Why Sales Needs As Much Attention As Operations In Manufacturing
By Laurie Harbour and Scott Walton
In manufacturing, leaders devote a significant amount of time to operational efficiency, focusing on reducing waste, enhancing processes, and maximizing output. However, one critical piece is often overlooked: sales.
You can have the most efficient operation in the world, but growth will stall without a steady stream of new business and strong customer relationships. Sales should be treated with the same discipline and focus as operations. Sales must be built on process, data, and continuous improvement.
Why Sales Process Matters
Research indicates that companies with a well-defined sales process tend to achieve better results. They grow revenue faster, shorten the time it takes to win business, and retain more customers. Yet, many manufacturers push sales strategy to the back burner, only addressing it when orders are down or customers leave.
The truth is, you can’t sustain your business without sales, and a formal sales process is the foundation.
Benefits of a Sales Process
A clear, structured sales process helps manufacturers by:
Defining goals and objectives – Everyone understands what success looks like.
Aligning with business priorities – Sales targets are tied to company growth goals.
Improving forecasting – Better sales visibility means smarter planning for production and resources.
Providing team guidance – Sales reps know the steps, tools, and methods to use.
Reducing risk – Anticipating challenges makes it easier to adjust when markets shift.
Focusing on customers – Helps build strategies around customer needs, not just capabilities.
Driving continuous improvement – Regularly reviewing results leads to smarter strategies over time.
Where to Start
Building a sales process doesn’t have to be overwhelming. Here are some key steps:
Know Your Niche – Define what you do best and identify the most profitable types of customers. “We do anything for anyone” is not a winning strategy.
Gather the Data – Track sales cycle length, conversion rates, and profitability by customer. This shows where improvements are needed.
Align Across the Business – Sales, operations, and marketing need to work hand-in-hand. Sales should know their capacity, operations should understand which customers drive profit, and marketing should support sales with lead generation and effective messaging.
Reach Your Audience – Trade shows alone aren’t enough anymore. Invest in updated marketing tools—such as your website, social media, and email campaigns—that effectively communicate your strengths and drive leads.
Set Clear Ownership and Budget – Decide who is accountable for sales and marketing, and ensure there’s a defined budget to support activities.
For manufacturing leaders, focusing on sales is just as important as focusing on operational excellence. A defined sales process provides your team with the clarity, structure, and alignment necessary to drive growth.
Like operational efficiency, sales success happens by design, not chance. When leaders treat sales as a disciplined process, the result is stronger growth, healthier customer relationships, and a more resilient business.