibility and attract new opportunities.
A successful sales strategy starts internally, with every team member understanding their role in representing the brand. When employees are equipped with the right knowledge and communication skills, they become active participants in driving business success. After all, in today’s interconnected world, we are all in sales—whether we realise it or not.
