Closing leads or getting the sale is the lifeblood of any company. It’s what keeps funds coming in the door and keeps the lights on so you can create products or provide services to these clients. With sales being so important it makes me wonder, why do so many businesses treat their receptionist as a closer?

I mean ask yourself these questions:

Would you let a dental hygienist do your root canal?

How about letting a nurse practitioner perform surgery?

Would you let your mechanic build your house?

While some people may be multi-talented to do such things, why would you want to put something so important as a responsibility of someone who that isn’t their entire focus.

I’ve worked with numerous companies over the years and the one thing that has always been a shock to me, is how many people throw the position of closer as an “add-on” to another position. Receptionists, designers, printers and more get tasked with closing a lead, whether it’s an inbound or outbound call. This incredibly important responsibility is stacked on someone who has a primary focus that has nothing to do with sales, and many times lack experience in that department.

While I’m a firm believer in anyone in your business should be able to take an order, there’s a difference between a call to order a product and a call that requires a closer. Unless someone has the knowledge of the product/service and the ability to overcome objections, highlight the advantages of choosing your company and can put the potential client at ease by providing a welcoming experience…. then keep them away from your leads!

Now don’t get me wrong, I get for smaller businesses, sometimes you must double and triple stack job roles. As a programmer for a small company, I worked writing code, project managing, developing/managing marketing campaigns and then 2 hours a day I’d run the front desk. The company didn’t have the budget for so many people, so I had to wear a lot of hats and I was mostly OK with it. I even had to help the sales team by attending some meetings to answer questions and help close or provide estimates on hours for a project, but I never was expected to work a lead from start to close because that lead would not have my full attention.

My advice to any business owner or manager out there, before this year is out, take a look at how your company handles the sales process. If you’re not giving your potential clients access to an experienced and dedicated salesperson, then I’d make one of your first steps in 2020 reworking your sales process.