Your Invisible Backbone - Increase Your Success with Your Support Team

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Your support team is absolutely critical to your company’s success.

Growing a business, a product line, or a business unit, cannot be done alone.

The individuals that are behind the scenes make selling easy.

In short…don’t piss them off.

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I used to work in the hospitality industry both in Maine and in Boston. I started as a dishwasher handwashing dishes (after working on the hayfields all day) and saw firsthand how staff interacted with the cooks and myself. Some waiters and waitresses were nice, some were not.

They would yell for their food, ask for updates, and rarely say thank you. Timing was everything. Stress would be sky-high at times. Those who were appreciative and patient with the chefs definitely received priority.

When I moved to Boston and was a waiter at Durgin Park in Faneuil Hall, it was a fast-paced, high-turnover restaurant. The executive chef told me “work with me and my team, don’t try to force unrealistic expectations. We will do what we can to get you your orders out.” I respected that and wanted to keep those who control the food on my side.

After all, the faster and hotter the food came out, the happier the customers, the bigger the tips. Some waiters/waitresses didn’t want or care about earning the respect of their peers and it showed.

They managed the behind-the-scenes, I was in front of the customer and had to manage expectations and needed to work with them.

It was one of the most vital lessons that I still carry to this day across any industry if you are forward-facing with a customer, earn and manage expectations with your support team.

Let’s dance.

First Touch - Why Should I Care?

In any thriving business, support staff are the unsung heroes, much like kitchen staff in a successful restaurant. You sometimes…never see them, but their presence is greatly known.

They keep the gears turning, enabling the frontline employees to shine. Just as a chef relies on their kitchen crew, executives and managers depend on their support teams to ensure smooth operations, efficient processes, and overall success.

Neglecting or alienating these crucial players not only disrupts the workflow but can also severely impact the company's bottom line.

It's easy to focus on sales teams and client-facing roles, but without the consistent, often unnoticed efforts of support staff, the business engine would grind to a halt.

Common pitfalls arise when sales teams prioritize every customer request as urgent, assume a single feature will win or lose a deal, or make promises about features that don’t yet exist.

These actions can strain relationships with engineering, leading to frustration and mistrust.

Not sure if you have a problem? Ask around. These are areas where you can control the outcome and fix it.

Second Touch - Turn Up the Volume on Value

For executives, ignoring the importance of support staff can lead to inefficiencies, miscommunications, and a toxic work environment.

Yes, you want to get the next win, and move forward with the customer, but where is the breakdown? Why did it get to this point?

Just as a dining establishment suffers if the kitchen staff is demotivated or overworked, a business suffers when support staff feel undervalued or overlooked.

This discontent can result in higher turnover rates, lower productivity, and ultimately, a decline in customer satisfaction. Executives may find themselves constantly firefighting issues that stem from poor team dynamics, distracting them from strategic decision-making and growth initiatives.

Fostering a culture of respect and collaboration with support staff leads to a more harmonious, productive workplace. Just as a well-oiled kitchen team produces a seamless dining experience, a well-supported business team ensures operations run smoothly.

Sales want to be able to bring in a project, but it’s also about the execution of the project. A win builds another win, builds another win, and so on.

By recognizing and valuing the contributions of all employees, from the receptionist to the IT team, executives can create an environment where everyone feels motivated and committed to the company's success.

This not only boosts morale but also encourages innovation, as employees are more likely to go the extra mile when they feel appreciated and part of a cohesive team.

Third Touch - Intersection of Collaboration

It’s tempting to focus on the high-profile roles that are directly tied to revenue. However, just like in a restaurant, where the front-of-house depends on the back-of-house to deliver an exceptional dining experience, a business thrives when its support staff are respected and empowered.

To foster better collaboration:

1. Vet Customer Requests Thoroughly: Ensure that the requested feature will genuinely drive business value before involving engineering.

2. Provide Market Context: Help engineers understand the broader context, not just the immediate request.

3. Collaborate Early and Often: Involve product and engineering teams early in the sales process to align goals and expectations.

CEOs and executives must remember that their company’s success hinges not just on sales numbers but on the combined efforts of every team member. By fostering a culture of teamwork and respect, businesses can avoid the costly pitfalls of alienating their most essential players.

Encourage your sales and engineering team to talk, gauge what they are working on, share some laughs, etc., and build trust among each other. When the time comes for serious conversations around projects, a level of trust will have already been established.

The best in sales operate from a position of customer and market insight but are dependent on your support team (i.e., engineers, developers, etc.) to bring the best out of your offerings.

Ensure that your promises to customers are both achievable and aligned with your long-term vision, as well as what is written in your contract.

Let’s commit to a more collaborative approach that drives success for both sales and engineering.

Move as a team, not as an individual that has a support team that will eventually (and hopefully….) show up.

See you next week.

Whenever you're ready, there are 3 ways I can help you:

1. Unlocking Hidden Potential - Reconnecting with Past Clients for Explosive Growth - Check out my free eBook on how you can find hidden gems in your past clients and help you crush your sales goals.

2. Build your Sales CRM - Download our free Sales eBook on How Your Sales Team Can Maximize Your CRM Tool. Whether it’s Hubspot, Salesforce, or another CRM tool, make sure you leverage it to your advantage.

3. Awesome Sales Resources - Transform your sales engagement and capabilities across Social Selling, CRM, Lead Generation, Enablement, and more.